Coffee Consumption and Industry Strategies in Brazil: A Volume in the Consumer Science and Strategic Marketing Series (Woodhead Publishing Series in Consumer Science and Strategic Marketing)

Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers, and between business schools and the entrepreneurial world. Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry. Presents strategies for transforming coffee consumption, production and retailing Addresses market outlook, factors and trends Outlines coffee industry strategies through business cases that highlight innovative practices Discuss and present the certification role in the coffee producing strategy and retailing The coffee waves and the specialty coffee impact in the consumption and at the retail level Studies the role of retail and the consumer Includes questions and exercises based on case studies and concepts Front Cover......Page 1 Coffee Consumption and Industry Strategies in Brazil......Page 4 Copyright......Page 5 Contents......Page 6 Contributors......Page 12 About the editors......Page 16 Foreword......Page 18 Preface......Page 20 Section 1 Market outlook, factors and trends......Page 22 1.1 Introduction......Page 24 1.2 The supply-demand balance......Page 25 1.3 Costs, innovations, and competitiveness......Page 30 1.4 Support policies and actions for the coffee sector......Page 35 1.5 Climate change and its impact on coffee production......Page 37 1.6 Final considerations......Page 38 References......Page 39 Further reading......Page 40 2.1 Introduction......Page 42 2.2 Coffee production and supply chain......Page 43 2.3.1 Studies about the demand for coffee......Page 46 2.3.2 Global demographic and income overview......Page 47 2.3.3.2 Perspectives of selected countries and regions’ total and per capita coffee consumption......Page 55 2.4.1 Coffee prices......Page 62 2.4.2 Coffee differentiation......Page 65 2.5 Final considerations......Page 67 Appendix......Page 68 References......Page 69 Further reading......Page 70 3.1 A short definition of specialty coffee......Page 72 3.2 Brazil’s situation in the global specialty coffee scene......Page 75 3.2.1 World’s biggest producer and challenges in reputation......Page 77 3.3 Different producing regions and diverse quality profiles......Page 79 3.3.1.2 São Paulo......Page 81 3.3.1.5 Bahia......Page 82 3.4.1.1 Harvesting and processing innovations......Page 83 References......Page 84 Further reading......Page 85 4.1 Introduction......Page 86 4.2.1 New institutional economy......Page 89 4.2.2 Collective action......Page 91 4.3.1 Coffee market: The role of Brazilian government......Page 93 4.3.2 Coffee market: The role of business association......Page 95 4.3.3 Coffee market: The role of the Coffee Quality Program......Page 99 4.4 Methodology......Page 101 4.5.1 Coffee Quality Program......Page 103 4.5.2 Certification from the perspective of transaction cost economics......Page 107 4.6 Conclusion......Page 108 References......Page 110 Further reading......Page 111 Section 2 Coffee farmers perception and contribution: Certification and strategies......Page 112 5.1 Introduction......Page 114 5.2 The empirical study......Page 116 5.3 Results......Page 118 5.4 Content analysis and coding of elements......Page 121 5.5 Final considerations......Page 125 Further reading......Page 128 6.1 Voluntary sustainability standards: Origin......Page 130 6.2 Standards and certificates for coffee......Page 132 6.3 Application in Brazil: Coffee producers in Brazil......Page 135 6.5 Managerial and policy implications......Page 141 References......Page 142 Further reading......Page 144 7.1 Introduction......Page 146 7.2 Theoretical support......Page 147 7.3 Method......Page 149 7.4.1 Case 1: “Da Serra” Farm, Botelhos—Southern Minas Gerais......Page 151 7.4.2 Case 2: Passeio e Lagoa Farms, Monte Belo, Southern Minas Gerais......Page 153 7.4.3 Case 3: Caxambú Farm, Três Pontas, Southern Minas Gerais......Page 155 7.4.4 Case 4: São Paulo Farm, Patrocínio, Cerrado Minas Gerais......Page 157 7.4.5 Case 5: Jatobá Farm, Patrocínio, Cerrado Minas Gerais......Page 159 7.4.6 Case 6: Denomination of origin Cerrado—DO Cerrado Mineiro......Page 160 7.4.7 Case 7: Conquista Farm, Venda Nova do Imigrante-Espirito Santo......Page 162 7.4.8 Case 8: Educampo (Field Education) Matas de Minas—SEBRAE (Agency for support of small and medium companies and .........Page 163 7.4.9 Case 9: Retiro Farm, Manhuaçu, Atlantic Forest Minas Gerais......Page 165 7.4.10 Resume of the categories of the cases......Page 166 7.5 Conclusions......Page 167 7.5.2 Recommendations for farmers and companies......Page 168 Further reading......Page 169 8.1 Introduction......Page 170 8.2 Family farming and market access......Page 172 8.3 The emergence of new markets for family farming......Page 173 8.4 The coordination of productive systems and the differentiation of coffee......Page 174 8.5 The institutional environment of GIs......Page 177 8.6 Family farming and the GIs of coffee in Brazil......Page 179 8.7 Final remarks......Page 182 References......Page 183 Section 3 Coffee