Post on 17-Jan-2015
description
Tendências nos EUA Mercado de Cafés Especiais
David Griswold, PresidentSustainable Harvest Coffee Importers
A EmpresaFundada em 1997, a Sustainable Harvest é uma das maiores importadoras em volume de cafés certificados orgânicos e fair trade na América do Norte, e os vende para os principais torrefadores de especiais.
David Griswold foi presidente da SCAA no biênio 2002/2003, e no Conselho da SCAA durante 6 anos. Ele começou importando cafés especiais do México em 1990, e foi um dos pioneiros em cafés orgânicos e cafés especiais sustentáveis. Criou o termo “Café de Relacionamento”.
A Empresa
Building a SustainableGlobal Supply Chain
similarprojectscope
Mexico
PeruBrazil
Costa RicaNicaragua
GuatemalaHonduras
TanzaniaRwanda
Ethiopia
BoliviaEcuador
Colombia
Our sources
Oaxaca, Mexico
Portland, Oregon(USA)
Lima, Peru Kigoma, Tanzania
13 paises180,000 productores80+ coops/fazendas3 oficinas en origin
Mercado dos cafés especiais
i. O mercado
ii. Novas tendências no mercado
iii. Lições aprendidas com os cafés especiais
Mercado de café dos EUASources: SCAA,
D. GiovanucciMintel
Specialty$14 Billion
Traditional$17 Billion
SpecialtyTraditional
Mercado de café dos EUA é o maior do mundo; Os cafés especiais são praticamente a metade do
volume em dólares
$31 Billion2009 Market Size*
*Estimativas do setor
Marcas de cafés especiais
Cresciemento
Taxa de crescimento anual composta de
8,2%
0
3.75
7.5
11.25
15
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Cafés especiais no mercado dos EUA
Crescimento dos cafés especiais acelera Source:SCAA
Crescimento acelera
Compound Annual
Growth Rate 7%
0
90.00
82
41
Crescimento subjacente Tendências:
Lojas/Casas de Café
Crescimento
Tendência para o
“Premium “
Valor da “Xícara”
US$10,99/lb = 27 centavos
de dólar/xícara
Xícaras de cafés especiais/dia no mercado dos EUA (em milhões)
Principais tendências do mercado dos EUA
Outlook •A tendência de aumento do consumo de cafés especiais continuará...
•No varejo, a novo concorrência aos cafés especiais virá daqueles “adjacentes” à categoria
• As pessoas “cresceram” tomando cafés especiais
Principais tendências do mercado dos EUA
Outlook
•O consumo da geração mais velha diminuirá; uma grande impulsionadora do consumo de café tradicionais
•O consumo fora de casa impulsionará o crescimento de melhor consumo “em casa”.
Principais tendências: cafés orgânicos •O volume de café orgânico cresceu 12% em 2008, para quase 90 milhões de libras de importados.
•O café orgânico corresponde atualmente a 3% do mercado de café dos EUA.
•O valor de varejo atingiu US$1,3 bilhão, tornando-o o produto orgânico importado mais valioso importado para a América do Norte.
Estratégias para o café especial
Ser diferente e melhor em algo que importa para uma base de clientes suficientemente ampla.
Elaborar e alavancar a capacidade de o fazer melhor do que a concorrência por meio de investimento em pessoas, lugares e produtos.
Segmentar o mercado e conseguir uma participação maior em um nicho menor [torta menor]
Quem faz o quê?
}
Parcela do importador $0.17
US$9,95 é o preço no varejo
Parcela do produtor$1.70
$0.68 Diversos (perda com a torra, frete, financiamento, aduana, custo do
Parcela do Varejista$3.65
Parcela do Torrefador$3.75
Parcela dos varejistas e torrefadores com base nas estimativas do setor.
}
}}}
Nossa abordagem Estratégia:Seja diferente e melhor em algo que tem importância para uma base de clientes suficientemente ampla.Execução:Focada no café orgânico e fair trade que é o segmento que mais cresce nos cafés especiais. Com o valor de varejo de US$1,3 bilhão, o café orgânico é o produto orgânico mais valioso da América do Norte.
