• Marketing Plan for Brazilian Specialty Coffees
• Brazil Cup of Excellence Competition and Auction
• International Consultants in Marketing
• Sellers' Project
• Barista Championship
• Specialty Coffees Fairs
• Specialty Coffee Quality Certification
• Buyer Project

To organize and hold the 3^rd and 4^th annual versions of the Cup of Excellence Competition, which occurs in two phases, with a pre-selection by a Brazilian jury and a finalist selection by an international jury consisting of 20 coffee cuppers from major Brazilian specialty coffee importing countries. Subsequently, to hold the Cup of Excellence Auction of the winning lots on the Internet. The competition is supported and disclosed by international consultants who are exponents of the specialty coffee market in their countries and has a strong component of training the Brazilian coffee cuppers through sessions with the international jury

International Consultants in Marketing to support and promote actions jointly with the clients that identify the use of specialty "Cafés do Brasil" in their end product. The distribution of educational and promotional materials to consumers is one step ahead of the work began during the Cup of Excellence Competition and promoted in international fairs. We have to convey a strong message to clients and to the international market that our production will be continuous and that our coffees are followed by an aggressive marketing program, to sell more specialty coffees and with larger premiums.

Therefore, the goal is to support with marketing initiatives the clients that use specialty coffees with the "Cafés do Brasil" and BSCA brands, providing assistance in drawing up promotional materials and laying out actions; authorizing the use of the brands in shops and packaging material, including the "Cup of Excellence Brasil" trademark, for buyers of the finalist lots auctioned on the Internet; and to provide support with visits from consultants and members of BSCA. Consultants specialized in specialty coffee marketing will work together with the clients' professionals to ensure that the "Cafés do Brasil" image is appropriately used in joint promotions.

To promote road-shows sponsored jointly with international buyers to expand the exhibition space and sales of Brazilian Specialty Coffees.

Currently, the U.S. specialty coffee market is the most dynamic segment in the coffee market worldwide. We may say that in the short range its annual growth will reach 20% of the U.S. market in volume. The European and Japanese markets tend to follow, with an increasing consumption of specialty coffees. The Brazilian Specialty Coffee Association is promoting a series of actions with its own resources for many years and during this time it developed a partnership with international importers and representatives in the following markets: United States, United Kingdom, Germany; Switzerland; Italy; Spain and Japan. For sales to continue their ascending path in those markets we have to give support to our present clients and conquer new buyers through visits, lectures, samples, promotions and specialty coffee sampling.

In 2002 there are meetings scheduled in the West Coast of the Untied States, Scandinavia and Japan, to introduce the Brazilian specialty coffees and to hold commercial discussions in strategic markets. The meetings will consist of technical presentation on the Cafés do Brasil, its producing regions, processing systems, quality, and how to use the coffees, focusing on specialty coffees, followed by tasting and sampling outstanding lots of this coffees. We are expecting that 50 to 100 guests will attend each event, focusing on current partners and potential partners in each market, selected for their leadership in the sector, their affinity with Brazilian coffees and their role as opinion makers.

Sponsorship of Barista Championship in the major target markets, the promotion of the Brazilian Barista Championship and creation of a Brazilian course to form Baristas.

Baristas are responsible for coffees served in the commercial establishments (hotels, coffee shops, bars, restaurants, convenience shops, cafeterias) focusing on product quality, the artistic form of preparing coffee and an excellent service to the clients. Therefore, they disseminate the cultures and pleasure of drinking coffee, suggesting a diversification of its use.

At present, the Barista competition is the main focus of attention in specialty coffee world fairs since they are able to bring together in a festive environment the general public and especially young people.

The strategy is to be the main sponsor of the annual Baristas' championship, not only in the world finals but also in the regional semi-finals and in the major local contests. The sponsorship of the competition involves the exhibition of the Cafés do Brasil and Brazilian Specialty Coffee Association brands in events and in their promotional materials, as well as the use of Brazilian specialty coffees by those that attend the events. Ten local contests in different countries of the world, three regional semi-finals and one world final will be held each year in one given country, usually coinciding with a important world coffee event.

To take part in fairs specially designed for specialty coffees in the U.S., European and Japanese markets and to promote and take part in fairs and seminars in the domestic market.

One of BSCA's activities includes its presence in international fairs, especially in the fairs of its U.S. counterpart, the Specialty Coffee American Association / SCAA, that currently holds the most important world market event for quality coffees. In 1999, the Brazilian Specialty Coffee Association attended the American event in Philadelphia, with a stand identified as "Cafés do Brasil" and with coffees of many Brazilian origins. As a result of BSCA's promotional efforts, Brazil was invited to be the theme country of the SCAA's event held in San Francisco in 2000, and in 2001 this work continued with BSCA's presence in the following fair in Miami.

Fairs, as the one that will take place in Anaheim, in May 2002, with an expected attendance of 10 thousand persons of more than 40 countries are an ideal opportunity to position Brazil as a quality coffee supplier, creating a highly positive image, which will reflect in better prices and better acceptance of all types of coffees produced in Brazil.

In this fair the Brazilian stand will be especially designed and decorated, with "Cafés do Brasil" service at the stand, educational lectures, tasting and sampling Brazilian specialty coffees of several origins, business rounds and reception for clients. Promotional and educational materials and pngts will be developed to support the above-mentioned activities.

There are also plans to be present in an important European event organized by the Specialty Coffee Association of Europe during the 3^rd Quarter, in Oslo, Norway, and in an event in Asia, during the 4^th Quarter.

To booster and adequate to the scope of this Plan the already existing BSCA Quality Certification system, adapting and inserting it in internationally known systems.

To promote the visit to Brazil of international consumers and potential clients.

The objective is to attract to Brazil the coffee sector executives, opinion makers and decision-makers, who approach coffee a drink associated with pleasure and status, because they are the executives who establish the trends and the marketing standards. There is nothing more exciting than learning the production and quality of the Brazilian coffees in loco. The plan is to promote technical and commercial visits of foreign buyers to regions and farms that produce specialty coffees.

Visits will consist of groups with approximately 30 specialists who will stay in Brazil for up to ten days visiting the major specialty coffee producing regions. In addition to meeting producers and visiting farms, the visitors will take part in technical coffee cupping sections and in business rounds, receiving promotional and educational materials and pngts concerning "Cafés do Brasil". The visitors will always be accompanies by specialized tour-guides and interpreters, and will be received by members of BSCA, who will be responsible not only for the technical explanations but also for the commercial contacts and social gatherings.