Bayer launches tool for direct sales of coffee producers of Brazil

SAO PAULO (Reuters)-the brazilian unit of the German company Bayer launched Wednesday an online business environment to help Brazilian coffee producers to sell their grain directly to retailers and food service companies.
The site, called Made in Farm (madeinfarm.com.br), will help buyers and sellers to "meet", negotiate and close deals online, showing producer offers are encouraged to add information about the production, and local, post-harvest treatments and varieties of coffee, among others.
Bayer said in a statement that the tool can help producers--some of them consumers of its agrochemicals--access new market opportunities and boost profits, taking in the scene the middlemen.
"It's completely in line with the concept of shared economy, where the main coffee-producing regions of the country will have a new channel to deliver their products directly to large urban centres," said Cristiane Lourenço, Manager Sustainable development and partnerships in the value chain of Bayer.
The Brazil is the largest producer and exporter of coffee, and the second largest consumer after the United States. Brazil's coffee industry has gone through changes, with new premium brands coming to supermarkets and coffee shops offering special batches of coffee, since consumers are becoming more attentive to quality.