The 5 Ts
Our business model
• Rastreamento• Transparência• Treinamento• Tecnologia• Apoio ao negócio
O modelo de relacionamento
Cupping Reports
Taste Calibration
Financial Data
Natural Capital Center721 NW 9th Ave. Suite 235Portland, OR, 97209
(503) 235-1119(503) 296-2349
Date of Contract 01/30/09
Roaster Coffee Contract - Contract # GURA05-1-DL9
Buyer:Dillanos
1607 45th Street EastSumner, WA 98390United States
Seller:Sustainable Harvest 721 NW Ninth Street, Ste 235Portland, OR 97209U.S.A.
Date : 01/30/09
Total Quantity : One hundred and forty (140) 69 kg bags approximately 152.145US pounds
Description : Guatemala Rio Azul Huehuetenango SHB EP FLO ID 2270 Fair Trade , Current Crop . Target score is 84.
Price per lb * : $ 2.2000/lb
Price per bag : $ 334.72 USD
Value of the Contract : $ 46,860.66 USD
Delivery : May 2009 to Seattle
Payment : Net 30
Moisture content should fall within SCAA standards that define a minimum of 10% and maximum of 12% for washedcoffees, and 10%-13% for naturals.
*Contracts of fair trade coffee are subject to the financial terms and conditions as set forth by FLO and TRANSFAIR USA.The coffee price of $ 2.2000 applies when the NY C is at or below $ NA . If the shipper fixes above $ NA , the differencebetween the fix level and $ NA will be added to the sales price of this contract. The shipper must exercise its price fixingoption no later than the B/L date or First Notice Day, in which case the buyer will be duly notified.
The signing of this contract signifies the acceptance of all the terms herein, as well as the terms stated. In the event wedo not receive a signed contract or objections to the terms herein within 5 business days, you will be deemed bound bythe terms of this contracts.
We are a certified organic coffee importer under CCOF, and registered certified under the USDA National Organic Programlaw. All products sold as organic are “Organically Grown and Processed” in accordance with the California Organic FoodsAct of 1990." We are a certified importer of Fair Trade Coffee under TransfairUSA.
Late payments incur interest charges of 1.5% per month (18% annually). Customer is responsible for warehouse charges.Unpaid coffees remain property of seller until payment received. This contract incorporates the provisions, terms andconditions of the spot, ex-dock, ex-warehouse coffee contract of the Green Coffee Association (GCA) of New York City,Inc, including all rulings, bylaws, and arbitration procedures in effect on the date thereof.
721 N.W. Ninth, Suite 235Portland, OR 97209Phone 503.235.1119Fax 503.296.2349
FDA Food Facility Registration Number:12267991116FLO ID: 1195
DateInvoice
No.
02/11/09SH -
51956
Bill To
Green Mountain33 Coffee LaneWaterbury, Vermont 05676
Ship To
Green Mountain33 Coffee LaneWaterbury, VT 05676
P.O. No. Terms Due Date FOB D.O. No.
PEAT02-B-GM9 Net 20 03/03/09NJ - Continental
Terminals2874
ITEM MARKS, NUMBER AND DESCRIPTIONS QTY RATE AMOUNT
PEAT02-B-GM9(FTO)
030-0683-0261Peru Tabaconas FLO ID 20327Bags weigh 152.145 Lbs, Green CoffeeProducer Coffee price $1.55/Lb ** This Contract is fixed at the Fair Tradefloor price.
278 235.82 65,557.96
Shipping &Importing Fees
$0.2050/lb, Reflects the cost of shipping,drayage, customs, and financing coffee fromorigin to USA of $0.1400/ lb. andSustainable Harvest at Origin cost of$0.0650/lb, to support farmer capacitybuilding at origin.
