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WOMEN’S ROLES IN NURTURING QUALITY FROM SEED TO CUP

80026012Carlos Henrique Jorge Brando

Denmark, June 21st 2008

SCAE WONDERFUL COFFEECOPENHAGEN 2008

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THE ROLE OF WOMEN IN THE BRAZILIAN COFFEE CHAIN

Brazil today:

• World’s largest producer

• World’s largest exporter

• World’s second largest consumer

• 1,500 roasting companies

• 2,500 coffee brands

• Domestic consumption of coffee: 18 million bags

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A VERY DYNAMIC VALUE CHAIN

BUT...

WHERE ARE THE WOMEN?

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WOMEN’S PARTICIPATION IN THE COFFEE CHAIN ENTITIES AND ASSOCIATIONS

• Production- CNC (Coffee Growers’ Council)

Board Members: 10 (all men)Members: 20 largest coffee cooperatives

(40.000 growers)

- CNA (Coffee Growers’ Federation)Board Members: 27 Presidents (all men) /27 Vice-presidents (1 woman)Members: More than 1 million growers

THERE IS NO TRADITION OF WOMEN OWNING LAND IN BRAZIL

~_

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WOMEN’S PARTICIPATION IN THE COFFEE CHAIN ENTITIES AND ASSOCIATIONS

• Exports- CECAFE (Coffee Exporters’ Council)Board Members: 28 (all men)Members: 147 exporting companies8 run by women – small-size exporters

• Roasting Sector- ABIC (Brazilian Coffee Roasters’ Association)Board / Management: 12 (all men)Advisory Council: 48 members (2 women)Members: 1636 roasting companies

404 have women in the Board(misleading!)

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WOMEN’S PARTICIPATION IN THE COFFEE CHAIN ENTITIES AND ASSOCIATIONS

• Soluble Sector- ABICS (Brazilian Soluble Industry Association)

Board Members: 15 (all men)Members: 4 companies (all run by men)

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WOMEN THEN

• XIX and XX Centuries:- Immigrants → harvest- Supporting roles- A few land owners (heirs)

WOMEN NOW

Field Work → Harvesting → Processing → Exports25%

Women~_ 20 – 30%

Women0% 5%

Women

* Baristas: women well represented

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THE BARISTA SEGMENT IN BRAZIL

• New / trendy / rapidly growing• Women are the majority• Brazilian Barista Championship

(7 championships → women baristas won five 1st places)

• Sílvia Magalhães / Isabela Raposeiras

• Barista training course- SENAC- Since 2003- 12 groups / year, 60% women

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CASE STUDY: MIRANDA SISTERS

• Roasting company Café PadreVictor

• Founded in 1973• In Três Pontas – Brazil’s largest

coffee producing municipality• Sisters were 18, 16 and 14

years old when founded• Roasting / grinding / packing /

distribution• 40 employees / 3,000 clients in 200

cities• 2007: Brazil’s best gourmet coffee• One of the only roasting companies

in Brazil totally run by women

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CASE STUDY: SERRA DA GRAMA COFFEE

• Roasting company founded in 1973

• Mariângela T. Francisco took over the company in 1993

• Only director at the company• Only manager at one of the farms

(350,000 coffee trees)• 1993: 400 bags roasted / month

2008: 3,000 bags roasted / month• 46 employees• 8 products sold to clients

in 70 cities• Illycaffè supplier

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LET’S WORK FOR WOMEN TO BE MORE

REPRESENTED IN THE WORLDWIDE COFFEE

BUSINESS

THANK YOU!