@article{deAlmeida:254122,
      recid = {254122},
      author = {de Almeida, Luciana and Zylbersztajn, Decio},
      title = {Key Success Factors in the Brazilian Coffee Agrichain:  Present and Future Challenges},
      journal = {International Journal on Food System Dynamics},
      address = {2017-01},
      number = {1012-2016-81294},
      pages = {9},
      year = {2017},
      abstract = {Coffee production has grown 100% in volume over the past  30 years, accounting for 144 million coffee bags produced  in 2015. Brazil responded to 42% of this production, along  with Vietnam (19%), Colombia (9%), Indonesia (8%), and  Ethiopia (4%) (OIC, 2016). Following this pace, the  consumption expanded not only in such traditional markets  as the United States (4.2 kg/year), Germany (6.9 kg/year),  and France (5.7 kg/year) but also in tea-driven markets,  such as Japan, Korea, Russia, and China (CECAFE, 2013). In  2015, Brazil harvested 43.2 million 60-kg bags of green  coffee, 32 million of which were of Arabica coffee and 11.2  million of a Conilon species (CONAB, 2016). The planted  area in Brazil is 2.3 million hectares, and there are about  287,000 producers, predominantly mini- and small farmers.  Having continental dimensions, the country presents a  variety of climates, reliefs, altitudes, and latitudes that  allow the production of a wide range of types and qualities  of coffee (MAPA, 2016). This research aimed to clarify  present and future challenges for the Brazilian coffee  agrichain, considering the growing demand and also  competitiveness between the coffee countries’ producers. To  capture the vivid perception of the actors in the coffee  chain, a qualitative approach was employed. The research  was conducted in three phases. In the first phase, 10  coffee specialists were interviewed to identify the coffee  sector’s main milestones for Brazil over the next 30 years.  The findings culminated in eight key success factors for  coffee-farming management. Finally, in the second phase,  the results of phase two were submitted for analysis by 39  coffee farmers through three discussion panels held in the  major producing regions: Sul de Minas (corresponding to 25%  of the national production), Cerrado Mineiro (with 10%),  and Matas de Minas (with 16%) (MAPA, 2016). The third phase  comprised the data analysis, aggregating the patterns by  regions and by critical factors. The first outcome was a  comparative analysis of the three regions using the lens of  the key success factors and, second, the main future  challenges faced by each region. The study consolidated new  drivers of change that directly impact corporate strategies  and public policies, namely: (a) increasing complexity in  coffee farming, (b) farm succession, (c) mechanization, (d)  increased use of pesticides, (e) climate change, (f)  consumer behavior, and (g) risk management in the coffee  agrichain. Given these drivers of change, companies in the  Brazilian coffee agrichain may move forward with relevant  strategic focus on important issues, leading to: (i)  loyalty from the farmer to guarantee high-quality coffee  supply, (ii) increase in entry barriers to ensure the  maintenance of leadership in world coffee production and  exportation, (iii) operational risk minimization for  companies as well as coffee farmers, (iv) encourage and  participate in the farmers´ actions to make coffee activity  more environmentally friendly, and finally, (v) designing  marketing plans connected with the coffee consumers’ habits  and desires, current and future.},
      url = {http://ageconsearch.umn.edu/record/254122},
      doi = {https://doi.org/10.22004/ag.econ.254122},
}