Coffee in Brasil: Sustainability and the Role of Intermediaries

ABSTRACT Coffee is traded in a highly complex global value chain where countless sustainability initiatives have emerged to address social, economic, and environmental issues, challenges which persist due to dominance of the market structure by largescale traders and roasters. Specialty coffee and direct trade have emerged as alternative trade arrangements that promote high-quality coffee through the use of sustainable practices, transparency, and a shortened supply chain. This research analyzes the role that intermediaries in the Brazilian specialty coffee supply chain play in the implementation of sustainability initiatives asking what kinds of sustainability practices they implement and why, and how this relates to the larger global coffee supply chain. Results from interviews and questionnaires suggest that intermediaries within Brazil’s specialty coffee industry leverage their proximity with producers to reduce power imbalances through education and access to market information. These processes rely upon the use of technology such as social media, as well as frequent direct communication to foster trust and accountability. Participants’ responses demonstrate a sense of responsibility for furthering sustainability practices and demonstrated investment in climate-friendly agricultural practices and capacity-building for stakeholders along the chain. These data offer insights regarding the importance of social relations for enhancing sustainability in the multistakeholder supply chain of coffee.