Palestra apresentada durante o 17º ENCAFÉ - ABIC Mercado de Cafés Especiais e a Sustentabilidade da Indústria de Café

1. Tendências nos EUA Mercado de Cafés
Especiais
David Griswold, President
Sustainable Harvest Coffee Importers

2. A Empresa
A Empresa
Fundada em 1997, a Sustainable Harvest é uma
das maiores importadoras em volume de cafés
certificados orgânicos e fair trade na América do
Norte, e os vende para os principais torrefadores
de especiais.
David Griswold foi presidente da SCAA no biênio
2002/2003, e no Conselho da SCAA durante 6
anos. Ele começou importando cafés especiais do
México em 1990, e foi um dos pioneiros em cafés
orgânicos e cafés especiais sustentáveis. Criou o
termo “Café de Relacionamento”.

3. Our sources
13 paises
180,000 productores
Portland, Oregon 80+ coops/fazendas
(USA)
3 oficinas en origin
Mexico
Honduras
Oaxaca, Mexico
Guatemala
Nicaragua
Costa Rica
Ethiopia
Rwanda
Colombia
Tanzania Kigoma, Tanzania
similar Ecuador Lima, Peru
project Bolivia
scope Peru
Brazil
Building a Sustainable
Global Supply Chain

4. Mercado dos cafés especiais
i.
O mercado
ii.
Novas tendências no mercado
iii.
Lições aprendidas com os cafés
especiais

5. Mercado de café dos EUA
Mercado de café dos EUA é o maior do mundo;
Sources:
SCAA, Os cafés especiais são praticamente a metade do
D. Giovanucci volume em dólares
Mintel
2009 Market Size*
Specialty
$14 Billion
$31 Billion Traditional
$17 Billion
Specialty
Traditional *Estimativas do setor

6. Marcas de cafés especiais

7. Cresciemento
Crescimento dos cafés especiais acelera
Source:
SCAA Taxa de crescimento 15
anual composta de
8,2%
11.25
7.5
3.75
1999 2000 2001 2002 0
2003 2004 2005
2006 2007 2008 2009
Cafés especiais no mercado dos EUA

8. Crescimento
subjacente
Tendências:
Crescimento acelera
Lojas/Casas
Xícaras de cafés especiais/dia no mercado
de Café dos EUA (em milhões)
Crescimento
90.00
Compound
Tendência Annual
para o Growth Rate
“Premium “ 7%
Valor da 82
“Xícara”
US$10,99/lb
= 27 centavos 41
de dólar/
xícara 0

9. Principais tendências
do mercado dos EUA
Outlook
•A tendência de aumento do consumo de
cafés especiais continuará...
•No varejo, a novo concorrência aos cafés
especiais virá daqueles “adjacentes” à
categoria
• As pessoas “cresceram” tomando cafés
especiais

10. Principais tendências
do mercado dos EUA
Outlook
•O consumo da geração mais velha
diminuirá; uma grande impulsionadora
do consumo de café tradicionais
•O consumo fora de casa impulsionará
o crescimento de melhor consumo
“em casa”.

11. Principais tendências: cafés orgânicos
•O volume de café orgânico cresceu 12% em
2008, para quase 90 milhões de libras de
importados.
•O café orgânico corresponde atualmente a 3% do
mercado de café dos EUA.
•O valor de varejo atingiu US$1,3 bilhão, tornando-
o o produto orgânico importado mais valioso
importado para a América do Norte.

12. Estratégias para o café especial
Ser diferente e melhor em algo que importa para
uma base de clientes suficientemente ampla.
Elaborar e alavancar a capacidade de o fazer
melhor do que a concorrência por meio de
investimento em pessoas, lugares e produtos.
Segmentar o mercado e conseguir uma
participação maior em um nicho menor [torta
menor]

15. Quem faz o quê?
US$9,95 é o preço no varejo
$3.65 Parcela do Varejista
$3.75 Parcela do Torrefador
Diversos (perda com a torra, frete,
$0.68
financiamento, aduana, custo do
Parcela do importador
$0.17
$1.70 Parcela do produtor
Parcela dos varejistas e torrefadores com base nas estimativas do setor.

16. Nossa abordagem
Estratégia:
Seja diferente e melhor em algo que tem
importância para uma base de clientes
suficientemente ampla.
Execução:
Focada no café orgânico e fair trade que é
o segmento que mais cresce nos cafés
especiais. Com o valor de varejo de US
$1,3 bilhão, o café orgânico é o produto
orgânico mais valioso da América do
Norte.

