Filter Stories - Coffee Documentaries19 Mai 2025

The hard business of selling beautiful coffee, part 2

Volume. Cheap. Lame flavours. This is the traditional way of growing coffee in Brazil, and almost every farm does it this way.

But what if you wanted to produce beautiful, distinctive flavours instead—and make a living from it?

In this episode, we travel to Fazenda Paraíso in Minas Gerais, Brazil, where farmer Vicente Pereira and his daughter are on a steep learning curve finding buyers for their beautiful coffees.

Part 2 explores what it looks like for a small Brazilian farm to find better buyers, and the challenge of achieving pricing power.

Behind every beautiful coffee is a family story like this, but it’s a story we rarely get to see close up.

Let’s take a closer look.

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Source your next lot of specialty green coffee on Algrano

Listen to Firefly to hear a cautionary tale about a specialty farm failing because they couldn't find the right buyers.

Try Fazenda Paraiso's and Sancoffee's coffees for yourself!

Season 3 of The Science of Coffee is made possible by these leading coffee organizations:

The Coffee Quest | BWT | TODDY | Algrano | Probat

Check out Standart, the award-winning coffee magazine. Get a free magazine and a free bag of coffee by clicking here. How does Perfect Moose detect what kind of milk is in the pitcher? Click here to find out. See the Mikafi countertop roaster at the Thermoplan stand (6637) at World Of Coffee Brussels. Not attending? See it here. What does the Marco MilkPal look like to you? WALL-E? Something Steve Jobs would be proud of? Check it out here.

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