Geovana Pagel
São Paulo – One of the most traditional coffee brands in the southeastern city of São Paulo, and one of the oldest in Brazil, Café Moka, established by Italian immigrants 92 years ago, is ready to conquer the taste of international consumers. After being incorporated by Minas Export group, the factory increased its monthly productive capacity from 300,000 to 1 million kilograms, corresponding to the processing of 20,000 bags of green coffee.
According to company vice president, Rogério Ferreira, the prospecting of markets interested in the purchase of roasted and ground coffee has already started. He explained that probable importers are the United States, Europe, and the Middle East. "Export should start within the next three or four months," forecasts Ferreira.
Since April 2003, when the company was taken over by Minas Export Comércio e Exportação de Café (a coffee trader), Café Moka has received investment of over US$ 500,000 used for the purchase of latest generation machinery and has undergone organizational restructuring. The group has its offices in the city of Piumhi, in the southeastern state of Minas Gerais and also includes Armazéns Gerais do Oeste Mineiro (Agom – warehouses) and Fazendas Reunidas Minas Export (farms).
"Minas Export has been exporting coffee as a commodity for many years and purchased Café Moka with the objective of exporting the finished product, with greater added value," he explained.
One year after the investment, Café Moka has shown 130% growth in the industrialized/ground coffee market in the city of São Paulo and on the coast of the state. "For 2005, the forecast is to double the current volume, reaching 25% of the market share," estimated Ferreira.
The group also created new work shifts so as to be able to supply the rising market demand. Nowadays Café Moka employs 130 people and generates around 100 indirect jobs. The company computer system has been modernized and so has coffee processing, now using modern technological equipment, such as an optic selector.
Ferreira, who was formerly the commercial director of the Minas Export holding, commented that he implemented a strategic commercial plan based on communications and marketing, with intensive training of the sales team. "This fundamentally contributed for the company to be able to win a 12% share of the coffee market in its region of operation," he commemorated.
So as to maintain the growth rhythm, and increase sales on the foreign and domestic market, up to the end of the year Café Moka intends to begin the construction of a new roasting unit in the interior of São Paulo state.
The vice president believes that, mainly due to the quality of their products, the brand will be able to consolidate its growth potential. "For this purpose, we have a modern factory, daring administration, and innovative marketing, and we are taking steps such as high impact advertising campaigns, and the creation of new packages," he stated.
Quality control
Product quality control is extremely rigorous, answering to all pureness specifications demanded by the Brazilian Coffee Industry Association (ABIC). The Minas Export analysis laboratory, in Piumhi, guarantees selection of the best grain.
The line of roasted and ground coffee presents six varieties, produced with pure coffee blends, composed of 80% arabica coffee and 20% robusta coffee.
Café Moka operates in the most phases of industrialized coffee production: it receives the raw material from Fazendas Reunidas Minas Export, in Piumhi, and from other farms in other states around the country, such as Minas Gerais, Espírito Santo, São Paulo (all in the southeast), and Rondônia (in the north); the company selects the beans, roasts and grinds the coffee; it then packs, distributes, and sells the product to supermarkets and stores in general.
Products
The Café Moka line of coffees includes three varieties of powdered coffee – Gold for Export, Extra Strong, and Traditional -, Soluble Coffee, and vacuum packed Gold. The company also produces Traditional Cappuccino (in a pot) and Chocolate drink (in pots and packets).
Within the next six months, the company is going to release the Light Cappuccino (in pots), Chocolate and Strawberry Wafers, and Café Moka Gourmet, elaborated from excellent quality grain with controlled origin.
Almost one century of tradition
Café Moka was created in 1912 by Italian immigrants who introduced innovations in the coffee market at that time. Selected grains were ground on the spot and traded at farmers markets. The system was spread to grocery stores and supermarkets.
The company started operating in the city of São Paulo, later moving to the neighbouring city of Diadema. About 18 years ago it moved to Osasco, also in the Metropolitan Region, to a street that goes by the company name, Café Moka.
Contact
Telephone: (+5511) 3601.3900
E-mail: rogerio@cafemoka.com.br
