Beyond the Commodity: Strategies for Brazil to Stop Being Just a Raw Bean Exporter
Beyond the commodity: explore Brazil’s strategies to move from exporting raw coffee beans to adding value via roasting, branding, specialty coffee, and sustainable markets. 1. Introduction Brazil has long been known as the world’s leading exporter of raw (green) coffee beans. While volume leadership is an achievement, it comes with drawbacks: low value capture, vulnerability … Ler mais