industry strategies: Case studies......Page 188 9.1 Introduction......Page 190 9.2 Previous theoretical discussion......Page 193 9.3 Methodological procedures......Page 195 9.4.1 Cases presentation......Page 197 9.4.2 Attributes and dimensions......Page 198 9.4.3 Organization strategies in coffee procurement by small and medium roasters......Page 201 9.5 Conclusion......Page 206 References......Page 207 10.1 Introduction......Page 210 10.2 Cerrado history and the basis for the DO process......Page 211 10.3 The search for an alliance: The origin of designation conquest......Page 214 10.4 The internationalization strategy: The long path from Minas Gerais to the world......Page 218 10.5 The main challenges for the Cerrado Mineiro accreditation in the international market......Page 222 Further reading......Page 223 11.1 Introduction......Page 224 11.2 Brazilian cooperativism......Page 225 11.4 Methodology......Page 227 11.5.1 Institutional changes......Page 229 11.5.11.1 Environmental practices......Page 234 11.5.11.2 Social practices......Page 236 11.5.11.3 Internationalization......Page 237 11.5.11.5 Diversification......Page 238 11.5.11.6 Verticalization......Page 239 11.5.11.7 Innovation......Page 240 11.5.11.8 Transparency......Page 241 11.5.11.9 Management/governance......Page 242 11.5.11.10 Financial transactions......Page 243 11.6 Final discussion: The relationship of strategic dimensions with organizational adaptability and flexibility......Page 245 References......Page 248 Further reading......Page 249 12.1 Introduction......Page 250 12.2 Strategic pillars of Illy in Brazil......Page 251 12.3 Flexibility and evolution of strategies......Page 255 12.3.1 Partnership network......Page 257 12.3.2 Quality award and illy club......Page 262 12.3.3 Forms of acquisition......Page 265 12.4.1 Competition for raw material......Page 268 12.4.2 Disruptive technologies in the field and climate change......Page 270 12.4.3 Challenge of propagated sustainability and the diminishing relevance of certifications......Page 271 12.4.4 Attention points......Page 272 12.5 Final considerations on Illy’s future in Brazil......Page 273 References......Page 274 Further reading......Page 275 Section 4 Retail and consumer......Page 276 13.2 Long before the first wave......Page 278 13.3 Imminence of the first wave......Page 281 13.4 The first wave......Page 282 13.5 Second wave of coffee......Page 284 13.6 The third wave of coffee......Page 286 13.7 Epilogue: Will there be a fourth wave of coffee?......Page 291 References......Page 293 Further reading......Page 294 14.1 Introduction......Page 296 14.2.1 Consumption beyond consumerism......Page 297 14.2.2 The concept of experience......Page 299 14.2.3 Experiential marketing......Page 300 14.2.4 The consumption of experiences......Page 302 14.3 Methodology......Page 305 14.4.1 A brief historicity of coffee and coffee shops......Page 306 14.4.2 Coffee consumption waves around the world......Page 307 14.4.3 The third wave in the city of São Paulo......Page 310 14.5 Conclusions......Page 313 References......Page 315 15.1 A consumers’ perspective of coffee origin......Page 318 15.2 Origin recognition through geographical indication......Page 320 15.3 An analysis of consumer behavior regarding coffee origin......Page 323 15.3.1 The coffee choice process......Page 325 15.3.2 Consumers’ perception of coffee from Cerrado Mineiro and Chapada Diamantina......Page 329 15.3.3 Origin as a source of information......Page 333 15.3.4 A coffee choice process model: How is origin information processed?......Page 334 15.3.5 A comparison between Brazil and Colombia......Page 336 15.4 Final considerations......Page 338 References......Page 339 Further reading......Page 341 16.1 Introduction......Page 342 16.2 The effects of consumer behavior on the coffee market: An overview on the differences among countries......Page 344 16.2.1 Who drinks coffee?......Page 347 16.2.2 Taste is not enough, coffee has to be sustainable and fair......Page 348 16.2.3 Coffee consumption habits in Brazil......Page 351 16.3.1 Who produces and who sells coffee?......Page 353 16.3.2 What is the market perception of Brazilian coffee?......Page 357 16.3.3 The domestic market......Page 358 16.4 Conclusion......Page 359 References......Page 360 17.1 Introduction......Page 364 17.2.1 Model of choice for food......Page 366 17.2.2 Forces for healthy eating among young people......Page 368 17.2.3 Conceptual framework......Page 371 17.3 Methodology......Page 373 17.4.1 Perception of the benefits of coffee consumption......Page 374 17.4.2 Barriers to the perception of coffee as a healthy drink......Page 376 17.4.3 External stimulus for coffee consumption......Page 377 17.4.4 Coffee consumption as a healthy habit......Page 378 17.5 Discussion......Page 380 17.6.1 Theoretical contribution......Page 382 17.6.4 Future research......Page 383 References......Page 384 Index......Page 388 Back Cover......Page 398 __Coffee Consumption and Industry Strategies in Brazil____Consumer Science and Strategic Marketing__Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry.