97% of Brazilians cannot imagine life without coffee

2 min

545 points

“My niece is four years old and she is already drinking coffee. I started when I was six, says Jose Cordeiro. His father for 25 years grew coffee on the family plantation in the “coffee” state of the country – Minas Gerais. – When I worked on our plantation, I drank a lot. Now I drink only six cups a day. Only death can make a Brazilian refuse coffee. “

Invigorating savings

97% of Brazilians cannot imagine life without coffee – strong, black, and, as they call it, oil. On average, one Brazilian resident drinks an average of 81 liters per year.

Even “breakfast” in Brazil sounds like café da manhã (literally “morning coffee”). Coffee is served at the office, at the hairdresser’s, at the gas station, at the doctor’s appointment. Served for free in many colleges.

Brazilians are used to drink coffee in small doses, hence the affectionate name – cafezinho, that is, “small coffee”. Portion and strength – like espresso, but much sweeter: water is boiled with sugar, then this mixture is passed through a coffee filter. Cafezinho is served in a tiny cup or in the faceted glass.

brazilian coffee

Cafesinho is cheap because of the poor quality. But this quality suits most Brazilians. After all, many are only familiar with this kind of coffee, ”says agronomist Gustavo Rodriguez, who provides marketing support to Brazilian farmers. – Usually, this coffee made from leftovers. About 20% of the grains are defective. Deformed, broken, damaged by insects, unripe or overripe grains cannot be exported. They are selling this leftover in the domestic market. And to hide the marriage, they are fried until black. This drink tastes bitter, so a lot of sugar is added to it. People buy coffee that they can afford – a half-pound package for six to seven reais (1.22$-1.43$). Higher quality coffee is two to three times more expensive. But we Brazilians are used to the traditional taste. “

Quality mark of Brazilian coffee

Until recently, the country has been chasing the amount of damage to quality and reputation. Brazilian coffee was known in the world for two brands: Santos and Rio – by the names of the largest ports of departure. Farmers brought their coffee to cooperatives who did not care about the quality – the grains of different producers were mixed and packed into the bags.

With the establishment in 1991 of the Brazilian Coffee Industry Association, which tests the purity of coffee, quality has improved and the demand for Brazilian coffee has grown.

coffee in brazilian supermarket

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545 points