Honduran specialty coffee into the Portuguese market

• Autor(a) principal: Molina Pineda, Mardin Francisco
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30594
• topic: Honduran coffee; Specialty coffee; Commodity coffee; Fairtrade; Direct trade; Café Hondurenho; Café de especialidade; Produção de café; Comércio justo; Comércio direto

Coffee is one of the world's most traded commodities and represents a vital income for many families in producing countries, such as Honduras where this plays a crucial part of its economy. In the last decades consumer attitudes and considerations have arisen alongside growing awareness regarding coffee sourcing methods, environmental impacts, and equitable compensation for farmers. There is a growing niche in the market focused on "specialty coffees". This term refers to coffee that adheres to elevated quality standards, with a focus on the involvement of both consumers and producers throughout the entire coffee production process, from the farm to the final cup. The goal of this thesis is to conduct market research for a Honduran company, demonstrating the feasibility of establishing a presence in the Portuguese market through a business-to-business approach within the HORECA sector. From a business perspective, this attempt holds significant potential as it could lead to increased revenue and brand expansion as Honduran coffee is associated to good quality coffee. In sum, it can be deduced that Portugal has an emerging market for specialty coffees. Within this market, there is a niche segment that is characterized by both environmental concerns and a strong preference for coffee sourced through ethical practices, possibly including Fairtrade arrangements.