GOURMET COFFEE PRODUCERS MIRAM FINAL CONSUMER

Coffee Santa Monica launched packaging in smaller sizes this year at the request of customers and expects to grow 20%
An eye on the growing interest in gourmet coffee, small and medium-sized producers of Grand advantage to establish a direct relationship with the consumer. The Coffee Santa Monica, who supplied the product to restaurants, bakeries and coffee shops, but started working this year with smaller packaging and sale in emporiums. Already the producer Luiz Cláudio Cruz created a signature Club to deliver the coffee directly in the client's House.
In the evaluation of the Chief Executive Officer of Associação Brasileira da Indústria de Café (Abic), Nathan Herszkowicz, this movement highlights producers ' market growth and it also shows that the consumer wishes and accepts paying more for a quality product.
In the year 2000, there's no such thing as ne-no gourmet coffee brand in Brazil. Today, the Abic certifies 110 marks, representing 3% of the 4% of the total volume of coffee consumed in Brazil – approximately 800 thousand bags. The market estimates that such participation can reach 10% in the next ten years.
The Coffee Santa Monica, meanwhile, has been in existence since 1985 and was designed by engineer Arthur Moscofian Junior, representing the third generation of the family coffee producers in the State of Minas Gerais. "We also had restaurants and bought an espresso machine, but we couldn't have a good coffee on the market. I decided to learn how to improve the crop and roast coffee, "says the engineer, who despite counting 620 works in the curriculum, began to devote himself only to the family business.
With the goal of making the best possible coffee company sa invested in certification, apri-moramento of labor and still on Fertigation — it's a technique that uses irrigation water for bring the nu-trientes at plantations. And to get a cup of coffee of course do-EC, the engineer has developed a special technique.
"Every five years, played the orange peel under the foot of coffee for the citric acid from the bark to the sugar-shaped grain" reveals Moscofian.
The consumer interest by Santa Monica started growing coffee five years ago, when customers of establishments serving the drink began to ask the product to take home. The company's strategy was launched, then, packages of 250 g and 500 g of ground coffee and 250 g and 1 kg of coffee beans. In 2012, the farm recorded revenues of $ 6.3 million. And the roaster, which also makes toasts to or-tras brands, R $ 7.8 million. "We want to maintain the growth of 20% per year," points out.
Ever the businessman Luiz Cláudio Cruz produces coffee for 10 years on his farm, located in the Cerrado Mineiro, and studying ways to reach the consuming pain end. Create a tag and place the product in the supermarket showed a high investment and with many competitors. The solution was investing $ 150,000 in a Club of subscriptions to deliver coffee in a client's House. "We have two major challenges: show the consumer that consumers alternative-mo and freight barrier."
To the Coordinator of the study and research Prove/FIA, Nuno Fouto, although it is a potential market, entrepreneurs need to be careful about the price. "There is a relevant market, but that doesn't mean working with the margin that you want. This is an error that the Brazilian often makes when you're trying to differentiate and position themselves in a more premium market. The challenge is to offer a differential with compatible price. "