Mês: janeiro 2020

EP 13: Communication in coffee with Erika Vonie

It’s a fact that specialty coffee professionals are doing impressive work towards high quality products and are developing different sensorial profiles. Baristas are mastering brewing methods, roast masters have the technique to enhance acidity and flavor with their magic machines and farmers are full of new techniques and different lots. However, how are they are communicating the wonders of specialty coffee to the consumer?

In 2019 , We took the opportunity to go to New York to meet independent coffee consultant and 2017 NYC Coffee Masters Champion, Erika Vonie. Our goal was to discuss the challenge of communicating the specialty coffee complexity to the typical coffee consumer. How do we reach this big chunk of consuming market – which pay our bills – in a fun, inclusive and informative way? This episode brings some insights!

Erika Vonie, independent coffee consultant, Q Arabica Grader, 2017 NYC Coffee Masters Champion

erika@erikavonie.com
https://www.youtube.com/user/thanaspherical

RESUMO:

É fato que profissionais de café especial estão fazendo um trabalho impressionante com qualidade e desenvolvimento de perfis sensoriais diferentes. Baristas estão dominando métodos de preparo; mestres de torra conseguem realçar acidez e sabores in seus torradores mágicos e produtores sempre aparecem com alguma novidade. Porém, como eles estão comunicando as maravilhas do café especial para consumidores?

Tivemos a oportunidade de encontrar pessoalmente a consultora independente e campeã do 2017 NYC Coffee Masters, Erika Vonie. Nosso objetivo nesse episódio e falar sobre os desafios de se comunicar a complexidade do café especial para os consumidores. Como alcançar uma grande parcela do mercado consumidor – que paga nossas contas – de uma forma divertida, inclusiva e informativa? Esse episódio traz algumas reflexões e sugestões.

SHORT CUT

12’07” – Dark roast sells a lot in the United States

17’04” – The challenges of communicating specialty coffee complexity to regular consumers

29’00” – Communication should be a priority to increase sales

39’23” – Yes! We do have COFFEA Trips New York now

Audio edition: Eduardo Garcia

Images: Courtesy of Erika Vonie

TEXTO CURTO:

It is a fact that specialty coffee professionals are doing an impressive work towards quality and different sensorial profiles. The challenge however is communicating the specialty coffee complexity to regular consumers. Press play and get some insights from Erika Vonie!

COFFEA SUPPORTERS: adicionar os novos

Thiago Antonio Aires Ribeiro, Marcio Vasques, Vinicius Porazza, Flavia C Pogliani, Napoleon G Mizusawa, Loris Robert Heleno, Lidiane Maria dos Santos, Heitor Costa Marques Júnior, Leandro Dessi de Paula, Ana Paula Rosas Batista, Cristiane Zancanaro Simoes, Juliano Goes, Matheus Almeida, Rodrigo Mascarenhas, Alex Machado Borges, Erica Cremonini Takano, Fernando Batista, Luiz Humberto Melchert Marques, Reynaldo Anauate, Silvia Magalhaes, Minas Espresso INC, Bruno Nobre, Janice Kiss, Renan D Brito, Isabella Brioitto de Melo, Ana Cristina Machado, Ciro Mecenas, Luiz Guilherme Couto Pereira, Viviani Rocha, Luiza Silva Balthazar, Veronika Maria Borges da Fonseca Japiassu, Filipe Mello Correa, Sandra Paola Bittelbrunn, Rafael Augusto Menezes Lohmann, Rodrigo Bertolotto, Lidia M Oliveira, Concetta Marcelina, Gustavo M Figueiredo, Gisele Rodrigues Coutinho, Nayra H V Caldas, Erica Cremonini Takano, Sandra Sousa, Tiago Ebisui, Lucas Veturim, Pablo Kadji Yuba, Antonio Pinto, Fred Ziegler, Nelson do Nascimento Vieira Calheiros Junior, Tiberio Valença Ribeiro, Marcel P D Maia, Carolina Wolff Schwambach Gomide, Natalia B Gomes, Giovana Nacarato, Rebecca Nogueira, Manoela T Andrade, Rafael Serato, Roberta F S Silva, Aline Codo De Faria, Regina Machado, Breno Augusto Marques da Silva, Marcia H T Santos, Mariano Martins de Almeida Monteiro, Lara Campos Lima, Mariana Lobato, Marcia Yoko, Samua Furlan Jacyntho, Martha Grill, Isabela Caper, Fabiola Filinto, Mariano Martins, Amanda Lube Murphy, Anderson de F Chaves Freitas Chaves, Paula Dulgheroff, Bruna Soares, José Renato Rodrigues Alves, Christiane Guillard, Josiana Bernardes, Angelo de Assis, Fernando Santana, Franciele Gomes, Michelle Johnson, Bruna Dias, Sergio Henrique Miranda Junior, David Santos, Ana Carolina Rizzi, Felype Hastenreiter Leite Rodrigues, Minervina Maria Monteiro Mendes, Aguinaldo José de Lima, Giuliana Bastos, Gustavo Martins Stu, Jéssyka Planski, Loraine Barcha Garutti, Regina Célia Barbieri Machado, Julio Villasmil Kupferschmid, Carlos A B Dias, Pedro Hastenreiter Leite Rodrigues, Valdick Oliveira, Arthur Rieper.

