Fazenda Santa Monica bet on the market potential of specialty coffee

The growing market for specialty coffees and differentiated quality has encouraged investment in Farm Santa Monica, located in Axe, in southern Minas Gerais. Only this year, the company invested in opening an Office in Miami and in the marketing of coffee capsules. The measures adopted are considered fundamental to expand operations in the world market, add value to the product and the quality of Brazilian coffee in the world.
According to the Director of the Gourmet Coffee Santa Monica and Santa Monica's farm, Arthur Moscofian junior, the opening of the Office in Miami is regarded as strategic to expand marketing in other markets. In the country, which is the world's largest consumer of coffee, roasted and green coffees will be marketed, to filter, in capsules and espresso beans.
"We are optimistic about the opening of the Office in Miami. With a short time of operation we have contracts and we want to join also in wholesale networks. Act in the United States is the first step to get into other markets, such as Canada, Australia and Japan, countries that have sanitary requirements and as severe as the agroecological ", he points out.
The company has also been betting on the pod market, which in addition to add great value to the product has attracted more and more consumers for convenience. The coffee capsules are designed with technology that preserves the characteristics of the coffee, ensuring buyers a quality product. Compatible with Nespresso machine, the product is sold in packages of 10 units.
"The pod of coffee is one of the major global trends. We launched the capsules for two weeks, and we will deliver primarily in supermarkets and emporiums of São Paulo in Brazil. Our goal is to expand gradually the marketing until the main capitals of the country. But everything will depend on the logistics, which if not well thought-out makes very high costs. We send product samples to the United States, which has large demand. The return of customers has been very positive, "says Moscofian.
Production – located at 1.2 thousand meters of altitude, the property in Ax has 96 bushels with 500 thousand feet of coffee are produced 100% Arabica beans of species new world and catuai. The average annual production is around 5 thousand bags of 60 kilos. In 2015, due to drought, the harvest will be 10% less.
According to Moscofian, the investments in technology and care applied in the coffee plantation were fundamental to minimize the effects of drought. Despite the breakdown of 10% in volume, the quality and the sieve of the grains were preserved.
The farm has no sustainable system with fertirrigation by trickle that increases productivity and ensures a percentage of up to 80% Arabica beans with gourmet features. The system also contributes to the rational use of water and the correct application of inputs, which are distributed according to the demand of each plant by avoiding contamination of the environment and excessive use.
"Although the weather was not very favorable for the harvest, we can reduce the impact with Fertigation, we're picking a coffee of superior quality and high sieve. Of the total produced in the Santa Monica market 70% in the domestic market and 30% are exported to Greece, United States and China ", emphasizes Moscofian.
The entry of a high quality coffee in the domestic market is seen by Moscofian as promising, since the Brazilian comes valuing drink. "Consumers, in times of crisis, you can't lose an investment, so he pays more for quality coffee, knowing that the drink will be differentiated. The Brazil is the second largest consumer of coffee, behind only the United States, and the producer who did not invest in quality will be off the market. If the drink for the internal market is of quality, consumption will be higher, "says.