Boom Time for the Brazilian Coffee Industry

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Signs show that 2019 will bring even better results.

By William (Bill) Murray
President & CEO, National Coffee Association


The Brazilian coffee industry is flourishing.

The latest update from the Brazilian Coffee Exports Council (CECAFE) indicated 2018 was another bumper year for the largest producer and exporter of coffee in the world. “Statistics show that Brazil maintained its world leadership position and signs are that 2019 will bring even better results,” said Nelson Carvalhaes, Chairman of the Brazilian Exporters Coffee Council.

CECAFE’s recent update is full of interesting trends and statistics for coffee producers, connoisseurs, and consumers alike. And given Brazil’s scale in the global coffee market, updates from CECAFE always act as a useful barometer on the health of our industry overall.

Let’s take a look at the top four key takeaways:

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What Upsiide Tells Us About Coffee Production and Consumer Perception

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By Michael Edwards, Dig Insights

Upsiide is a new idea screening app that is inspired by Tinder. Designed by Dig Insights (the experts behind the NCA National Coffee Drinking Trends Report), the mobile platform connects companies to real-time consumer feedback and powerful analytics.

The concept sounds complicated, but it’s simple to use. Here’s how it works:

Survey respondents using the app are shown an idea (a potential claim, a new beverage idea, a packaging idea, a branding idea a positioning idea, etc.). The idea can be expressed with any combination of text, images, and/or video. The respondent swipes right or left to like or dislike the idea, or can request more information. Once two ideas are liked, they are paired head-to-head for the respondent to indicate which concept they prefer most. The winning concept is advanced to the next round of trade-off.

The NCA used Upsiide to test how consumers react to coffee production information, including certifications, information about the farms where the coffee is grown, information about the coffee strain used in the product, etc.

So, what does Upsiide tell us about coffee production information?

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Reframing the Narrative on Coffee Production ROI

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A coffee farmer inspects his crop in Colombia. Photo: Neil Palmer (CIAT) – via Wikimedia

Perspectives on the New SCA Report On Farm Profitability

In an article published on Daily Coffee News, Kraig Kraft from CRS Coffeelands addressed the Specialty Coffee Association’s recently released report that reviewed existing public information about farm profitability and costs.

The main — and surprising — conclusion from the analysis is that farm yield is not correlated to farm income. On the surface, this seems somewhat paradoxical.

Why wouldn’t higher production lead to more income?

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Data Snapshot: Coffee Farmer Income

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Photo courtesy of Fairtrade International

via Fairtrade America

Around 80% of the world’s coffee is produced by 17.7 million small-scale coffee farmers. And while the coffee industry aims to be a sustainability leader, the fact is that many farmers continue to struggle to make ends meet and support their families.

New research finds that the future of coffee depends on adequate income for farmers. A pilot study by Fairtrade International and True Price shows that despite sustainability pledges in the coffee sector, many coffee farmers struggle to make ends meet.

Key findings from the report include: 

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