The hard business of selling beautiful coffee, part 2

from Filter Stories - Coffee Documentaries · host James Harper

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. Please spread the word about The Science of Coffee! Leave a 5 star rating on Spotify Follow me on Instagram and tag me in an Instagram story Write a review on Apple Podcasts Discover how I make these Filter Stories episodes by subscribing to my Substack newsletter 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. Support hundreds of thousands of coffee farmers with Fairtrade. Discover how here. 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. "Seize the Moment", the tabletop device from DiFluid that guides your customers through their coffee as it cools. Use code FILTER and this link to get 10% off.

What this episode covers

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. Please spread the word about The Science of Coffee!Leave a 5 star rating on SpotifyFollow me on Instagram and tag me in an Instagram storyWrite a review on Apple Podcasts Discover how I make these Filter Stories episodes by subscribing to my Substack newsletter 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.Support hundreds of thousands of coffee farmers with Fairtrade. Discover how here. 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."Seize the Moment", the tabletop device from DiFluid that guides your customers through their coffee as it cools. Use code FILTER and this link to get 10% off.

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The hard business of selling beautiful coffee, part 2

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This episode is 39 minutes long.

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This episode was published on May 19, 2025.

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