17. Our business model
O modelo de relacionamento
• Rastreamento
The
5 Ts • Transparência
• Treinamento
• Tecnologia
• Apoio ao negócio

23. Cupping Reports
Taste Calibration

24. Financial Data

25. Important Trade Documents
Natural Capital Center
721 NW 9th Ave. Suite 235
Portland, OR, 97209
(503) 235-1119
(503) 296-2349
Date of Contract
01/30/09 Invoice
Date
No.
721 N.W. Ninth, Suite 235 Roaster Coffee Contract - SH -
Contract # GURA05-1-DL9
Cafe Moto Inventory February 13th,
Portland, OR 97209 02/11/09
Phone 503.235.1119
Buyer:
51956
Seller: Report 2009
Fax 503.296.2349
Dillanos
FDA Food Facility Registration Number: Sustainable Harvest
12267991116 1607 45th Street East 721 NW Ninth Street, Ste 235
FLO ID: 1195 Sumner, WA 98390 Portland, OR 97209
United States Current Inventory U.S.A.
Contract Description Qty Marks Qty Qty Price Updated Landed Warehouse
Purchased Released Remaining / Lbs price Approval
incl. F &
Bill To Date : 01/30/09 Ship To S
CRCO03- Costa Rica Reserva Llano Bonito SHB 250 bags 0005- 130 bags 120 bags 1.8800 2.1000 04/04/08* SLO -
Green Mountain Total Quantity : One hundred Green Mountain 69 kg bags approximately 152.145US pounds
and forty (140)
1-MO8 FT 0139- Annex
0010 Warehouse
33 Coffee Lane 33 Coffee Lane
ETYG03- Ethiopian 2270 Fair Trade , Current Crop 150 bags 0010- 134 84.
Description : Guatemala Rio Azul Huehuetenango SHB EP FLO ID
Waterbury, Vermont 05676 Waterbury, VT 05676 Yirgacheffe-2 . Target score is bags 16 bags 2.0500 2.3700 10/18/07* SLO -
3-MO7 FTO 0150- Annex
0044 Warehouse
Price per lb * : $ 2.2000/lb NISO04- Nicaragua Las Hermanas 250 bags 0017- 91 bags 159 bags 2.1575 2.3575 04/30/08* SLO -
P.O. No. Terms Due Date 1-MO8 FOB D.O. No. FTO 0171- Annex
Price per bag : $ 334.72 USD 0007 Warehouse
PEAT02-B-GM9 Net 20 03/03/09 NJ - Continental
PECS10- Peru Casil "Los 12 Apostoles" FLO 3651
2874 FTO 228 bags 0030- 67 bags 161 bags 2.0600 2.1200 11/25/08 SLO -
Value of the Contract : $ 46,860.66Terminals
USD
B-MO8 0621- Annex
2041 Warehouse
Delivery : May 2009 to Seattle TZKY12- Tanzania Arabica AA Kanyovu Specialty Gombe Reserve (no primary defects) 22 bags 0033- 16 bags
1-MO7 CONV 0060-
6 bags 2.3500 2.6100 05/19/08* SLO -
Annex
ITEM MARKS, NUMBER AND DESCRIPTIONS QTY RATE AMOUNT 0001 Warehouse
Payment : Net 30
PEAT02-B-GM9 030-0683-0261 278 235.82 your 65,557.96
* These coffees have been in inventory position over 10 months, we ask you to pick up the remaining coffee balance at your earliest convenience. All
(FTO) Peru Tabaconas FLO ID 20327 Sustainable Harvest coffees are of the highest quality standard and are expected to be picked up by the buyer within a 10 month period to retain their quality
attributes.
Bags weigh 152.145 Lbs, Green Coffee
Moisture content should fall within SCAA standards that define a minimum of 10% and maximum of 12% for washed
Producer Coffee price $1.55/Lb for naturals.
coffees, and 10%-13%
** This Contract is fixed at the Fair TradeIn Transit
floor price. Contract Description Supplier Approval BL Date Marks ETA
Date
*Contracts of fair trade coffee are subject to the financial terms and conditions as set forth by FLO and TRANSFAIR USA.
Shipping & $0.2050/lb, Reflects price of $ 2.2000 applies when the NY C Arabicaor below $ NA . If the Reserve (nofixes above $ NA , theCoffee
The coffee the cost of shipping,
TZKY12-1- 8,670.74 Kanyovu Specialty Gombe shipper primary defects) Kanyovu difference
Tanzania
is at
AA 8,670.74 10/27/08 01/05/09 0033-0060- Feb 28
MO8 CONV Curing Coop 0003
Importing Fees drayage, customs, the fix level and $ NAfrom be added to the sales price of this contract. The shipper must exercise its price fixing
between and financing coffee will
origin to USA of no later than and B/L date or First Notice Day, in which case the buyer will be duly notified.
option $0.1400/ lb. the
Sustainable Harvest at Origin cost of Forward Contracts
$0.0650/lb, to support farmer capacity Contract Description Supplier Original Qty Price / Lbs Approval Notes
delivery Purchased Date
The signing of this contract signifies the acceptance of all the terms herein, as well as the terms stated. In the event we
building at origin. month
do not receive a signed contract or objections to the terms herein within 5 business days, you will be deemed bound by
CRCO04-3-MO9 Costa Rica Reserva Llano Bonito SHB FLO ID 718 Coocafe R.L. April 2009 250 bags Fixed -- ETA Select if
the terms of this contracts. FT 1.9400 difer/
02/11 CSPaz:
We are a certified organic coffee importer under CCOF, and registered certified under the USDA National Organic Program wait info in two
weeks for the
law. All products sold as organic are “Organically Grown and Processed” in accordance with the California Organic Foods sample of this
Act of 1990." We are a certified importer of Fair Trade Coffee under TransfairUSA. contract.
NISO05-2-MO9 Nicaragua Las Hermanas UCA Soppexcca May 2009 250 bags Fixed --
FTO 2.2900
Late payments incur interest charges of 1.5% per month (18% annually). Customer is responsible for warehouse charges.
Unpaid coffees remain property of seller until payment received. This contract incorporates the provisions, terms and
conditions of the spot, ex-dock, ex-warehouse coffee contract ofN.W. Ninth, Suite 235 •Association 97209 • Phone 503.235.1119 • Fax 503.296.2349
721 the Green Coffee Portland, OR (GCA) of New York City,
Inc, including all rulings, bylaws, and arbitration procedures in effect on the date thereof.
| ©2005 Sustainable Harvest Coffee Co.

