Market & Innovation
The innovation behind the cup.
The coffee history of the producer Jean Faleiros begins more than 100 years ago through his ancestors.
Dive deep into the Eldorado farms in the Alta Mogiana region in Brazil. The coffee history of the producer Jean Faleiros begins more than 100 years ago through his ancestors. The Faleiros family often say that they are blessed, as they come from Ibiraci and this municipality is one of the best places in Brazil to produce specialty coffees.
Alta Mogiana is one of the privileged coffee regions in the State of Minas Gerais. Dry climate during harvest and mountains that can provide different microclimates for a nice variety of cup profiles.
The altitude contributes for a perfect microclimate and the Fazenda ElDorado, reaches up to 1300 meters above sea level. According to producer Jean Faleiros this place is “the 5-stars hotel for growing coffee”. At ElDorado they are able to produce everything from high volume commercial lots to niche micro lots, making them an ideal partner to work with.
The Eldorado farms represents a fourth-generation family estate. Since 2010 they moved their focus from large-scale efficiency to aiming for specialty coffee, to keep up with their set goals, Jean Vilhena Faleiros is constantly investing in training for his team.
The micro lots receive special treatment. From April to September a group of 20 women harvest the cherries, the coffee is taken to the raised beds, where a careful selection is done. The choice is often on Natural lots, where a specific fermentation process is applied.
The entire process, from the harvest to the first steps of processing, including drying, milling and classifying the coffee by screen size and density is done on the farm itself keeping full control over the quality.
Koar — Brazil’s own coffee brewing method.
Created in Brazil, Koar is the only 100% Brazilian coffee brewing method.
Developed from local coffee culture and now nationally recognized as a Brazilian innovation in filtered coffee extraction.
Its story is deeply rooted in Brazil’s coffee tradition. For decades, coffee in Brazil was mainly prepared in two ways: the traditional sailor’s coffee and later the cloth-filtered coffee that became part of everyday life. The global expansion of pour-over methods only took shape after Melitta invented the paper filter, triggering the creation of countless extraction processes and devices worldwide. Yet, for many years, Brazil — the world’s largest coffee producer — had no proprietary brewing method of its own.
That changed with Koar. Inspired by the Kalita method, known for its wave-shaped paper filters, Fernando Sá — one of Koar’s partners — identified a practical challenge: this type of filter was difficult to find in Brazil. The solution was a conceptual shift. Instead of placing the waves in the paper, they were incorporated directly into the body of the dripper. This design allows Koar to work with any type of paper filter, while maintaining consistency and control during extraction.
Koar’s internal wave structure creates natural flow channels that prevent filter collapse, improve water circulation, and support a more even extraction. The result is a clean, balanced cup that highlights the coffee’s sensory attributes — suitable for home use, professional environments, and educational contexts alike.
Atilla Roasters — Brazilian Engineering, Global Roasting.
Atilla is a Brazilian manufacturer of coffee roasting machines that brings together mechanical engineering, technological precision, and deep expertise in coffee roasting. Born from the hands of a mechanical machinist, the company grew alongside Brazil’s specialty coffee movement and today exports its equipment internationally, with a solid presence in the United States and France, as well as other global markets.
Beyond manufacturing, Atilla plays a strategic role in professional education and quality standards for roasting. The brand is the creator and organizer of Torrefação do Ano Brasil (Roaster of the Year Brazil), the country’s leading coffee roasting competition, whose final takes place annually during the Semana Internacional do Café (SIC) International Coffee Week Brazil — Brazil’s most important coffee trade event.
By connecting equipment, knowledge, and competition, Atilla reinforces Brazil’s position not only as a coffee origin, but as an international reference in roasting innovation and technical excellence.
Brand experience ''Fazenda Floresta''
Camila, Carolina and Cristina.
The brand’s kiosks—operating in São Paulo shopping centers and, more recently, at the departure area of Terminal 3 at Aeroporto Internacional de Guarulhos—clearly express this vision: spaces conceived for flow, pause, and discovery, without compromising identity, storytelling, or sensory standards.
Café Fazenda Floresta: female leadership, creativity, and experience in every detail.
The story of Café Fazenda Floresta reflects a contemporary vision of Brazilian coffee—one that evolves without losing its roots. From the coffee fields to the cup, the brand has built its path on quality, long-term thinking, and care at every stage of the process. Today, under the leadership of Jairo’s three daughters—Camila, Carolina, and Cristina—the company has become a reference in the specialty-coffee market, blending family heritage with modern management and strong female protagonism.
This new chapter brought a sensitive yet strategic approach to the business. The sisters transformed origin into experience, designing creative and scalable formats that bring specialty coffee closer to urban consumers.
Every point of sale is crafted with close attention to brand experience. From service to design, from visual communication to the menu, each detail is considered so customers can connect with the universe of Brazilian specialty coffee—even in fast-paced contexts like airports or shopping malls.
Within this mindset comes the Drip Coffee, presented by the brand as a simple and powerful invitation to travelers: the Drip of your Trip. Lightweight, practical, and meaningful, the drip allows specialty coffee to go beyond the kiosk. Just ask for hot water and, in less than a minute, the brewed coffee is ready—at the gate, on the plane, or at the final destination.
A small gesture that turns coffee into a travel companion and an extension of the brand experience.
A Brazilian specialty coffee shop inspired by Japanese culture.
