Our correspondent in Germany, Volkmar Klebba, had as his first mission to write about the perception of value of Brazilian specialty coffees in Germany. Which only confirms the words of the professor and specialist in Branding, Júlio Moreira. That’s what we’re talking about. Be sure to check:
Brazilian coffee in Germany is used a lot in principal. But first of all, it is sold by industrial coffee, how we say in the speciality coffee brunch. With industrial coffee we mean the national and multi national brands. These brands are sold per kg roasted coffee to the consumer for more or less for 10 Euro per kg.
The speciality coffee Roasteries are mostly using Brazilian coffee for blends. Mainly espresso blends. It is used for that because the Brazilian coffee has a multifunctional flavour.
And than there are a few speciality roasteries which have a Brazilian coffee in their portfolio as a Single origin or Micro Lot. But speciality roasteries prefer to use coffees from smaller countries like Burundi, Ruanda, etc.
I’m using a good quality but not a single origin Brazilian coffee, a Brasil Santos. This is for my customers which prefer more a main stream taste. And I am selling it quite good.
I suppose that the problem of Brazilian Coffee concerning the speciality coffees is that Brazilian is known as the world biggest producer of coffee. It makes it not so easy to create a good story around a coffee which costs per kg 30 Euro and more when it comes from the biggest coffee producer in the world. Because this is in the mind of the people. I suppose that nearly no consumer in Germany knows that 75 Porcent of the coffee farmers in Brasil are small farmers.
It is hard work to convey the people that there are special and rare coffees from small farmers in Brasil which are worse a price of 30, 40 or 50 Euro per kg. And to make clear that they would miss a real good taste when not drinking them at least once.
Written by our german correspondent Volkmar Klebba.
