BRAZIL ■ 23
C&CI
breakfast in schools, for children) pro- continuously increasing the quality of cof-
gramme is part of the same overall effort. fee available for consumers. "Small and
Nathan
Herszkowic:
March 2010
As Mr Herszkowic explained, the Ministry micro roasters need help to reposition Brazil could
of Agriculture in Brazil is investing US$2.5 themselves in the specialty segment," said
be the
world’s
million a year on advertising and informa- Mr Herszkowic, in order to continue to drive
largest
tion about coffee and assistance to the up the availability of high quality coffee.
consuming
industry. Interestingly, Mr Herszkowic said that the
nation by
2012
A while back, ABIC set itself the goal of problems with the worldwide economy do
21 million bags domestic consumption by not seem to have affected the ongoing
2010. Asked if he thought that this goal rapid increase in domestic consumption
would be reached, and what ABIC’s next in Brazil. "There have not been any prob-
goals might be, Mr Herszkowic said that lems in Brazil with the economic crisis,
the initial goal of reaching 21 million bags and certainly not in the coffee case or
by 2010 might not be possible, and that even in other categories of products, such phenomenon here, with incredible annual
the new goal is to reach 21 million bags by as food, beauty products or even automo- growth rates (more than 300 per cent in
2012, "if we can succeed in increasing con- biles," he explained, noting that the vol- 2008, even if from a small base)," Mr
sumption by 5 per cent between 2010 and ume of roast and ground coffee continues Herszkowic told C&CI.
2012." to grow fastest, but that new products "Starbucks and Brazilian chains are
based on soluble coffee are also increas- also growing, but better even than this is
Key role for
ingly popular. that nowadays Brazilian consumers in
our major cities can find gourmet coffee
small roasters
Good quality
brands on the shelves in the supermar-
Asked what he believes are the greatest kets, which they can drink at home.
challenges to be overcome in order to con-
coffee available
ABIC’s PQC programme certifies more
tinue to increase domestic consumption,
for use at home
than 80 different brands as ‘gourmet
Mr Herszkowic said that he sees the great- "The specialty market is growing very fast, coffee,’ and this helps consumers to
est challenges as sustaining the high level with new cafes opening in many places identify these products and boosts their
of investment in marketing coffee, and in around the country. Nespresso is a huge sales." ■ C&CI
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