A gourmetização do café e sua contribuição para inserção competitiva das empresas brasileiras em uma cadeia global de valor

Abstract

The Brazilian coffee sector has given the country the title of second largest consumer of the bean, also standing out in the international market as one of the countries that produces and exports the most coffee. The competitiveness promoted by gourmetization for the quality of certain products, and the consequent return for their differentiated offer, has awakened the interest of farmers and other members of the coffee sector, in the search to add value to Brazilian coffee, making it more competitive in a market dominated by large international companies. The general objective of this research is to determine whether "The gourmetization of coffee contributes to the competitive insertion of Brazilian companies in global value chains. The specific objectives are to characterize coffee gourmetization - types and technologies; and to analyze the advantages and disadvantages of coffee gourmetization. The research is characterized as exploratory; the research sample was defined by the criteria of typicality, namely: that the company had commercialized gourmet coffee in the international market, that the company was located in the state of São Paulo, and that it had the Alta Mogiana Specialty Coffee (AMSC) certification. The data was collected through semi-structured interviews using an interview script. The content analysis technique was used for data analysis and results. The main result is that the gourmetization of coffee contributes to the competitive insertion of Brazilian companies in global value chains, by adding value, requiring greater investment in the search for quality and excellence - commonly associated with the process - generating, in addition to market prospects, a greater return on investment.