Tendências nos EUA Mercado de Cafés Especiais

Tendências nos EUA Mercado de Cafés
Especiais
David Griswold, President
Sustainable Harvest Coffee Importers
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”.
Our sources
Portland, Oregon
(USA)
13 paises
180,000 productores
80+ coops/fazendas
3 oficinas en origin
Mexico
Honduras
Oaxaca, Mexico
Guatemala
Nicaragua
Costa Rica
Colombia
similar
Ecuador
project
Bolivia
scope
Peru
Brazil
Lima, Peru
Ethiopia
Rwanda
Tanzania
Kigoma, Tanzania
Building a Sustainable
Global Supply Chain
Mercado dos cafés especiais
i. O mercado
ii. Novas tendências no mercado
iii. Lições aprendidas com os cafés
especiais
Mercado de café dos EUA
Sources:
SCAA,
D. Giovanucci
Mintel
Mercado de café dos EUA é o maior do mundo;
Os cafés especiais são praticamente a metade do
volume em dólares
Specialty
$14 Billion
Specialty
Traditional
2009 Market Size*
$31 Billion
Traditional
$17 Billion
*Estimativas do setor
Marcas de cafés especiais
Cresciemento
Source:
SCAA
Crescimento dos cafés especiais acelera
Taxa de crescimento
anual composta de
8,2%
15
11.25
7.5
3.75
1999 2000 2001 2002
2003 2004 2005
2006 2007
Cafés especiais no mercado dos EUA
0
2008
2009
Crescimento
subjacente
Tendências:
Crescimento acelera
Xícaras de cafés especiais/dia no mercado
dos EUA (em milhões)
Lojas/Casas
de Café
Crescimento
90.00
Tendência
para o
“Premium “
Valor da
“Xícara”
US$10,99/lb
= 27 centavos
de dólar/
xícara
Compound
Annual
Growth Rate
7%
82
41
0
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
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”.
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, tornandoo o produto orgânico importado mais valioso
importado para a América do Norte.
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]
Quem faz o quê?
US$9,95 é o preço no varejo
}
}
}
}
}
$3.65
$3.75
$0.68
$0.17
$1.70
Parcela do Varejista
Parcela do Torrefador
Diversos (perda com a torra, frete,
financiamento, aduana, custo do
Parcela do importador
Parcela do produtor
Parcela dos varejistas e torrefadores com base nas estimativas do setor.
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.
Our business model
O modelo de relacionamento
The
5 Ts
•
•
•
•
•
Rastreamento
Transparência
Treinamento
Tecnologia
Apoio ao negócio
Cupping Reports
Taste Calibration
Financial Data
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
Date
Invoice
No.
Roaster Coffee Contract - SH
Contract
# GURA05-1-DL9
Cafe
Moto Inventory
-
721 N.W. Ninth, Suite 235
Portland, OR 97209
Phone 503.235.1119
Buyer:
Fax 503.296.2349
Dillanos
FDA Food Facility Registration Number:
12267991116
1607 45th Street East
FLO ID: 1195
Sumner, WA 98390
United States
Bill To
Date : 01/30/09
02/11/09
Current Inventory
Contract
51956
Seller:
Sustainable Harvest
721 NW Ninth Street, Ste 235
Portland, OR 97209
U.S.A.
Description
Ship To
CRCO03-
Costa Rica Reserva Llano Bonito SHB
February 13th,
2009
Report
Qty
Marks
Qty
Qty
Price Updated
Purchased
Released Remaining / Lbs
price
incl. F &
S
250 bags
0005- 130 bags
1-MO8
FT
0139Green Mountain
Mountain
Total Quantity : One hundred Green
and
forty
(140) 69 kg bags approximately
152.145US pounds
0010
33 Coffee Lane
33 Coffee Lane
ETYG03Ethiopian
Yirgacheffe-2
150
bags
0010bags
Description : Guatemala Rio Azul
Huehuetenango
SHB EP FLO ID 2270 Fair Trade , Current Crop . Target score 134
is 84.