EP 18: Rede Social do Café com Sergio Parreiras Pereira

Com mais de 20 milhões de acessos nos últimos 14 anos, a Rede Social do Café foi um marco no compartilhamento de conhecimento no mercado de cafés. Ela serviu (e ainda serve) como um ponto de encontro de produtores, cientistas, empresários, donos de cafeteria e torrefações, consumidores, baristas e diversos profissionais do café no Brasil e no mundo.

Democratizar e tornar acessível em linguagem mais simples é a principal missão desse projeto que nasceu em 2006. Com moderação do pesquisador científico do Instituto Agronômico de Campinas (IAC), Sergio Parreiras Pereira, o conteúdo é gratuito e foca em produção de conteúdo e transferência de tecnologia em uma ação coletiva.

Esse é o primeiro episódio que convidamos um cientista, mas não falamos sobre ciência. Falamos sobre a importância da comunicação no mercado de café nacional e internacional. Afinal, quem não se comunica… se estrumbica.

Convidado: Sergio Parreiras Pereira, pesquisador científico do Instituto Agronômico de Campinas (IAC)

ABSTRACT: With more than 20 million people accesses their website in the last 14 years, the Rede Social do Café is a benchmark when it comes sharing data, knowledge and connecting people within the coffee chain. It is a channel where producers, scientists, business people, baristas and consumers get together to exchange information for free.

If you speak Portuguese, please hit “PLAY” to learn more about the wonderful work that The Agronomic Institute of Campinas researcher Sergio Parreiras Pereira has been engaged in over the last decade. This is the first episode where we invited a scientist to join us but didn’t discuss coffee science. Instead, we talked about how important COMMUNICATION is in the Brazilian and international markets.

CORTA CAMINHO

08’56” – O que são: plataforma Peabirus e o Consórcio Pesquisa Café?

17’30” – O poder do conhecimento colaborativo em fóruns dentro da Rede Social do Café

29’36” – Mais de 20 milhões de acessos e você ainda está de fora?

33’18” – Em conteúdo de internet, não faça guerra!! Faça café.

