The Science of Coffee The hard business of selling beautiful coffee, part 2
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May 19, 2025 Discover the inspiring journey of a Brazilian coffee farmer as he transitions from mining consultancy to specialty coffee production. Learn about the challenges faced in securing fair prices and the innovative strategies employed by him and his daughter to connect with buyers. The emotional dynamics of family support and the personal losses they endure highlight the human aspect behind every cup. Explore the complexities of establishing a reputation in the American market and the impact of direct trade in shaping their specialty coffee future.
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Small Premiums Limit Farm Growth
- A 10% premium keeps a small specialty farm afloat but prevents bold investments or risky variety trials.
- Vicente needs far higher premiums to reinvest and experiment with higher-value coffees.
Shared Container To Reach US Market
- Vicente financed a shared container with another farm, filling it half-and-half to export to Houston due to high single-container costs.
- Financing a container costs around $100,000, so partnerships made exporting feasible for small farms.
Family Move Became A Sales Opportunity
- Marina moved to Houston for family reasons and became the farm's on-the-ground sales agent there.
- Her presence allowed Vicente to attempt direct sales in the U.S., a rare advantage for a small farm.