Estratégias de agregação de valor na comercialização de cafés: estudo de caso no cerrado mineiro.

Abstract

Coffee is one of the main agricultural crops grown in Brazil and is an important component in generating jobs and income in the country through its production chain. As production costs have risen over the years, seeking strategies to achieve marketing values that sustain a healthy margin for the operation has become essential to the sustainability of coffee farms. The aim of this study is to analyze the tools and strategies applied to optimizing the marketing of coffee, with an emphasis on adding value to its marketing. A case study was carried out on an estate located in the Cerrado Mineiro region, evaluating the strategies adopted by the estate to differentiate its product in the market. Among the practices analyzed to identify added value in marketing are quality certifications and the adoption of improvements in the post-harvest process, such as controlled fermentation and slow drying. The research shows through the financial impacts that, despite the attempts to add value to the product, the property faced challenges in achieving prices equal to or higher than those practiced on the regional or national market. In addition, the study revealed that the production cost per hectare of the farm was higher than the regional average in the biennium 2021/2022 and 2022/2023, negatively impacting its competitiveness. The work suggests that, in order to optimize results, it is necessary to take greater advantage of consumer trends, insert new products demanded by the third wave and also focus on a unique combination of value, cost leadership or focus or differentiation, to improve the marketing strategy, consequently improving the value added to the product.