The hard business of selling beautiful coffee, part 2

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 How does Perfect Moose detect what kind of milk is in the pitcher? Click here to find out. 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 .

You can listen to The hard business of selling beautiful coffee, part 2 online on Radio and Podcast. Open the player on this page to stream the available audio.

The hard business of selling beautiful coffee, part 2 is an episode from The Science of Coffee by James Harper.

This episode is 39:02 long.

This episode was published on May 19, 2025.

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