Edição: Eduardo Garcia

ASSINANTES COFFEA: Cristiano Rodriguez Caldeira, Luiza Balthazar, Thiago Antonio Aires Ribeiro, Marcio Vasques, Vinicius Porazza, Flavia C Pogliani, Napoleon G Mizusawa, Loris Robert Heleno, Lidiane Maria dos Santos, Heitor Costa Marques Júnior, Leandro Dessi de Paula, Ana Paula Rosas Batista, Cristiane Zancanaro Simoes, Juliano Goes, Matheus Almeida, Rodrigo Mascarenhas, Alex Machado Borges, Erica Cremonini Takano, Fernando Batista, Luiz Humberto Melchert Marques, Reynaldo Anauate, Silvia Magalhaes, Minas Espresso INC, Bruno Nobre, Janice Kiss, Renan D Brito, Isabella Brioitto de Melo, Ana Cristina Machado, Ciro Mecenas, Luiz Guilherme Couto Pereira, Viviani Rocha, Luiza Silva Balthazar, Veronika Maria Borges da Fonseca Japiassu, Filipe Mello Correa, Sandra Paola Bittelbrunn, Rafael Augusto Menezes Lohmann, Rodrigo Bertolotto, Lidia M Oliveira, Concetta Marcelina, Gustavo M Figueiredo, Gisele Rodrigues Coutinho, Nayra H V Caldas, Erica Cremonini Takano, Sandra Sousa, Tiago Ebisui, Lucas Veturim, Pablo Kadji Yuba, Antonio Pinto, Fred Ziegler, Nelson do Nascimento Vieira Calheiros Junior, Tiberio Valença Ribeiro, Marcel P D Maia, Carolina Wolff Schwambach Gomide, Natalia B Gomes, Giovana Nacarato, Rebecca Nogueira, Manoela T Andrade, Rafael Serato, Roberta F S Silva, Aline Codo De Faria, Regina Machado, Breno Augusto Marques da Silva, Marcia H T Santos, Mariano Martins de Almeida Monteiro, Lara Campos Lima, Mariana Lobato, Marcia Yoko, Samua Furlan Jacyntho, Martha Grill, Isabela Caper, Fabiola Filinto, Mariano Martins, Amanda Lube Murphy, Anderson de F Chaves Freitas Chaves, Paula Dulgheroff, Bruna Soares, José Renato Rodrigues Alves, Christiane Guillard, Josiana Bernardes, Angelo de Assis, Fernando Santana, Franciele Gomes, Michelle Johnson, Bruna Dias, Sergio Henrique Miranda Junior, David Santos, Ana Carolina Rizzi, Felype Hastenreiter Leite Rodrigues, Minervina Maria Monteiro Mendes, Aguinaldo José de Lima, Giuliana Bastos, Gustavo Martins Stu, Jéssyka Planski, Loraine Barcha Garutti, Regina Célia Barbieri Machado, Julio Villasmil Kupferschmid, Carlos A B Dias, Pedro Hastenreiter Leite Rodrigues, Valdick Oliveira, Arthur Rieper.

EP 12: Brazilian coffee by Rob Stephen from OLAM

When we talk about specialty coffee and fine microlots, we usually think about small roasteries and hipster coffee shops all over the world. We already talked to these entrepreneurs – green coffee buyers – in the international community in this podcast. Now, it is time to learn from a huge company that buys commercial and specialty coffee from Brazil.

For this reason, we invited OLAM’s general manager, Rob Stephen. If there is someone “fluent in Brazilian coffee” this is the guy!! With 30 years working with coffee in different companies, he has a great perspective as a green coffee buyer who traveled and taste samples from all over the world.

Concepts and misconceptions about the biggest coffee producer in the world are listed in this episode and Rob invites you to think carefully about some topics. Is consistency important in specialty coffee market? Don’t think there is a huge potential in Brazil when a big company like OLAM invests in a diverse range of coffee products produced in the country?! Open your mind and hit play!

ABOUT OLAMThe leading food and agri-business company supplies a broad portfolio of products to over 19,800 customers who range from multi-national, world famous brands to small family run businesses. A team of 74,500 full-time, seasonal, and contract employees have built leadership positions in many of our businesses such as Cocoa, Coffee, Cotton, Edible Nuts and Spices.

As well as growing crops in its own orchards and plantations, and sourcing from around 4.8 million farmers globally. Olam has 12 innovation centres developing ingredients and find solutions for its customers. They also provide support services including risk management solutions and agri-logistics.

You may also be interested in:

Podcast The Exchange by OLAM

ESPECIAL SEBRAE ES: Brazilian Coffee Regions – Espírito Santo

EP 03: What you should know about Brazilian coffee?