Waterbury, Vermont 05676
Waterbury,
VT 05676
3-MO7
FTO
0150-
P.O. No.
PEAT02-B-GM9
ITEM
PEAT02-B-GM9
(FTO)
Shipping &
Importing Fees
Price per lb * : $ 2.2000/lb
Terms
Due Date
Price per bag : $ 334.72 USD
Landed
Approval
120 bags
1.8800 2.1000 04/04/08*
SLO Annex
Warehouse
16 bags
2.0500 2.3700 10/18/07*
SLO Annex
Warehouse
0044
NISO041-MO8 FOB
NJ - Continental
PECS10Net 20
03/03/09
B-MO8
Value of the Contract : $ 46,860.66
USD
Terminals
Nicaragua Las Hermanas
D.O. No. FTO
Peru Casil "Los 12 Apostoles" FLO 3651
2874 FTO
Warehouse
250 bags
001701710007
91 bags
159 bags
2.1575 2.3575 04/30/08*
SLO Annex
Warehouse
228 bags
003006212041
67 bags
161 bags
2.0600 2.1200
SLO Annex
Warehouse
11/25/08
Tanzania Arabica AA Kanyovu Specialty Gombe Reserve (no primary defects)
22 bags
0033- 16 bags
6 bags
2.3500 2.6100 05/19/08*
SLO Delivery : May 2009 to Seattle TZKY121-MO7
CONV
0060Annex
MARKS, NUMBER AND DESCRIPTIONS
QTY
RATE
AMOUNT
0001
Warehouse
Payment : Net 30
030-0683-0261
278
235.82
65,557.96
* These coffees have been in your inventory position over 10 months, we ask you to pick up the remaining coffee balance at your earliest convenience. All
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
Peru Tabaconas FLO ID 20327
attributes.
Bags weigh
152.145
Lbs, Green
Moisture
content
shouldCoffee
fall within SCAA standards that define a minimum of 10% and maximum of 12% for washed
Producer Coffee
coffees,price
and $1.55/Lb
10%-13% for naturals.
** This Contract is fixed at the Fair TradeIn Transit
Contract
Description
Supplier
Approval
BL Date
Marks
ETA
floor price.
Date
*Contracts of fair trade coffee are subject to the financial terms and conditions as set forth by FLO and TRANSFAIR USA.
TZKY12-1Tanzania Arabica AA Kanyovu
Specialty Gombe Reserve (no primary defects)
Kanyovu Coffee
10/27/08
01/05/09
0033-0060Feb 28
$0.2050/lb,
Reflects
the cost
shipping,
8,670.74
The
coffee price
of $of2.2000
applies MO8
when the NY C8,670.74
is at or below
$ NACONV
. If the shipper fixes above $ NACuring
, theCoop
difference
0003
drayage, customs,
and
financing
coffee
from
between the fix level and $ NA will be added to the sales price of this contract. The shipper must exercise its price fixing
origin to USA
of no
$0.1400/
lb. and
option
later than
the B/L date or First Notice Day, in which case the buyer will be duly notified.
Forward Contracts
Sustainable Harvest at Origin cost of
Contract
Description
Supplier
Original
Qty
Price / Lbs
Approval
Notes
$0.0650/lb, to support farmer capacity
delivery
Purchased
Date
signing of this contract signifies the acceptance of all the terms herein, as well as the terms stated. In
the event
we
building atThe
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:
wait info in two
weeks for the
sample of this
contract.
We are a certified organic coffee importer under CCOF, and registered certified under the USDA National Organic Program
law. All products sold as organic are “Organically Grown and Processed” in accordance with the California Organic Foods
Act of 1990." We are a certified importer of Fair Trade Coffee under TransfairUSA.
