The Brazil Specialty Coffee Association (BSCA) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), with yet another action of the Brazilian Specialty and Sustainable Coffee sectorial project, got together to develop a branding repositioning job for Brazilian specialty coffees.
For such, they hired specialized consultants that, together with Apex and BSCA, defined new communication guidelines for specialty coffees produced throughout the national territory.
There are numerous coffee-producing countries, but only one is the coffee nation: Brazil.
The first coffee seeds were brought to the country almost 300 years ago by Portuguese Francisco Palheta and French Madame D’ Orvilliers, who met and fell in love in the French Guiana.
These seeds spread throughout the most favorable regions to produce the best coffee. Presently, Brazil is the largest producer in the world and is on its way to becoming the largest consumer too, only lagging behind the USA.
Differently from other coffee-producing countries, we are a nation of coffee appreciators and consumers. All interpersonal relations are surrounded by coffee.
Whenever a Brazilian receives visitors, the first thing he or she serves is a cup of coffee (traditionally, in a small coffee cup). At work, it is the highlight in business meeting, breaks and even to celebrate great deals. In Brazil, coffee helps people socialize, and everyone knows how Brazilians love interacting with other people.
The result is that Brazilian specialty coffees are like small gems: produced in special regions, on special farms by special people, for special people.
Today, in Brazil, approximately 10 million people are involved in the coffee chain: from the production, from the roasting to the final-consumption preparation.
Many of the sector’s entrepreneurs are the children or grandchildren of European immigrants, coming especially from Italy and Portugal, who found in coffee an opportunity to improve their quality of life.
Many of these descendants continued the tradition inherited from their ancestors and today manage specialty-coffee farms that produce true treasures for the world.
Within this universe, the respect towards mankind and nature is a fundamental pillar for the industry to continuously evolve, respecting the country’s environmental laws, which is among the most advanced in the world.
Very strict labor laws ensure the best working conditions for the workers on Brazilian specialty-coffee farms, which count on constant training and development.
Internal consumption
In the 2014 crop, BSCA estimates that approximately 5 million bags of specialty coffees were produced in Brazil, of which 4 million were designated to exports, especially to the USA, Europe and Japan, and one million bags were directed to internal consumption.
The consumption of specialty coffees registers the highest growth rates in the Brazilian and world markets, increasing 10% to 15% a year in both cases.
