Brazilian Coffee Plantation Grand Prix

As the difficulty of purchasing high-quality coffee raw beans has increased year by year, in 1990 illy Coffee signed a contract with top Brazilian coffee bean farmers to set up an annual award to encourage farmers who produce high-quality coffee. As a result, the traditional relationship between coffee farmers and processing companies has been broken, and a stable partnership has been established between illy Coffee and Brazilian coffee farmers, while encouraging them to improve their planting methods and produce quality coffee. There are already more than 500 Brazilian coffee farms participating in the competition (only 206 in 1991), and illy Coffee is more willing to share its expertise with them on how to make better coffee. In order to participate in this competition, coffee farmers must select some samples from the whole batch of Arabica coffee beans and submit them to a review committee composed of experts to evaluate their quality. in the future, illy Coffee will purchase superior coffee in US dollars in cash at a preferential price. Many coffee bean farmers have opened up the "illy Island" (illycaffe islands) on their farms, using special planting techniques to deal with coffee trees.

Because this award activity cooperates with the major local news media every year. It not only aroused the enthusiasm of Brazilian coffee and bean farmers, but also began a healthy competition with each other. As a result, many of them have made significant improvements in planting and harvesting. Through this competition, illy Coffee has gone beyond the traditional pipeline for buying raw coffee beans. Through Broker, purchasing directly from the source of production, bringing coffee and bean farmers into the quality control process is an indispensable cup. This phenomenon has created a market independent of the international commodity exchange for high-quality raw coffee beans, and freed coffee garden producers from international financial fluctuations and speculators in the commercial market. it is directly helpful to improve the quality of coffee planting and processing and increase the economic interests of coffee farmers.

The initiative was so recognized that the International Public Relations Association (International Public Relations Association) awarded the Golden World Award (Gold World Award), while the Brazilian Circulation Union (Brazilian federation of communications professionals) hailed it as the most unprecedented good idea in public relations. Now, not only in Brazil, but also in India and Central America, illy holds plantation grand prix.

(responsible Editor: Leo)

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