Profits are percolating for coffee bean farmers in southwest China's Yunnan Province with the use of high-quality beans.

In Yunnan's Pu'er City, one coffee bean grower says the output is about 60 tons this year, with 20 percent being specialty coffee beans that can yield higher profits than other beans.

"With the same fruits and beans, if you set your mind on it, it can bring greater profits," said Li, a local coffee bean farmer.

Marty Pollack, an expert in the coffee industry who provides high-quality coffee beans to international catering chains, says he has been aiming to upgrade the coffee bean roasting process in order to help increase local farmers' profits, while also promoting his brand.

"Finally, many large domestic coffee roasting companies are eying coffee beans in Yunnan. So buyers are rushing here for the beans, which has driven up the prices by 50 percent, or even 100 percent from last year," said Pollack.

Coffee bean output in Pu'er accounts for half of the coffee production in the province, and the number of coffee bean farmers in the city is more than 300,000.

According to Tmall.com, an online shopping platform backed by China's e-commerce giant Alibaba, sales of coffee produced in Yunnan totaled about 245 million yuan, or about 37.7 million U.S. dollars, on the platform in 2020, with a year-on-year surge of 135 percent.