The Science of Coffee The hard business of selling beautiful coffee, part 1
May 19, 2025
Discover the fascinating world of specialty coffee farming in Brazil, where tradition meets innovation. Hear the story of a former mining consultant battling the challenges of the coffee market at Fazenda Paraíso. Explore the transformative journey from bulk sales to crafting unique flavors. Learn about the struggles of farmers like Vicente, who aim for fair compensation while navigating market fluctuations. This is a deep dive into the personal stories and hidden realities behind the coffee beans we cherish.
AI Snips
Chapters
Transcript
Episode notes
Late-Career Specialty Farm Makeover
- Vicente bought Fazenda Paraíso late in life and converted it from commodity to specialty coffee over ten years.
- He hired agronomists and built cupping and roasting facilities to focus on quality, not scale.
Sales Decide Farm Survival
- Selling specialty coffee requires finding different buyers than the traditional systems.
- Vicente must reinvent sales channels to make specialty farming financially viable.
The Harvester And Escolina Side-Stream
- Vicente shows the mechanised harvester and the RT-1200 that collect fallen cherries (Escolina).
- Small roasters buy these floor scrapings easily and pay quickly at harvest.