This Brazilian Coffee Farm Must Change to Survive

Authors

  • Ellen Stevens Valdosta State University
  • David B. Kuhlmeier Valdosta State University

Keywords:

sustainable farming, losing money, case study, Organic foods, new equipment, aging buildings

Abstract

Anna Ferreira and Ricardo Rossi, a young Brazilian couple living in the United States, had just inherited the family’s 3,000-acre coffee farm in Brazil. The couple had worked in international trade for years and had begun raising a family. Anna and Ricardo were also passionate about natural living and environmental sustainability. Now they have been presented with an opportunity to make a big change. Unfortunately, they soon realized that the last several years had seen a very weak market for coffee prices.

Based on the growing interest in organic foods, Anna Ferreira and Ricardo Rossi thought of converting the conventional coffee farm into an organic, sustainable farming model. They felt equipped to take on the challenge and make the farm profitable while honoring their values. However, upon closer inspection, they found signs of strain on the decades-old buildings, and a need for new equipment. To make matters even worse, the farm had been losing money for years. Change was necessary for the economic survival of the family legacy, but would organic coffee be the answer?

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Published

2014-09-01

Issue

Vol. 11 No. 1 (2014)

Section

Cases

License

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