Resumo

BARA, Claudia  e  PEREZ-AKAKI, Pablo. Status quo, challenges and opportunities of alternative coffee that is produced in México and consumed in Germany. agric. soc. desarro [online]. 2015, vol.12, n.1, pp.59-86. ISSN 1870-5472.

The objective of this study was to analyze the current markets for conventional coffee versus alternative coffee that is produced in México and consumed in Germany, and to identify opportunities and challenges in alternative - particularly organic and fair trade - coffee production, consumption and trade in and between the two countries. For this purpose, 18 interviews were conducted in México, with cooperatives or other organizations that promote and commercialize organic and/or fair trade coffee. The results show that the organic, fair trade and combined organic, fair trade production and certification system face too many challenges, such as social organization, administrative regulations, need for working capital, which must be overcome in order to benefit from these growing alternative markets in coffee consuming countries like Germany, where prices are better, social recognition exists, and consumer loyalty is constructed.

Palavras-chave : conventional coffee; organic; fair trade; commercialization.

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