The supply chain through direct trade in agribusiness coffee: a look at the perspective of its agents

Abstract

The main objective of this study is investigating how the new model of coffee trade, known as Direct Trade Coffee has increased worldwide and how it has changed the supply chainin coffee trade. Through interviews by multiple-case method, the agents of supply chain coffee as producers, roasters and cafeterias demonstrated your perceptions in trade production, distribution and selling specialty coffee. The Transition Cost Economics theory was usedto understand how large the asymmetric information, opportunism and limited rationalityimpacts the supply chain value overall. This study is value to support the understanding of short and more fair coffee to negotiate.