THE promotional cost of a cup of civet coffee in some Asian trade conventions was US$5.

In London, a cup of the same brew cost US$99. That makes this coffee brew the most expensive in the world today.

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Certainly, that is more than an encouragement to enterprising Asian coffee farmers where civet cats are found to cash in on this latest fad.

The emerging interest on civet coffee will demand sufficient supply and ultimately challenges producers to sustain a promising and highly profitable industry.

In the Philippines, a few brewers have already come out with their own civet coffee product brands. The main problem is that civet cats are wild animals and they are endemic. In areas where they are found, the civets are hunted and eaten as a delicacy.

Even if they are not considered food in some places, civet cats are becoming extinct as their forest habitats are continually cleared.

Certainly that raises questions on long-term supply sustainability, wild life concerns and marketing ethics.

Ollopa Anun, a pioneering and promising Igorot civet coffee producer, said that civet cats can yet transform the Arabica coffee farming in the Cordillera as a profitable livelihood for farmers.

The current recommended technology for Arabica coffee requires the planting of 1,000 trees per hectare. That does not give farmers reasonable profit claimed some farmers and experts.

Arabica plantations have yet to emerge in the region. The crop is still grown at the range of three to ten plants as a backyard crop.

Anun got me committed not to reveal his name for the time being until after the launching of his coffee house in Baguio City this November. He said he grows Arabica coffee in a one-hectare farm in Tuba, Benguet.

He intends to make good profit on his farm through the production and marketing of civet coffee and value adding.

He resolved this by growing civet cats, Arabica coffee, herbs and stevia all in his one-hectare farm. He processes civet cat droppings of coffee beans mixed with herbs and sweetened with stevia plants which is 10-15 times sweeter than raw sugar.

His coffee blend makes a premium instant coffee brew that is at par with any civet coffee, if not the best, in the international market today.

The product comes with the brand name “Hagiyo Blend.” It is all natural and organic, Anun says. The first of its kind, the blend’s ingredients are packed in a bag like that of commercial instant tea. This aromatic and healthy product is registered with the Bureau of Food and Drugs (BFAD).

The current challenge for Anun these days is marketing his product. For local buyers, he sells a sachet of civet coffee at a cost of P50 or P1,500 per box of 10 saches.

Anun wants to sell it in the international market at US$50 per sachet. The cost covers production, postharvest and other expenses which include the care and food of his civet cats such as banana, alumit fruits, among others.

Anun sees the integration of civet cats in his Arabica coffee plantation as another way of conserving these endemic wild animals. The cats roam freely in his fenced coffee plantation, he said.

Indirectly, the venture should provide an alternative refuge to civet cats from people who value them only as fooddelicacies or those who plunder the cats’ wildlife habitats. The wild animals are still found and hunted from all over the Cordillera’s remaining forests.

The potential economic and environmental benefits of civet coffee farming or the establishment of a civet coffee industry in the Cordillera are reasonable arguments on their own. I am desperately hedged in a corner. I whisper, maybe it is a good industry. Let us wait and see. At this point, that is loud enough for me.