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Specialty coffee? What is specialty coffee? Is it just a trend?
Coffee is coffee, isn't it? There is no special coffee. Right?
OS CAFÉS DOS SONHOS
And in 1950, in 1954...
There are evidences of trying to make fully washed coffees...
in Carmo de Minas.
And by that time, they were called crazy, right?
There was no price differentiation, between a regular coffee and washed coffee.
So one day we decided to open a very small business.
And again were called crazy. To that we replied:"We are not crazy".
"We are going to qualify your coffee for free".
Report, report... Your coffee is this, your coffee is that...
Today is different. Today, these media,
this search for these complexities,
that discovery that Brazil has potential.
The discovery of Micro, although is a region that produces 1% of the coffee in Brazil
has more than 80% or 70% of the best coffees in Brazil
for the past... 10 years.
Is an amazing thing. It's something that...
Why would we choose to produce volume, if your dedication,
If your nature
're showing that you have the ability to produce one of the best coffees in the world.
Carmo de Minas today has already a respected differential.
We can see in many places coffee from Carmo de Minas,
exploring other markets than Brazil.
Today, most of our coffees
is consumed by top quality coffee shops,
top because they are people that are working with ...
soul and heart on the specialty coffee business.
The CarmoCoffes is a pioneer, which started its activities a few years ago,
with two young entrepreneurs.
They are from coffee producer families
who became entrepreneur in coffee ...
And who saw a huge opportunity...
Not only for their families, as to an entire region.
I can't say enough what it means to all us here.
Here are more than 40 families, all working here on the farm.
I get there... I'm an administrator, I wake up around 5:30 in the morning
and I leave around 6:30.
Only help to manage the service.
The staff starts around 7:00 and I help to manage the work.
The group who harvestl starts even earlier.
My brothers leave home at least 6:00 almost every day.
Eu acho que isto é algo que percebemos ser muito importante...
O que as pessoas acham de si mesmas.
Então você está tentando fazer algo que é historicamente uma mercadoria
e tratado como mera mercadoria pelas pessoas que trabalham com isso...
mudando a maneira como elas se enxergam.
E isso está começando a mudar lentamente.
Na verdade, usar as palavras certas para descrever cada indivíduo...
é muito, muito importante também. Então eu acho que...
o fato das pessoas que trabalham dentro das fazendas...
estarem agora se intitulando e se considerando colaboradores,
dentro de todo este processo, de fazer um café excelente,
é realmente...
importante e intenso, e contribui para aumentar mais a qualidade.
When I was born, my grandfather was... Around 60 years old.
And I rembember him a bit, but they all worked here.
Here on the Sertão Farm.
Everyone worked.
Even my father and my mother worked here.
I have used to work with them.
Here, we are four brothers.
Alessandro, Renato and Vander.
We have 29 years of experience, working here with coffee.
Ah... We are surrounded by coffee, since I was born.
I was in charge.
I used to collect samples of coffee beans,
so we could know if it was good save, if it was not.
The coffee harvested on the plantation was transported and then
I was the one who handled...
Any problems with coffee.
Yeah... My parents, uncles, huh?
They all worked with coffee.
She and all her family are good bosses
She is now retired,
and their children are in charge.
And they are all excellent on managing the farm.
Very good, really.
The children, grandchildren.
All are good.
Certamente, quem quer que esteja colocando as uvas no solo,
para cultivar a Krug Champanhe ou Dom Perignon,
do momento do plantio até o nascimento dessas champanhes maravilhosas,
todos os envolvidos nesta cadeia estão pensando em seu resultado final.
Então, fazer com que os produtores...
ou aqueles que colhem o café, pensem em si como artesãos,
como artesãos culinários é importantíssimo, pois isso muda tudo.
I think the major competitive advantage that we have is ...
Is that today we have the good coffees
and sustainability.
It is a project that covers all the phases of coffee production.
It is very well done, from the plantation to the customer.
So today we have a process that...
CarmoCoffee helps the producer,
both smalll and big farmers.
So, our work is
get this coffee here and make it arrives with transparency...
to the purchasing side,
our final customers, that is in the cup, right?
When we started the production of specialty coffee...
We produced and such, was very enjoyable,
but we ended up not seeing the benefit and such...
We didn't see our coffee reaching the end consumer.
CarmoCoffee was inspirational for us from the begining,
They linked us, the producers with...
the buyers in other countries.
It's a great motivator to improve and get better and better.
Yumm!
A sugar lump!
