Reaching over 120 countries each year and found in nearly every household within the domestic market, Brazilian coffee plays a crucial role in the global coffee industry. This all began after a Brazilian’s journey to French Guiana. Little did anyone imagine at the time that Brazil would become the largest producer and exporter of coffee in the world.
There are many stories about how coffee cultivation started in Brazil, but this is the most intriguing and famous one: Sergeant Francisco de Melo Palheta received a coffee seedling as a “hidden” gift from Madame Orvilliers, the wife of the governor of French Guiana’s capital, during his visit to the country.
The first coffee cultivation in Brazil
Today, the Southeast of Brazil is the main coffee-producing region, but this wasn’t always the case. It all started in the north of the country, specifically in the state of Pará. Upon his return to Brazil, Palheta planted the seedling in this region, drawing the attention of other producers, and leading to the cultivation of over a thousand coffee plants in the state.
For many years, this cultivation was directed solely at domestic consumption in Brazil. It was in 1776 that coffee production began to spread to other states, reaching Rio de Janeiro and initiating its propagation throughout the Southeast. The major expansion of coffee cultivation in Brazil occurred between the 19th and 20th centuries, driven by the gold crisis in Portugal and the search for alternatives to sugarcane cultivation. Brazil was beginning its successful journey in the coffee industry.
The cultivation expanded so significantly that coffee became the main export product of the era. Until the early 20th century, the entire Brazilian economy revolved around coffee plantations, which were also gaining ground in São Paulo.
The challenges of the Great Depression
Brazil was advancing in production and starting to conquer the international consumption market, with the United States being a significant player. Brazilian coffee was also reaching Europe, but Americans had already made the beverage a favorite, being the primary importers of Brazilian coffee.
However, in 1929, things began to change with the Great Depression, an economic crisis that started in the United States, the world’s largest coffee consumer. The Great Depression brought problems from the field to the
cup. With Americans experiencing a loss of purchasing power and high unemployment, the oversupply of coffee created significant issues for the coffee industry.
In the United States, the financial collapse affected all agricultural production. Coffee imports were no exception, and the coffee market faced an oversupply that led to the New York Stock Exchange crash. The lack of effective public policy and the chaotic scenario led to the suspension of activities.
In response, the Brazilian president at the time, Getúlio Vargas, ordered the burning of over 60 million coffee sacks to raise prices and adjust the market. Initially controversial, this move ultimately led to a commercial balance profit of USD 445 million.
Revolution in production
Economic crises, a non-operational stock exchange, and the impacts of World War II brought about a revolution in global agricultural production. In Brazil, coffee, the “golden product,” began to lose ground to other products but continued to advance, even reaching Paraná.
Over the years, much changed and consolidated the coffee history. Paraná maintained its position as the leading coffee-producing state until a frost in 1975 devastated the plantations, prompting many coffee growers to migrate to other areas, particularly in Minas Gerais. This migration extended beyond southern Minas Gerais to the Cerrado region, previously deemed unsuitable for Arabica cultivation.
Climate adversities prompted advancements in coffee research, leading to the development of more resilient cultivars. With new technologies and planting techniques, Brazil soon solidified its position as the world’s largest coffee producer and exporter.
Coffee waves
When everything was progressing well in the plantations, the market began to notice the waves of consumption. The famous “coffee waves” demonstrated, decade after decade, that the final consumer was becoming more discerning and that it was indeed possible to produce a beverage of exceptional quality.
Once again, the United States drove this change. Mapping out a timeline, the first wave occurred in the 1800s when the beverage was discovered by the industry. In the 1960s, the second wave began: a large American coffeehouse chain entered the market, and people started seeking coffee outside their homes. This era introduced new professionals like baristas and roasters, along with new brewing methods, marking the third wave.
Quality and sustainability
Today, there is much discussion about a transition from the third to the fourth wave of coffee: the pursuit of quality, a goal Brazil has met and continues to excel in, making significant inroads in major international markets.
Alongside coffee quality, sustainable farming practices have also become increasingly important in the market’s eyes. This movement has led to the emergence of regulatory institutions, certification groups, and projects promoting sustainable production methods and rural property management.
Sustainable coffee farming actions include preserving native forests, conserving natural resources, and engaging in reforestation practices. By understanding its role in environmental and social responsibility, Brazil’s coffee production is also becoming a highlight in this area.
It is essential to recognize the comprehensive efforts of the sector. National Coffee Day is a date worth celebrating across all links of this chain, bringing prosperity to the areas involved and representing a world of opportunities. The sector continually strives to meet the demands of an increasingly discerning market, recognizing the unique qualities of coffee produced only in Brazil.