8,670.74 8,670.74
Cafe Moto InventoryReport
February 13th,2009
Current Inventory
Contract Description QtyPurchased
Marks QtyReleased
QtyRemaining
Price/ Lbs
Updatedprice
incl. F &S
LandedApproval
Warehouse
CRCO03-1-MO8
Costa Rica Reserva Llano Bonito SHB FT
250 bags 0005-0139-0010
130 bags 120 bags 1.8800 2.1000 04/04/08* SLO -Annex
Warehouse
ETYG03-3-MO7
Ethiopian Yirgacheffe-2 FTO
150 bags 0010-0150-0044
134 bags 16 bags 2.0500 2.3700 10/18/07* SLO -Annex
Warehouse
NISO04-1-MO8
Nicaragua Las Hermanas FTO
250 bags 0017-0171-0007
91 bags 159 bags 2.1575 2.3575 04/30/08* SLO -Annex
Warehouse
PECS10-B-MO8
Peru Casil "Los 12 Apostoles" FLO 3651 FTO
228 bags 0030-0621-2041
67 bags 161 bags 2.0600 2.1200 11/25/08 SLO -Annex
Warehouse
TZKY12-1-MO7
Tanzania Arabica AA Kanyovu Specialty Gombe Reserve (no primary defects) CONV
22 bags 0033-0060-0001
16 bags 6 bags 2.3500 2.6100 05/19/08* SLO -Annex
Warehouse
* These coffees have been in your inventory position over 10 months, we ask you to pick up the remaining coffee balance at your earliest convenience. AllSustainable Harvest coffees are of the highest quality standard and are expected to be picked up by the buyer within a 10 month period to retain their qualityattributes.
In Transit
Contract Description Supplier ApprovalDate
BL Date Marks ETA
TZKY12-1-MO8
Tanzania Arabica AA Kanyovu Specialty Gombe Reserve (no primary defects) CONV
Kanyovu CoffeeCuring Coop
10/27/08 01/05/09 0033-0060-0003
Feb 28
Forward Contracts
Contract Description Supplier Originaldeliverymonth
QtyPurchased
Price / Lbs ApprovalDate
Notes
CRCO04-3-MO9 Costa Rica Reserva Llano Bonito SHB FLO ID 718 FT
Coocafe R.L. April 2009 250 bags Fixed1.9400
-- ETA Select ifdifer/
02/11 CSPaz:wait info in twoweeks for thesample of this
contract.
NISO05-2-MO9 Nicaragua Las Hermanas FTO
UCA Soppexcca May 2009 250 bags Fixed2.2900
--
721 N.W. Ninth, Suite 235 • Portland, OR 97209 • Phone 503.235.1119 • Fax 503.296.2349
| ©2005 Sustainable Harvest Coffee Co.
Important Trade Documents
The 21 de Septiembre cooperative recently broke away from a larger organization that mixed high altitude, high
quality beans with lower grade coffee, preventing members from receiving the full value of their coffee.
IndependenceThe 21st of September is a small cooperative that
broke away from a larger coffee exporting
organization in Oaxaca, Mexico. Now, as an
independent entity, the 21st of September sells its
coffee via Sustainable Harvest to specialty roasters
with a more direct and transparent business
relationship.
The StoryIn December 2005, the 21st of September
cooperative became an independent coffee producers’
organization. When the co-op was founded in
September of 1992, it choose its name because it
represented 21 coffee producing communities. It has
since increased to 23. The majority of the co-op’s
members are of the Mixteca indigenous group. Thirty-
five percent of the members are women. The farmers
are from communities near Putla, where the co-op is
headquartered, and they manage small plots of land in
what many roasters consider the best coffee region in
the state of Oaxaca, Mexico. All the coffee is shade
grown, with fruit and Ingas trees providing a shade
canopy. Farmers also produce staple crops like corn,
beans, and bananas for family consumption.
As an independent coffee organization, the 21 of
September is realizing the true value of their high
quality coffee. They sell to several of the most
selective coffee roasters in the US market. The
growers have chosen Sustainable Harvest as their
exclusive buyer and Sustainable Harvest provides the
co-op with farmer training and logistical support.
LocationThe 21st of September cooperative is located in the
town of Putla in the western, mountainous region of
Oaxaca, Mexico. The farmers grow their coffee on
land near the small towns of Santa Lucia, Monteverde,
Santa Cruz Itundujia, Santiago Ixtalyutla, La Reforma,
and Santa María Zacatepec.
21 OF SEPTEMBER, MEXICO
Sustainable Harvest has established an Origin Africa office in Kigoma in order to ensure that the unique KAN-
YOVU coffee maintains high quality, and to connect this remote region to new markets
Promoting a Sustainable Living KANYOVU represents 4,000 Tanzanian
farmers who work in one of the world’s most
threatened eco-systems. Sustainable Harvest is
improving coffee quality there in order to increase
farmer profits, and decrease pressures on the
landscape, and provide Tanzanians with a sustainable
income.
