A Terceira Onda Do Café Em Minas Gerais

Abstract

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.

Value Co-Creation in the Specialty Coffee Value Chain: The Third-Wave Coffee Movement

“…Around the 1990s, coffee producers founded the Brazilian Specialty Coffee Association (BSCA), which was aimed at new business opportunities through investment in coffee quality. In 2002, to describe the evolution of coffee consumption, barista Trish Skeie named the movement "consumption waves" in "The Flamekeeper," a guide of the Specialty Coffee Association of America (Guimarães, de Castro Júnior, & de Andrade, 2016). The coexisting waves have different philosophies and priorities as well as offer different consumption experiences to distinct target consumers.…”

“…In the value chain, there is an observed attempt toward approximation between producers and end-consumers. The differentiation goes beyond a superior quality coffee bean and includes limited availability ("microlotes"), specialty varieties, coffee origin and growers' historical methods of harvest and preparation, and environmental and social concerns (Guimarães et al, 2016;Zylbersztajn & Farina, 2001).…”

Competitive Pressures on the Artisan Coffee Roaster Segment in the State of Minas Gerais, Brazil: A Multi-Case Study

“…In order to explain the constant changes in the global coffee market, the concept of "waves" was created following three distinct movements that influence this market, each one with its own set of priorities, philosophies and contributions to the consumption experience (GUIMARÃES, 2016;CASTRO JÚNIOR;ANDRADE, 2016). Such a concept is constantly evolving, but to the First Wave is attributed the significant increase of coffee consumption and important revolutions in the product's processing and commercialization.…”

“…3037 -37200-000 -Lavras -MG alvaro-cozadi@hotmail.com producing origin, as well as for the popularization of espresso and the beverage consumption in coffee shops. In turn, the Third Wave, the most current movement, is understood as a revolution in the specialty coffee market, marked especially by the radical change of product's perception (now considered as complex as wine) and by the adoption of several new differentiation factors (ANDRADE et al, 2015;BORRELLA;MATAIX;CARRASCO-GALLEGO, 2015;CASTRO JÚNIOR;ANDRADE, 2016).…”

“…Finally, the Third Wave used only specialty arabica coffee beans, preferably from single origin (at the region or property level) and with lighter roasting, in order to emphasize the unique characteristics of the beans. The roasting takes place in an artisan way and the focus changed to the commercialization in smaller volumes of roasted coffee to be ground only at the consumption time (MANZO, 2014;GUIMARÃES, 2016;CASTRO JÚNIOR;ANDRADE, 2016) This "wave" concept aids the understanding of the coffee market, as well as the appearance and enlargement of the niche of specialty coffees, whose number of consumers, professionals and companies related to its production, roasting and preparation (extraction) has grown significantly, although it is still little known and underexplored in the country, which motivated this study. The aim was to analyze the structure of the artisan coffee roasting segment in the state of Minas Gerais, Brazil, in order to understand it and encourage the adoption of policies for its expansion, besides comparing it to the roasting segment of commodity coffee.…”