Building the Fairtrade Coffee Market in Brazil:progress and Challenges

Abstract

This article aims to characterize the actions aimed at the Brazilian Fairtrade certified coffee market. It achieves this objective by describing the strategies aimed at the internal market of the stakeholders of Fairtrade certified coffee in Brazil. This is done in a scenario where there is: i) insufficient research that addresses the Brazilian Fairtrade coffee market; ii) increased consumption of specialty coffees in Brazil; iii) saturation of the external market for certified Fairtrade coffee. To this end, the article was designed by applying interviews and questionnaires to the main stakeholders of Fairtrade certified coffee in Brazil. The lack of collective strategies for publicizing Fairtrade coffee in Brazil is the main obstacle to the consumption of the product in the domestic market.