According to the Sustainable Development Goals (SDGs) established by the United Nations, gender inequality in the agricultural sector is quite visible. In Brazil, women make up about 43% of the rural labor force and receive 30% less than men in the agricultural sector. But female visibility in the coffee world has changed. They are planting, harvesting coffee, working in the field, negotiating, exporting, tasting professionally, researching scientifically…they are everywhere.
Support and encourage gender equality and women's empowerment through this coffee chain managed by women. By purchasing our coffee, the buyer will be helping us to achieve this mission in addition to improving the lives of these farmers, their families and the environment.
In 2020 we started a partnership with Elvira Alice, an inspiring, positive woman who is an example of entrepreneurship in the world in coffee, founder of Jutta Coffee, owner of Fazenda Recanto Lobo Guará, which has 98 hectares (950 m altitude) located in Alfenas, in the south of Minas Gerais. The southern region of Minas Gerais, where the Elvira’s farm is located, is the largest coffee producer in the world, with the highest concentration of coffee trees per square meter.
And it is not for nothing, since the altitude (950m) and temperature characteristic of the region are quite favorable for the production of specialty coffees, and result in a full-bodied, slightly citrus product, with a fruity aroma and of the highest quality. The union between these 3 women was magical. Pollyane, creator of the project, together with Cristiane and Elvira founded in the Netherlands, in Amsterdam, the Potiras’ Coffee Association, an association dedicated to coffee growers of specialty coffee from Minas Gerais in Europe. In Brazil, the Potira’s Coffee Association is headquartered on the Recanto Lobo Guará farm.
“When women are fully involved, the benefits can be seen immediately: families are healthier; they are better fed; their income, savings, and reinvestment go up. And what is true of families is true of communities and, eventually, whole countries.” – Kofi Annan (1938-2018)
Create a training and improvement platform for specialty coffee producers
Offer coaching in regards to the issue of coffee traceability
Create and develop tools for more productive and sustainable production
Management of the sale process of specialty coffees (green beans) in Europe and direct relationship with roasters
Create a collective installation at Fazenda Recanto Lobo Guará, for managing coffee beans from harvest to tasting
Own roasting in Amsterdam
E-commerce platform (EU) for the sale of roasted coffee from several producers
Management and assistance: green and roasted coffee: mananagement, export & logistics
The growing demand for consumption of specialty coffee creates the need to increase the number of women producers. It is necessary to increase the percentages of special coffee of families that already produce the bean. This can be done with the property’s investment in the separation of green and mature coffee, in the improvement of the drying process with greenhouses and suspended terraces. Processing equipment and standardization of these coffees because it is a requirement of any quality roasting market. Because the properties are small, there are no conditions for individual investment in this equipment.
So we bet on a collective driven by passion and purpose.
The interactivity between coffee growers creates a magic circle for the exchange of experiences and inspiration.
Knowledge generates empowerment. We believe in a promising future and many achievements.
Our work encourages dozens of women not to give up on coffee production along with their families. We want to awaken even more the passion for the coffee cycle from planting to tasting and thus value each woman within this process.
The profile of these women is made up mainly of small property owners and the majority are non-mechanized and use family labor.
Women have a more careful look to identify the correct time of the harvest, the point of maturation. This makes them more selective. Women develop this more careful observation better than men. Post-harvest care is also more important in the production of a specialty coffee. And women usually takes more care of the property than men, separating the lots properly, stirring the coffee properly and at the right time.
POTIRA, in Tupi-Guarani means “flower”.
The indigenous legend says that Potira was deeply in love with the great warrior Itagibá, who had to leave for a war and never returned. Overcome by the pain of absence, Potira wept and wept. Tupã, an entity from Tupi-Guarani mythology, took pity on Potira and for that reason turned her tears into beautiful diamonds… In 1728 the first diamond deposits were discovered in the city of Diamantina in Minas Gerais… a year before the first coffee seedling arrived in the country…