Guest:

Rob Stephen, general manager at OLAM

rob.stephen@olamnet.com

RESUMO:

Quando falamos em café especial e microlotes únicos, geralmente pensamos em pequenas torrefações e cafeterias hipsters em todo o mundo. Nós já falamos com alguns empresários com esse perfil – compradores de café verde – no mercado internacional aqui no COFFEA. Agora, é hora de aprender com uma empresa enorme que compra cafés especiais e comerciais do Brasil. Por isso, convidamos o gerente geral da OLAM, Rob Stephen.

SHORT CUT

09’46” – Is consistency important in specialty coffee market?

11’43” – Did you know that OLAM invests in a diverse range of coffee products from Brazil?

20’28” – Talking about world coffee price crisis, is Brazil the “bad guy”?

27’25” – Aren’t you sure about buying coffee yet? Robb has special tips for you!

Audio edition: Eduardo Garcia

TEXTO CURTO:

Specialty Brazilian coffee seems nonsense to most of international green coffee buyers until the actual days. This episode with Rob Stephen – OLAM’s general manager – comes to break some misconceptions about Brazil and its unique coffees.

COFFEA SUPPORTERS: adicionar os novos

Thiago Antonio Aires Ribeiro, Marcio Vasques, Vinicius Porazza, Flavia C Pogliani, Napoleon G Mizusawa, Loris Robert Heleno, Lidiane Maria dos Santos, Heitor Costa Marques Júnior, Leandro Dessi de Paula, Ana Paula Rosas Batista, Cristiane Zancanaro Simoes, Juliano Goes, Matheus Almeida, Rodrigo Mascarenhas, Alex Machado Borges, Erica Cremonini Takano, Fernando Batista, Luiz Humberto Melchert Marques, Reynaldo Anauate, Silvia Magalhaes, Minas Espresso INC, Bruno Nobre, Janice Kiss, Renan D Brito, Isabella Brioitto de Melo, Ana Cristina Machado, Ciro Mecenas, Luiz Guilherme Couto Pereira, Viviani Rocha, Luiza Silva Balthazar, Veronika Maria Borges da Fonseca Japiassu, Filipe Mello Correa, Sandra Paola Bittelbrunn, Rafael Augusto Menezes Lohmann, Rodrigo Bertolotto, Lidia M Oliveira, Concetta Marcelina, Gustavo M Figueiredo, Gisele Rodrigues Coutinho, Nayra H V Caldas, Erica Cremonini Takano, Sandra Sousa, Tiago Ebisui, Lucas Veturim, Pablo Kadji Yuba, Antonio Pinto, Fred Ziegler, Nelson do Nascimento Vieira Calheiros Junior, Tiberio Valença Ribeiro, Marcel P D Maia, Carolina Wolff Schwambach Gomide, Natalia B Gomes, Giovana Nacarato, Rebecca Nogueira, Manoela T Andrade, Rafael Serato, Roberta F S Silva, Aline Codo De Faria, Regina Machado, Breno Augusto Marques da Silva, Marcia H T Santos, Mariano Martins de Almeida Monteiro, Lara Campos Lima, Mariana Lobato, Marcia Yoko, Samua Furlan Jacyntho, Martha Grill, Isabela Caper, Fabiola Filinto, Mariano Martins, Amanda Lube Murphy, Anderson de F Chaves Freitas Chaves, Paula Dulgheroff, Bruna Soares, José Renato Rodrigues Alves, Christiane Guillard, Josiana Bernardes, Angelo de Assis, Fernando Santana, Franciele Gomes, Michelle Johnson, Bruna Dias, Sergio Henrique Miranda Junior, David Santos, Ana Carolina Rizzi, Felype Hastenreiter Leite Rodrigues, Minervina Maria Monteiro Mendes, Aguinaldo José de Lima, Giuliana Bastos, Gustavo Martins Stu, Jéssyka Planski, Loraine Barcha Garutti, Regina Célia Barbieri Machado, Julio Villasmil Kupferschmid, Carlos A B Dias, Pedro Hastenreiter Leite Rodrigues, Valdick Oliveira, Arthur Rieper.

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