The tradition of more than eight decades in coffee cultivation has gained a new marketing strategy to win over consumers. Café Fazenda Floresta, in São Sebastião da Grama, in the interior of São Paulo, bets on “World Cup coffee”, an alternative to unite two global passions: coffee and football.
“When we think about innovating, we have to bring together passions like coffee and the World Cup, one because it is widely consumed and loved and the other because it brings together the emotions that sport provides”, Cristina Meirelles, a partner at the company, told CNN Brasil.
The farm, managed by the third generation of the family and currently led by three producing sisters, has directed investments to expand its operations in the specialty coffee segment, considered one of the most promising markets in Brazilian coffee farming.
According to Meirelles, the company has been investing in technology and improving production processes to serve consumers who. “We have invested heavily in technology and quality to improve processes and obtain premium products, a strategic segment for Brazil,” he said.
The coffee launched by the brand is a special roasted and ground Arabica, with 82 points in the quality classification, presenting sensorial notes of chocolate and caramel. Supporting the Brazilian team is an essential aspect of the specificity that relies on the verticalization of production. The entire process, from farming to roasting, is carried out by the property itself.
For the partner and one of the sisters, the business model guarantees a competitive advantage. “We work with the verticalization of production, with roasting in our own unit. This guarantees the excellence of the coffee that leaves the farm and reaches the consumer”, he explained.
The commercial strategy also seeks to expand . Café Fazenda Floresta supplies the domestic market, but maintains strategic units, such as installation at Guarulhos International Airport, the main gateway for foreign tourists to Brazil.
“Being in Guarulhos attracts foreigners who can try our coffee and take it with them. This strategic position allows us to expand our reach and take a bit of Brazilian coffee to the world”, he stated.
According to the businesswoman, the to appear. The company receives messages from baristas in countries such as Alaska (United States), Switzerland and Germany praising the quality of the product, a return that, according to it, reinforces the brand’s expansion strategy.
In addition to the point at the airport, the products are sold in retail chains in the state of São Paulo, physical stores and marketplaces, expanding consumer access to the specialty coffees produced by the farm.
