{"id":279184,"date":"2020-08-25T11:49:19","date_gmt":"2020-08-25T14:49:19","guid":{"rendered":"https:\/\/anba.com.br\/?p=279184"},"modified":"2020-08-25T12:07:03","modified_gmt":"2020-08-25T15:07:03","slug":"from-green-to-instant-coffee-brazilian-innovates-in-dubai","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/from-green-to-instant-coffee-brazilian-innovates-in-dubai\/","title":{"rendered":"From green to instant coffee, Brazilian innovates in Dubai"},"content":{"rendered":"

S\u00e3o Paulo \u2013 In 2014, Brazilian businesswoman Maria Eduarda Becker (pictured above<\/em>) began her journey in Dubai, United Arab Emirates. She arrived in the country as a barista and established herself as a leading professional there and in neighboring countries such as Saudi Arabia. Now, Becker owns Tr\u00eas Marias Coffee<\/a>, a brand that she created to offer courses and training to coffee professionals and the public at large. She is also a partner of the trade company Ally Coffee in the Middle East and North Africa (MENA) region and works with them to create market for green coffee, particularly from Brazil and Colombia.<\/p>\n

The entrepreneur defends a broader view of the product, going beyond the current hype. \u201cMy slogan is \u2018Specialty Coffee Made Simple.\u2019 Is it special? Yes, because it\u2019s high-quality. But countries like Brazil show that specialty coffee is made just like any other commodity. It\u2019s just business. It\u2019s made by businesspeople that want to grow and diversify the industry,\u201d she told ANBA.<\/p>\n

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The 29-year-old Brazilian was a partner in two roasting houses in Dubai and founded her own brand last year<\/figcaption><\/figure>\n

Becker points out that the specialty coffee industry in Dubai has gained relevance in the last decade. And for the name of Brazil to stand out, there is still a long way to go. \u201cWhen they think about coffee, they only think about the cup. And coffee is much more than that. They talk about Brazil here, but almost nobody talks about coffee. And we\u2019re the world\u2019s largest producer. We should talk more about that, but I believe that\u2019s changing because Brazil was known for its poor quality. What we\u2019ve seen in speciality coffee is just the beginning,\u201d she said.<\/p>\n

Born in Ararangu\u00e1, a small city in Santa Catarina, Becker lived in Lisbon and London, but she started her coffee career in Brazil. In Florianopolis, she worked at Caf\u00e9 Cultura, a leading special coffee house in Brazil. \u201cIt was my first great experience with special coffee. The field requires an ongoing study, so I studied to become a Q-Grader. And I became an authorized SCA trainer,\u201d she said. SCA is the Specialty Coffee Association, and Q-Grader is an international certification given to coffee professionals.<\/p>\n

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Becker is also credentialed and works as a sensorial judge for national and international barista contests<\/figcaption><\/figure>\n

In the emirate, the Brazilian started as a barista in a 5-star hotel, then she left to work at one of the main roasting houses in the country. Becker worked there for a year, but the high cost of living in Dubai led her to a new enterprise. \u201cI had the idea of buying a tuk-tuk. I contacted a company that produced them in the UK. The owner told me she wanted to bring the brand to Dubai and invited me to be her partner. She invested the money and I did the work. We built this brand. After two years, I decided to move in a different direction. I felt that that had served its purpose and it was time to move on,\u201d she said. Tuk-tuk is a motorized version of the pulled rickshaw or cycle rickshaw.<\/p>\n

Then the Brazilian took a liking for the business world. After that, she was the partner of another coffee brand before taking flight on her own. In March 2019, she founded Tr\u00eas Marias Coffee. During that period, she contacted Ally Coffee, a trade company that is part of group Monte Santo Tavares from Brazil. \u201cWe talked about expanding the market in the Middle East. We met in Dubai and signed a partnership that would focus into opening the market for Ally\u2019s green coffee. And with Tr\u00eas Marias, I focus on education, and we work with private labeling, too,\u201d she said.<\/p>\n

One market that she has worked extensively in is the Saudi, where Becker gives training and sells green and roasted coffee. As for Dubai, she likes to create courses and invite foreign professionals as a way to remain up to date. \u201cAlthough we are pioneers, we still have much to learn,\u201d she said.<\/p>\n

