Como a start-up FARMly pode melhorar a imagem da marca “café Brasil” no mercado de torrefadores europeus

Abstract

This study investigates the extent to which the company FARMly can cooperate in enhancing the image of the “Café Brasil” brand among European roasters. The research uses a qualitative approach, based on reports from European roasters who do business with the company and documentary analysis. The analysis looks at how the international coffee market and marketing was developed in the Brazilian and Colombian markets, comparing the two markets and how this has influenced the current prices of coffees from each origin, even though they have similar qualities. It is known that, due to the elaborate brand-building and marketing strategies of the Colombian players, they have managed to achieve brand recognition that values the product. The same would not have been true in Brazil, which has historically focused on the high production of basic coffees and is consequently internationally recognized as producing only coffee of this quality, which negatively influences the sale of Brazilian specialty coffees on the European market. At the end, some marketing actions are organized, aimed at developing and disseminating the “Café Brasil” brand image, which can be carried out by the FARMly company to increase the brand's appreciation in the European roasters' market and thus improve its pricing and positioning. The results of this study highlight the importance of educating producers, disseminating information and long-term marketing strategies in the coffee supply chain, in order to lead to the proper valuation and pricing of Brazilian specialty coffees in the global market.