View
0
Download
0
Category
Preview:
Citation preview
SCAE WONDERFUL COFFEE
COPENHAGEN 2008
© Copyright P&A
WOMEN’S ROLES IN NURTURING
QUALITY FROM SEED TO CUP
80026012Carlos Henrique Jorge Brando
Denmark, June 21st 2008
THE ROLE OF WOMEN IN THE
BRAZILIAN COFFEE CHAIN
Brazil today:
•World’s largest producer
•World’s largest exporter
© Copyright P&A
•World’s second largest consumer
• 1,500 roasting companies
• 2,500 coffee brands
•Domestic consumption of coffee: 18
million bags
A VERY DYNAMIC VALUE CHAIN
BUT...
© Copyright P&A
BUT...
WHERE ARE THE WOMEN?
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) ~_
© Copyright P&A
(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
WOMEN’S PARTICIPATION IN THE COFFEE
CHAIN ENTITIES AND ASSOCIATIONS
• Exports
- CECAFE (Coffee Exporters’ Council)
Board Members: 28 (all men)
Members: 147 exporting companies
8 run by women – small-size exporters
© Copyright P&A
• 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!)
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)
© Copyright P&A
Members: 4 companies (all run by men)
WOMEN THEN
• XIX and XX Centuries:
- Immigrants → harvest
- Supporting roles
- A few land owners (heirs)
© Copyright P&A
WOMEN NOW
Field Work → Harvesting → Processing → Exports25%
Women
~_ 20 – 30%
Women
0% 5%
Women
* Baristas: women well represented
THE BARISTA SEGMENT IN BRAZIL
• New / trendy / rapidly growing
•Women are the majority
• Brazilian Barista Championship
(7 championships → women
baristas won five 1st places)
© Copyright P&A
baristas won five 1st places)
• Sílvia Magalhães / Isabela
Raposeiras
• Barista training course
- SENAC
- Since 2003
- 12 groups / year, 60% women
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
© Copyright P&A
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
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
© Copyright P&A
• Only manager at one of the farms (350,000 coffee trees)
• 1993: 400 bags roasted / month2008: 3,000 bags roasted / month
• 46 employees
• 8 products sold to clients in 70 cities
• Illycaffè supplier
© Copyright P&A
LET’S WORK FOR WOMEN
TO BE MORE
REPRESENTED IN THE
WORLDWIDE COFFEE
BUSINESS
© Copyright P&A
THANK YOU!
Recommended