The Story In 2007, Sustainable Harvest began a new
Relationship Coffee project to link specialty coffee
roasters with the KANYOVU Coffee Curing Joint
Enterprise. KANYOVU is an umbrella organization
that represents ten smaller primary societies in the
Kigoma Region in Tanzania, on the border of the
Gombe National Park.
Kigoma, one of the most remote and
impoverished regions in Tanzania, possesses all the
essential elements needed for quality coffee: high
altitude, good soils, and heirloom varietals. But this
relatively young cooperative’s inexperience and
remote location formerly hindered its access to
markets.
Sustainable Harvest became involved in the
project to help increase farmer incomes in the region,
while reducing activities associated with deforestation
and the bush meat trade. The project represents a
unique opportunity to protect one of the few remaining
chimpanzee populations in Tanzania.
Over the past year, Sustainable Harvest has
provided much needed farmer training and
infrastructure development to ensure that KANYOVU
coffee can reach its full quality potential.
Location KANYOVU is located in the Kigoma Region
in the westernmost part of Tanzania. The mountains
that extend north along the shore of Lake Tanganyika
to the Burundian border are part of the Great Lakes
region, a place where East and Central African eco-
systems converge. Because of its position, the area
KANYOVU, TANZANIA
Crust
Fragrance / Aroma
0457 Brazil Natural
Carrier 12:34 PM
Cupping Session #1234
0456 Ethiopia Natural
Samples
Carrier 12:34 PM
New Sample DoneBack
State
Producer Coop 21 de Septiembre
Country Mexico
Type Preshipment
Oaxaca
Process Washed
85.5
84.0
0458 Mexico Washed
83.5
Carrier 12:34 PM
Sample #0456
0 10
8.25
Dry
QualitiesFloral, Chocolaty
Intensity
Acidity
Carrier 12:34 PM
Sample #0456
0 10
8.50
QualitiesFloral, Chocolaty
Carrier 12:34 PM
Sample #0456
Intensity
Body
Carrier 12:34 PM
Sample #0456
0 10
8.50
CommentsPotato
Flavor
0 10
8.50
QualitiesFloral, Chocolaty
Aftertaste
0 10
8.50
Carrier 12:34 PM
Sample #0456
Carrier 12:34 PM
Sample #0456
Uniformity 10
QualitiesFloral, Chocolaty
Balance
0 10
8.50
Clean Cup 10
Sweetness 10
Carrier 12:34 PM
Sample #0456
Carrier 12:34 PM
Qualities DoneBack
Earthy
Nutty
Chocolaty
Floral
Clean
Peanuty
New Defects 2
1 Cup
2
3
CommentsPotato
Taint
Fault
Crust
Fragrance / Aroma
0457 Brazil Natural
Carrier 12:34 PM
Cupping Session #1234
0456 Ethiopia Natural
Samples
Carrier 12:34 PM
New Sample DoneBack
State
Producer Coop 21 de Septiembre
Country Mexico
Type Preshipment
Oaxaca
Process Washed
85.5
84.0
0458 Mexico Washed
83.5
Carrier 12:34 PM
Sample #0456
0 10
8.25
Dry
QualitiesFloral, Chocolaty
Intensity
Acidity
Carrier 12:34 PM
Sample #0456
0 10
8.50
QualitiesFloral, Chocolaty
Carrier 12:34 PM
Sample #0456
Intensity
Body
Carrier 12:34 PM
Sample #0456
0 10
8.50
CommentsPotato
Flavor
0 10
8.50
QualitiesFloral, Chocolaty
Aftertaste
0 10
8.50
Carrier 12:34 PM
Sample #0456
Carrier 12:34 PM
Sample #0456
Uniformity 10
QualitiesFloral, Chocolaty
Balance
0 10
8.50
Clean Cup 10
Sweetness 10
Carrier 12:34 PM
Sample #0456
Carrier 12:34 PM
Qualities DoneBack
Earthy
Nutty
Chocolaty
Floral
Clean
Peanuty
New Defects 2
1 Cup
2
3
CommentsPotato
Taint
Fault
“Making coffee the currency of hope”