We need to talk about coffee

Coffee. There’s something Brazilians appreciate very much. Or think they do…

Well, at least, of all the people I’ve met, most of them like to hear me talk about coffee. Many have some doubts, some have many certainties, but the openness to understand more about coffee is always there. And not seldom, I’m met with astonished glances, mouths (drooling) half-open and faces of interjection before some sort of report, lecture, advice or experience offered by me. This is because unfortunately (I don’t know if you’ve already noticed) most Brazilians understand very little about coffee. And for two reasons only:

1. In Brazil, coffee has always been (and continues to be so) of international interest and national pivot (= power & $);

2. And for this very reason, it’s also a very mediatized legend (after all, the more removed the people are from deep and real knowledge about coffee, the easier it is to hoodwink the nation and maintain said “double power”).

And for more than 300 years it follows, this almost endless cycle of power, money, information lead up, fraud, crime, data obliteration, marketing, violence, usurpation, bribery, more manipulation, more power, more money …

I said ALMOST endless…

… yes, because it is from the openness of people to ‘learn about coffee’, that (this coffeologist who writes to you) can break several paradigms, promoting the rupture of ingrained patterns. A disruptive experience inevitably leads people to an awareness of what non-coffee is and the desire not to condone any more with this overwhelmingly dominant structure. Bringing up a new cognition and perception about Coffee (with a capital C) is urgent and begins ‘backwards’, from the simple to the complex, from the abstract to the experiential.

It’s cool to notice the “ohhhh, now I get it all!”. Deep down people always knew, just didn’t know how to express what they know.

And that’s why I always repeat myself (and a lot!), even on the most basic and seemingly mundane topics, it ends up being inevitable and extremely necessary. Breaking this ‘cycle of evil’ will be the great human challenge for years to come! But we’ll get there!

Wanna test what you know about coffee ??

Did you know…

• that coffee is responsible for more than 50% of all brazilian environmental degradation?

• which currently has big international interests (in the worst sense) about our coffee (worse than in the 1800's)?

• that the Coffea Arabica species is the largest biopiracy in the history of mankind?

• that the coffee plant suffers, becomes depressed and that it all leads to severe psychosomatic symptoms?

• that Brazil was the worst international vexation in the latest major events (World Cup and Olympics) regarding the extreme low quality of the coffee that was served to foreigners in the country? (not to mention the events themselves…)

• what is possible to bring about environmental justice, social equity and economic balance through conscious consumption of coffee?

• that Brazil, because of its continental extension, its diverse biomes and cultures, produces the greatest diversity of coffee in the world?

• that the history of coffee as a product enables us to make a cultural and identity rescue?

If you also made a face of interjection for some of these statements, then we need to talk about coffee ..


Moni Abreu

Coffeologist, brewer barista, coffee experiences designer, coffee hacker. 
Multipotential, synaptic and creative mind of the
Café!Café!Café! Company.
Social entrepreneur and coordinator of
Cafeoteca do Brasil Project.
Old Beetle lover, coffee hunter and urban intervener of
FusCafé.
Lecturer, consultant and specialist in the area of ​​specialty coffee.
Disruptive teacher, storyteller and coffee coach.
Linker of universal issues for the microcosm of coffee.
Agroforestry, cultural stirrer and breaker of paradigms.
Naturally curious, passionate about people and lover of this planet.


Translated from the original in Portuguese by Aisha Celadon

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