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
235 •Association
Portland, OR 97209
503.235.1119
conditions of the spot, ex-dock, ex-warehouse coffee contract721
ofN.W.
the Ninth,
GreenSuite
Coffee
(GCA)• Phone
of New
York City,• Fax 503.296.2349
Inc, including all rulings, bylaws, and arbitration procedures in effect on the date thereof.
| ©2005 Sustainable Harvest Coffee Co.
--
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 21st of September is a small cooperative that
broke away from a larger coffee exporting
organization in Oaxaca, Mexico. Now, as an
independent entity, the 21st of September sells its
coffee via Sustainable Harvest to specialty roasters
with a more direct and transparent business
relationship.
The Story
In December 2005, the 21st of September
cooperative became an independent coffee producers’
organization. When the co-op was founded in
September of 1992, it choose its name because it
represented 21 coffee producing communities. It has
since increased to 23. The majority of the co-op’s
members are of the Mixteca indigenous group. Thirtyfive percent of the members are women. The farmers
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
the state of Oaxaca, Mexico. All the coffee is shade
grown, with fruit and Ingas trees providing a shade
canopy. Farmers also produce staple crops like corn,
beans, and bananas for family consumption.
As an independent coffee organization, the 21 of
September is realizing the true value of their high
quality coffee. They sell to several of the most
selective coffee roasters in the US market. The
growers have chosen Sustainable Harvest as their
exclusive buyer and Sustainable Harvest provides the
co-op with farmer training and logistical support.
Location
The 21st of September cooperative is located in the
town of Putla in the western, mountainous region of
Oaxaca, Mexico. The farmers grow their coffee on
land near the small towns of Santa Lucia, Monteverde,
Santa Cruz Itundujia, Santiago Ixtalyutla, La Reforma,
and Santa María Zacatepec.
KANYOVU, TANZANIA
Sustainable Harvest has established an Origin Africa office in Kigoma in order to ensure that the unique KANYOVU coffee maintains high quality, and to connect this remote region to new markets
Promoting a Sustainable Living
KANYOVU represents 4,000 Tanzanian
farmers who work in one of the world’s most
threatened eco-systems. Sustainable Harvest is
improving coffee quality there in order to increase
farmer profits, and decrease pressures on the
landscape, and provide Tanzanians with a sustainable
income.
The Story
In 2007, Sustainable Harvest began a new
Relationship Coffee project to link specialty coffee
roasters with the KANYOVU Coffee Curing Joint
Enterprise. KANYOVU is an umbrella organization
that represents ten smaller primary societies in the
Kigoma Region in Tanzania, on the border of the
Gombe National Park.
Kigoma, one of the most remote and
impoverished regions in Tanzania, possesses all the
essential elements needed for quality coffee: high
altitude, good soils, and heirloom varietals. But this
relatively young cooperative’s inexperience and
remote location formerly hindered its access to
markets.
Sustainable Harvest became involved in the
project to help increase farmer incomes in the region,
while reducing activities associated with deforestation
and the bush meat trade. The project represents a
unique opportunity to protect one of the few remaining
chimpanzee populations in Tanzania.
Over the past year, Sustainable Harvest has
provided much needed farmer training and
infrastructure development to ensure that KANYOVU
coffee can reach its full quality potential.
Location
KANYOVU is located in the Kigoma Region
in the westernmost part of Tanzania. The mountains
that extend north along the shore of Lake Tanganyika
to the Burundian border are part of the Great Lakes
region, a place where East and Central African ecosystems converge. Because of its position, the area
Carrier
Carrier
12:34 PM
Sample #0456
Sample #0456
Flavor
0
Aftertaste
0
Qualities
Floral, Chocolaty
12:34 PM
8.50
10
8.50
10
Body
0
Intensity
Comments
Potato
8.50
10
Carrier
Qualities
Back
New
Nutty
Chocolaty
Carrier
12:34 PM
12:34 PM
Sample #0456
Done
2
Defects
Comments
Potato
Floral
Clean
Peanuty
1 Cup
Taint
Earthy
2
Fault
3
“Making coffee the currency of hope”