O café brasileiro: um panorama do setor e suas tendências para 2020

Abstract

The agroindustrial chain of coffee is characterized especially by the dynamism and complexity.The increased uncertainty in the global commodities market combined with lack of holistic studies covering several points of the agribusiness coffee chain, appear as motivating factors for the development of large and strategic business models.In this sense, the objective in this study was to characterize and evaluate the intervening forces in generating business models for the coffee sector.For the ‘players’ in the chain connected to the productive sector; they are producers, roasters, cooperatives, exporters; the work is justified for providing analyzes that enable better performance in the activity.Such information will be useful for including political authorities, assisting in the formulation or reformulation of projects in the sector, with the focus on making the activity increasingly profitable and sustainable.The research is from qualitative nature and exploratory type, and approach four different perspectives of the coffee sector.First, it is analyze the force of market, macroeconomic, and industry, based on secondary data.Then, the sector main trends are pointed for 2020, based on interviews with coffee industry experts representing different areas.The method used was interview via semi-structured script.In conclusion, the market force, it is necessary an increase in productivity of farming in Brazil, by the opportunity to supply the growth coffee consumer market.On the macroeconomic force, the increase in production costs and the continued volatility of prices causes a pressure to the value added in coffee and, consequently, the possibility of bilateral agreements among nations to long-term.Analyzing the industry force, it sees a highly concentrated structure. The conduct of the major roasters present in Brazil is directed to actions in marketshare, sustainability and single doses. Factors innovation, quality and sustainability are placed as critical to the performance of the coffee industry today. It is conclude, finally, that the main trends in technology will be new varieties of coffee, investment in mechanized harvesting processes and post-harvest. In the economic area will be increased area planted of robusta coffee in the world and added value from specialty coffees. In the social segment, the main notes are the most efficient positioning of Brazilian coffee marketing abroad, a greater number of certified farms and growth of single doses consumption.