Coffee at home \u2013 and instant coffee \u2013 in the pandemic<\/strong><\/p>\n

With the pandemic, she found herself with a company and five employees and no demand at all for courses, which was her main service until then. The situation led the company to become a coffee brand. \u201cWe started as a roasted coffee focusing on this demand for coffee at home. We opened a very simple ecommerce that I made with a colleague and invested no money at all. And look, it was one of the best things that have ever happened to us a business! Now we are part of the market with a new brand,\u201d she stressed.<\/p>\n

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Instant coffee by Tr\u00eas Marias is made from specialty beans<\/figcaption><\/figure>\n

The ecommerce added value to the brand and, Becker says, to the region as well. \u201cI noticed that there was a space in the market to be developed by a company that asked the person at home, \u2018How do you take your coffee? How can I make your specialty coffee experience as better as possible?\u2019\u201d she explained.<\/p>\n

The answer came in the form of quickly preparing products such as Nespresso compatible capsules and instant specialty coffee. The latter is a pioneer product in the Middle East for using specialty beans in the process. \u201cI believe the future of the specialty coffee is adapting to consumers that are not willing to buy an expensive machine or learn how to perfectly brew a coffee. The future is [understanding] how we can eliminate these factors that are so important [for the consumer] to have a good cup of coffee,\u201d she says.<\/p>\n

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The Brazilian\u2019s brand is a representative of trading company Ally Coffee in the Middle East, where she receives shipments of coffee from Brazil and Colombia<\/figcaption><\/figure>\n

The new products have been the path to practicability that the Brazilian wants to bring to consumption. \u201cA good coffee must be for all. We must be empathetic and create a bond. The industry is quite new. Even the country [UAE] is much recent, and I believe in innovating. I don\u2019t have a problem with taking risks. The instant coffee is my product with a high cost and the most expensive one, but I\u2019m reaching my sales goals,\u201d Becker said, adding that she keeps reinvesting in the brand\u2019s digital marketing. Her goal now is that 60-70% of the company\u2019s revenue come from the coffee brand.<\/p>\n

The future plans include participating in the Brazil Pavilion during the Expo 2020. The event, which has been postponed to the next year, will have Tr\u00eas Marias helming the Brazilian espresso bar. \u201cI cannot describe how proud I am. It\u2019s one of those things that make the hard work worth it,\u201d the entrepreneur says, adding that she aims at growing worldwide. \u201cThe name was not by chance. Even amid many brands, you will always look and know where the Tr\u00eas Marias are,\u201d she finished, pointing out that the name of her brand is Portuguese for the asterism Orion\u2019s Belt or Three Sisters.<\/p>\n

Translated by Guilherme Miranda<\/strong><\/p>\n

Press Release<\/div>\n
Press Release<\/div>\n
Press Release<\/div>\n
Camila Schubert<\/div>\n
Press Release<\/div>\n","protected":false},"excerpt":{"rendered":"

Brazilian businesswoman Maria Eduarda Becker has made her career in Dubai, where she founded Tr\u00eas Marias Coffee and partnered up with trading company Ally Coffee in the MENA region. Innovating during the pandemic, she launched an instant coffee made from specialty beans, a pioneer product in the Middle East.<\/p>\n","protected":false},"author":2324,"featured_media":279169,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[91],"tags":[16805,16802,11910,9534,16804,1916,9621,14853,5476,16803,16806,14535,9595,16220,5366,16807],"class_list":{"0":"post-279184","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-economy","8":"tag-ally-coffee-en","9":"tag-ally-coffee","10":"tag-arabia-saudita-en","11":"tag-brazil-en","12":"tag-capsules","13":"tag-coffee","14":"tag-dubai-en","15":"tag-ecommerce-en","16":"tag-green-coffee","17":"tag-instant-coffe","18":"tag-maria-eduarda-becker-en","19":"tag-pandemic","20":"tag-saudi-arabia-en","21":"tag-specialty-coffee-en","22":"tag-training","23":"tag-tres-marias-coffee-en"},"wps_subtitle":"Brazilian businesswoman Maria Eduarda Becker has made her career in Dubai, where she founded Tr\u00eas Marias Coffee and partnered up with trading company Ally Coffee in the MENA region. Innovating during the pandemic, she launched an instant coffee made from specialty beans, a pioneer product in the Middle East.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/279184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2324"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=279184"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/279184\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/279169"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=279184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=279184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=279184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}