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Third Wave Coffee in Minas Gerais, Brazil RESUMO Considera-se que existam três movimentos, também denominados "ondas", influenciando o mercado e o consumo mundiais de café. Cada um apresenta um conjunto diversificado de prioridades e filosofias, contribuindo de formas diferentes para a experiência de consumo da bebida. No Brasil, a Terceira Onda ganhou força nos últimos cinco anos, o que pode contribuir significativamente para a melhoria de qualidade dos cafés consumidos no país. Objetivou-se compreender como a Terceira Onda do café se faz presente nas estratégias de cafeterias no estado de Minas Gerais, por meio de entrevistas semiestruturadas em profundidade com proprietários de três cafeterias mineiras, baseadas no conceito de Terceira Onda e localizadas em cidades de portes variados. Observou-se grande adesão destas empresas aos princípios deste movimento, mas com adoção de duas posturas distintas, de purismo e transição. Concluiu-se que tais posturas podem ser influenciadas por diversos fatores e contribuir de formas diferentes para o consumo de cafés especiais no Brasil.

Changes in consumer behavior and his constant search for convenience and practicality in products and services stimulated the demand for coffee capsules, a fast growing market in Brazil. However, little is known about consumer behavior and preferences regarding this product, motivating this study. Our aim was to understand the coffee capsules consumption through the lens of the Theory of Practice, in order to analyze the specificities that structure this market and guide the behavior of its consumers. Through a qualitative and descriptive study, supported by the conduction of semi-structured interviews and participant observation in virtual groups of these product's consumers, we found that the consumption of encapsulated coffees is conditioned to the disposition of time and company of the interviewees and that the product's quality perception is still low. In addition, there is great resistance to the acquisition and consumption of generic capsules.

PurposeBuilding on Guimarães et al. (2019) study and using the modeling of structural equations, the objective of this paper was to elaborate constructs whose variables would enable the characterization and distinction of individuals among these different groups of consumers and to provide insights into their transition between them.Design/methodology/approachThe constructs were validated by the average variance extracted adaptive (AVEADP) index. The transition between consumer groups is explained and encouraged by advances in their conceptual and perceptual knowledge. Thus, regular consumers should be addressed with messages aimed primarily for the social aspect of consumption; enthusiasts, by reinforcing simple to moderate aspects commonly used as product purchase criteria and experts, attracted by the emphasis on complex criteria related to specialty coffee's conceptual and perceptual knowledge, highlighting their influence on the beverage's sensory profile.FindingsThose results enabled a better understanding of these consumers and can guide the marketing strategies of different actors in this market.Originality/valueImportant attempts to understand and characterize Brazilian specialty coffee consumers were conducted by Guimarães et al. (2019) and Ramírez-Correa et al. (2020). However, further studies are needed to differentiate different specialty coffee consumer groups and enhance the market applicability of those studies results. In addition, despite its importance, there is a paucity of public domain studies about the national consumption of specialty coffees, being the results of this work important for the wide dissemination of such information.

Double Blind Review System Scientific Editor Ilan AvrichirStudy aim: we aimed to outline the direct trade of specialty coffees' global research and adoption, highlighting its contributions, limitations and theoretical and empirical gaps, providing insights for future studies. Method: integrative systematic review of selected academic materials from the Web of Knowledge, SciELO, Scopus, Science Direct and Scholar Google databases, as well as technical materials from the Specialty Coffee Association and the Perfect Daily Grind portals, which were analyzed using the qualitative and open grid categorical content analysis technique. Main results: we identified three categories of contributions associated with Direct Trade -"Relationship and Coordination", "Origin and Sustainability" and "Quality and Differentiation" and three categories of its limitations -"Conceptual and Regulatory", "Execution and Monitoring" and "Potential of Transformation and Accessibility". Despite its potential to contribute to the promotion of the sustainability of this market, Direct Trade is not the only solution to the many and complex challenges of the activity. Therefore, it should be adapted to local realities and be carefully adopted, preferably in conjunction with other initiatives aimed at opening different markets and reaching different consumer audiences. Relevance/originality: this is the first systematic review of the subject, required by the rapid growth of studies in the field, despite its currentness and only recent expansion of the debate. Theoretical/methodological contributions: we presented a new concept of Direct Trade, subdivided the practice into two perspectives -relational and transactionaland elaborated a framework for its realization.

ABSTRACT:The specialty coffee market is still little known and underexplored in Brazil, motivating an analysis of the competitive pressures and structure of the artisan coffee roaster segment in the state of Minas Gerais, in order to better understand it and encourage the adoption of specific policies for its expansion, besides comparing it to the commodity coffee roasting segment. A multi-case study was performed with three companies in this segment through in-depth interviews with their owners. There were significant changes in the competitive forces that shape the coffee industry, when comparing the specialty and commodity coffee segments, both in intensity and in motivations. Among the suggested policies to support the specialty coffee segment are its promotion and dissemination through "consumer education" and awareness raising on the differentiated properties of these products, besides providing subsidized courses and specializations for those who wish to be involved in this marketplace.Index terms: Specialty coffees, strategy, coffee waves. PRESSÕES COMPETITIVAS NO SEGMENTO MINEIRO DE TORREFADORAS ARTESANAIS: UM ESTUDO MULTI-CASOSRESUMO: O mercado de cafés especiais ainda é pouco conhecido e explorado no país, motivando a realização de uma análise das pressões competitivas e estrutura do segmento mineiro de torrefadoras artesanais, de forma a compreende-lo melhor e estimular a adoção de políticas específicas para sua expansão, bem como compará-lo ao segmento de torrefadoras de café commodity. Realizou-se um estudo multi-casos com três empresas deste segmento, por meio de entrevistas em profundidade com seus proprietários. Observaram-se importantes mudanças nas forças competitivas que moldam a indústria de café, quando comparados os segmentos de cafés especiais e commodity, tanto em sua intensidade quanto em suas motivações. Como políticas para apoio deste segmento, sugere-se a promoção e divulgação dos cafés especiais, "educando" o consumidor e conscientizando-o dos atributos de diferenciação destes produtos, bem como a disponibilização subsidiada de cursos e especializações para aqueles que desejem se inserir neste mercado.Termos para indexação: Cafés especiais, estratégia, ondas do café.

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The market-making studies propose a singular approach to markets based on the search to explain the formation and functioning of markets from a performative perspective. Considering actors, their actions and tools, markets are constituted and programmed to operate in a given way, and the purpose of the proposed theoretical model is to observe what these elements are and how they interact in a social context so that this given functioning in fact occurs. Because there is a dense literature on the topic, understanding all of its concepts and premises can be challenging. Thus, two market analysis perspectives are exposed: (i) translational, which observes how markets evolve as a structure, and (ii) inscriptionary, aimed at understanding how market practices transpose from a market actor’s point of view to another.