After CarmoCoffes,
the quality of my coffee...
improved 100%
Prove of that is all my coffees are been qualified as specialty coffee
Before CarmoCoffee I used to sold these coffee without knowing its quality
I was selling specialty coffee as a regular coffee.
There is nothing better than knowing that you have a good product on your hands
and make good deals with that product.
There should be no doubt that 90 points coffee worths more...
than a coffee with problems.
If you do not make it as something sustainable,
This product won't exist.
It has changed incredibly, changed a lot...
In our lives.
The fact of selling directly to a toaster...
And know that our coffee is directly toasted.
See that they sell and promote as a coffee of a producer itself.
Direct trade is a program that entitles every producer to ...
pricing their own coffee.
In your bag of coffee.
Não é um ciclo vicioso, é um clico muito feliz.
Um ciclo feliz de investimento...
um ciclo feliz em termos do que o cliente ganha,
do que o dono da fazenda ganha, ou de que todo mundo no meio ganha.
Então eu acho que trabalhar diretamente com os produtores...
e todo o modelo de Direct Trade,
é algo que tem se mostrado como uma grande parceria, ao longo dos anos...
e a CarmoCoffes é um grande exemplo disso, nós estamos crescendo juntos...
e eu acho que o café está constantemente ficando melhor e melhor.
I am selling my coffee always above the market...
And the price... Is nearly doubling to me.
And with that, dedicating more to improve the quality
I was fortunate last year to win an award, the BSCA,
priced very high, which was a huge surprise to me.
And since them, we are dedicating more on the farm,
better handling the coffees in the yard.
We are already having good surprises with better quality,
and the CarmoCoffee has helped me on all that
They started bringing...
people around the world to visit the producers in the farms.
So they come here, go to the farm, know the farm, buy your coffee.
They visit the property, they lunch with and taste coffee.
Their visit is on our property, with us,
the outside buyer.
What CarmoCoffes does, is add to that...
Not only in the merchandising aspect, right?
Not only to take this product and make this bridge to the world,
But also, more recently,
providing farm agronomist consulting.
And we have this supply, often sprayed and...
making mistakes on which we call post crops,
and that consulting also helps with the sustainability.
The big advantage and disadvantage of our region is...
The mountains make the harvest harder,
And that's a little difficult to harvest.
But on the bright side ... we have an awesome quality,
and that is what we need into the market,
which is superior when compared to Brazilian coffees levels.
And today, although some customers still do not believe,
that the coffee tasted here are actually Brazilian coffees,
but to our delight they really are coffees from here.
We have here a record that still has not been beaten,
in Cup of Excellence competition, a coffee with almost 96 points,
in average.
So I think in terms of complexity,
we normally produce coffees as exotic as any part of the world.
We deal with all the selling process of the specialty coffee market,
and, without arrogance, we...
We do not have competition
Here come growers around the world and no one ...
Feels a competition or another.
Because it's different coffees, totally different.
And there is coffee for everyone.
Unlike...
We share methods, share as we do with each other.
Is something very beautiful. Very, very beautiful.
What is interesting is us being in this context.
Today we participate in all this process
of being a cofffee differentiated and appreciated worldwide
The greatest satisfaction I have as specialty coffee producer ...
You can see your coffee in the cup, of the person!
Knowing that all the work you did throughout the year ...
Is in this cup, of this person.
Sinceramente, o que vemos ao redor do mundo e o que encontramos aqui são...
os produtores que estão dispostos a não medir esforços em fazer direto.
Do contario, não terão os melhores cafés.
Então eu acho que o que você vê aqui na CarmoCoffes, sinceramente,
é que eles estão dispostos a experimentar, estão dispostos a correr riscos,
estão dispostos a levar as coisas adiante.
E realmente isso, para mim, é o que faz as coisas acontecerem.
Isto é...
Como eu disse, realmente exemplar, algo de que eles devem se orgulhar.
Um exemplo muito bom para o resto da produção mundial de café.
So, the story of a community, the story of a city...
It is built according those small actions.
Those small details that each producer chooses for himself.
And that sum makes the image of the city, community or region
turns that dream true, right? It's not overnight.
Really, it's a dream that we're turning into reality,
which is get the coffee of this region and turn it into a diamond,
and put it in the cup today of the best coffee shops in the world.
HISTÓRIA
HUMANS
COMÉRCIO DIRETO
SUSTENTABILIDADE
RASTREABILIDADE
RESPEITO
ADMIRAÇÃO
PARCERIA
SONHO
CAFÉ INCOMPARÁVEL