Primary-Processing Sites Reach Farmers’ Doorsteps in Nujiang: Coffee Industry Moves from “Selling Beans” to “Selling Culture”

At a Glance (China Coffee Network): In 2026, Yunnan's Nujiang Prefecture extended its coffee primary-processing network to the doorsteps of planting areas and, pairing premium coffee with canyon scenery, is shifting…

CCTV.com reports: Nujiang Prefecture of Yunnan Province lies at about 25 degrees north latitude, in a hot-dry valley zone at altitudes of 1,000 to 2,000 metres that is well suited to coffee cultivation. Over the past two days, the local 100,000 mu of coffee have welcomed their first picking of the season. In 2026, Nujiang Prefecture extended its primary-processing network to the front line of villages and hamlets, so that the fresh coffee cherries picked by growers are processed immediately, further improving quality.

As the morning sun rose, the coffee gardens of Manying Village, Shangjiang Town, Lushui City, Nujiang, Yunnan, were already bustling. Growers moved among the coffee trees, plucking the plump, ruby-red coffee cherries into their baskets.

In 2026, Nujiang Prefecture’s coffee planting area surpassed 100,000 mu, and total green-bean output is expected to exceed 2,200 tonnes. To guarantee the quality of the fresh cherries and shorten transport time, in 2026 Nujiang extended its primary-processing network to the “doorstep” of the planting areas, so the freshly picked cherries are quickly turned into parchment coffee.

To date, Nujiang Prefecture has built seven fresh-cherry processing centres covering essentially all of its coffee-growing areas, along with 19 coffee production lines, giving it a processing capacity of up to 25,000 tonnes. In addition, drawing on its premium coffee and distinctive canyon scenery, the prefecture has created the “Coffee Trail” boutique route, a Coffee Culture Week and other offerings, steering the industry from simply “selling beans” toward “selling scenery, experience and culture”.

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