29. 21 OF SEPTEMBER, MEXICO
The 21 de Septiembre cooperative recently broke away from a larger organization that mixed high altitude, high
quality beans with lower grade coffee, preventing members from receiving the full value of their coffee.
Independence the state of Oaxaca, Mexico. All the coffee is shade
grown, with fruit and Ingas trees providing a shade
The 21st of September is a small cooperative that
canopy. Farmers also produce staple crops like corn,
broke away from a larger coffee exporting
beans, and bananas for family consumption.
organization in Oaxaca, Mexico. Now, as an
As an independent coffee organization, the 21 of
independent entity, the 21st of September sells its
September is realizing the true value of their high
coffee via Sustainable Harvest to specialty roasters
quality coffee. They sell to several of the most
with a more direct and transparent business
selective coffee roasters in the US market. The
relationship.
growers have chosen Sustainable Harvest as their
exclusive buyer and Sustainable Harvest provides the
The Story co-op with farmer training and logistical support.
In December 2005, the 21st of September
cooperative became an independent coffee producers’ Location
organization. When the co-op was founded in
The 21st of September cooperative is located in the
September of 1992, it choose its name because it
town of Putla in the western, mountainous region of
represented 21 coffee producing communities. It has
Oaxaca, Mexico. The farmers grow their coffee on
since increased to 23. The majority of the co-op’s
land near the small towns of Santa Lucia, Monteverde,
members are of the Mixteca indigenous group. Thirty-
Santa Cruz Itundujia, Santiago Ixtalyutla, La Reforma,
five percent of the members are women. The farmers
and Santa María Zacatepec.
are from communities near Putla, where the co-op is
headquartered, and they manage small plots of land in
what many roasters consider the best coffee region in

30. KANYOVU, TANZANIA
Sustainable Harvest has established an Origin Africa office in Kigoma in order to ensure that the unique KAN-
YOVU coffee maintains high quality, and to connect this remote region to new markets
Promoting a Sustainable Living relatively young cooperative’s inexperience and
remote location formerly hindered its access to
KANYOVU represents 4,000 Tanzanian
markets.
farmers who work in one of the world’s most
Sustainable Harvest became involved in the
threatened eco-systems. Sustainable Harvest is
project to help increase farmer incomes in the region,
improving coffee quality there in order to increase
while reducing activities associated with deforestation
farmer profits, and decrease pressures on the
and the bush meat trade. The project represents a
landscape, and provide Tanzanians with a sustainable
unique opportunity to protect one of the few remaining
income.
chimpanzee populations in Tanzania.
Over the past year, Sustainable Harvest has
The Story provided much needed farmer training and
In 2007, Sustainable Harvest began a new infrastructure development to ensure that KANYOVU
Relationship Coffee project to link specialty coffee coffee can reach its full quality potential.
roasters with the KANYOVU Coffee Curing Joint
Enterprise. KANYOVU is an umbrella organization Location
that represents ten smaller primary societies in the
KANYOVU is located in the Kigoma Region
Kigoma Region in Tanzania, on the border of the
in the westernmost part of Tanzania. The mountains
Gombe National Park.
that extend north along the shore of Lake Tanganyika
Kigoma, one of the most remote and
to the Burundian border are part of the Great Lakes
impoverished regions in Tanzania, possesses all the
region, a place where East and Central African eco-
essential elements needed for quality coffee: high
systems converge. Because of its position, the area
altitude, good soils, and heirloom varietals. But this

31. Carrier 12:34 PM Carrier 12:34 PM
Sample #0456 Sample #0456
Flavor 8.50 Body 8.50
0 10 0 10
Intensity
Aftertaste 8.50
0 10 Comments
Potato
Qualities
Floral, Chocolaty

32. Carrier 12:34 PM Carrier 12:34 PM
Back Qualities Done Sample #0456
New Defects 2
Nutty
Comments
Potato
Chocolaty
Floral
Clean
Peanuty
1 Cup Taint
Earthy
2 Fault
3

33. “Making coffee the currency of hope”