Colombian coffee growers invest in marketing and tourism to overcome crisis

Even in crisis due to excessive rainfall, fall in international prices, high cost of transportation and overvaluation of the Colombian peso against the dollar, farmers keep the country fourth in the world ranking of production. The tradition is passed from father to son and moves half of the municipalities.
In 2012, coffee production accounted for 0.7% of Gross Domestic Product (GDP) in Colombia. Caution is warranted with the coffee produced by the species. The mild Arabica is considered one of the best aroma and smoothness. The species is grown on small farms with an average size of 1.6-hectare mountain ranges of Colombia, between 1.2 m and 1.8 m above the sea level.
According to the National Federation of Coffee Growers, production is almost always familiar. In all, the country has 563 000 producers and more than half of the municipalities there coffee production. "The mountain climate is ideal for growing and therefore the Colombian Arabica coffee is grown at high altitudes and on small farms," said communications manager of the entity, Luis Fernando Samper.
Although faced with problems to keep growing, producers remain attached to the culture of coffee. This is the case of Erman Lozada, 36 years old, who has a small farm in the department of Huila. He participates in protests of almost 50 000 farmers that block, since Monday (25), the main roads.
Luis Samper explained that working with the planting of coffee 15 years ago, on land inherited from his father, who was also a grower. "We are the third generation of farmers. The coffee they produce is delicate and requires manual harvesting so that quality is maintained. But it is increasingly difficult for us. What gain does not cover the production and almost everyone here owes much to the bank, "he complained. Still, he stressed that he will fight to continue to grow coffee and want their children to be farmers. "I hope this phase better. Coffee is our heritage and it is what we do, "he says.
The "pride" of coffee is a tradition in Colombia. A labour union is a cooperative that brings together producers. Although there are differences and dissident groups, the association representing producers and is responsible for promoting Colombian coffee in the country and the world.
With this objective, the cooperative created the Juan Valdez shops, a character name that represents the typical Colombian coffee grower, the cotton clothes used to harvest and straw hat. The Juan Valdez has more than 200 coffee shops in the country and the world, in countries like Peru, Spain, United States, Mexico and Ecuador. Currently, the brand seeks to grow through franchising.
Luis Samper explained that the stores help advertise the product of farmers and fix the Colombian coffee as a mark of quality in the world. And despite the crisis faced by the sector, he believes that the phase will be overcome. "We have sought new segments and invested in research to improve the quality of coffee," he said.
Colombia promotes tourism coffee. In the Triangle Coffee, Coffee or Axis, there are hotels, resorts, farms and parks for rest and leisure. The region, with a temperate climate and is an attractive green landscape, as well as the theme parks that tell the history of coffee in the country.
Small farms are producing sightseeing itineraries for people to know the work and lifestyle of producers. In these tours you can spend a day on a farm, harvest the coffee manually and participate in all stages of the production process of the grain.
"We want the coffee culture prevail over adversity and is known worldwide. This is part of Colombia, "said Luis Samper.
Source: Agência Brasil