Brewing Success: The Rich Aroma of “The Coffee
In the bustling world of coffee culture, "The Coffee ザ・コーヒー
T" stands out as a beacon of innovation and flavor. Founded in 2017 by the visionary Fertonani brothers—Alexandre, Carlos, and Luis—the brand has embarked on a mission to revolutionize Brazil's café scene.
Technology is a cornerstone of their commitment to enhancing customer experience. They have seamlessly integrated intuitive tablets and mobile apps into their services, enabling customers to place orders and make payments online. For The Coffee these digital tools serve as more than just transactional devices; they are portals to a world of convenience, personalization, and customer engagement.
Signature coffee recipes developed by renowned baristas
The Coffee ザ・コーヒー's menu stands out for its simplicity and uniqueness, offering specialty coffee and drinks that are both spectacular and exclusive.
“According to the BrandZ ranking, 3 Corações was the most valuable coffee brand in Brazil in 2024.”
3 Corações believes in the work of women coffee producers, which is why it created an exclusive project dedicated to them.
This initiative aims to recognize and value the work of women coffee producers across Brazil, supported by a sustainable and long-term cycle built around its core pillars.
The result is a rare, customized microlot rich in meaning. By purchasing it, consumers actively contribute to the appreciation of women’s work, as 100% of the profits are returned directly to the women coffee producers.
The project has already reached 3,000 women and earned first place at the SDG Brazil Network Award, promoted by the United Nations Global Compact, as well as recognition at the WHOW! Innovation Award, which selects the 100 most innovative companies in the country.
“Florada Premiada was already the largest competition for women coffee producers in the world, even before the inclusion of canephora coffees. We added this species to remain consistent and to truly embrace all women producers across the country,” says Patrícia Carvalho, Manager of the Florada and Tribos Projects at 3 Corações.
Coffee+++
Is a Brazilian specialty coffee brand created with a clear purpose: to become the first Brazilian coffee brand to achieve global recognition.
The founder, Leonardo “Leo” Montesanto, launched the project on October 6, 2020, in honor of his family’s coffee tradition, which dates back to 1953, when his grandfather began selling coffee produced by the family.
In 2018, coffee from Fazenda Primavera reached the top of the world. Among hundreds of origins, sensory profiles, and stories, a lot produced on Brazilian soil was named the best coffee in the world — a recognition that goes far beyond a technical award. It symbolizes a turning point: the moment when Brazil reaffirmed its ability to deliver not only volume, but absolute excellence, identity, and meaning.
Behind this coffee lies a vision that speaks directly to the concept of Coffee+++.
A coffee that brings together exceptional sensory quality, a clearly defined origin, human impact, and a genuine commitment to transforming the value chain. A coffee that does not happen by chance — it is the result of deliberate choices.
The journey of Leo Montesanto, known as a true missionary of Brazilian specialty coffees, helps translate this moment. His work is grounded in the conviction that coffee is a language, a territory, and a tool for connection between those who produce and those who consume.
Bringing a Brazilian coffee to the highest level of international recognition is, above all, about bringing forward a story that is well told, carefully nurtured, and confidently defended.
Challenges and positioning
- Educating Brazilian consumers about the value and quality of specialty coffee;
- Offering products with consistency and sensory repeatability;
- Making specialty coffee accessible without losing identity and quality;
- Consolidating the brand in the domestic market before expanding its international presence.
''Cheirin Bão'' has established itself as the largest coffee shop chain in Brazil.
Market insight
The Cheirin Bão case illustrates how Brazilian coffee can function as a cultural and commercial asset at scale, capable of sustaining international expansion even in adverse global scenarios.
More than a coffee shop chain, the brand represents a model in which coffee acts as the anchor product of an industrial, logistical, and educational system. It reflects one of the central dynamics of the Brazilian coffee ecosystem: the ability to generate volume, capillarity, and brand recognition, operating in parallel — and in contrast — to origin-driven, microlot, and high-sensory-differentiation models.
In 2025, began its international expansion with the opening of its first store in the United States, in Boston.
With more than 900 units commercialized in Brazil — around 800 currently in operation, according to recently published data — the Minas Gerais–born brand built its growth on a highly standardized franchise model, strong cultural appeal, and a clear regional identity.
Despite a global context marked by geopolitical uncertainty and increased U.S. import tariffs, the decision to enter the American market was presented by the company’s partners as strategic rather than opportunistic, supported by mature internal processes and the ability to operate a replicable and self-managed model outside Brazil.
Since 2016, Cheirin Bão has been part of the Universal Franchising group, a structure that positions the brand as a franchising platform rather than only a retail chain. Its operations extend beyond the point of sale to include coffee production and distribution, centralized logistics, operational standardization, and continuous training of operators.
Q Coffee Go — When the world finally answers the producer.
For decades, coffee has travelled far — and the producer has heard almost nothing back.
Coffees are harvested, processed, exported, roasted, brewed, and consumed across the world, yet the people at origin rarely know how their coffee is actually experienced in the cup, in real life, outside technical reports or occasional feedback from intermediaries.
Q Coffee Go was created to break this silence.
More than an evaluation tool, the platform establishes a direct emotional and informational return loop between consumption and origin. Whenever a coffee is tasted and evaluated — at an event, in a coffee shop, or in daily life — that perception goes back to the producer in real time, via WhatsApp.
No dashboards to manage.
No reports to wait for.
Just a real person, somewhere in the world, reacting to a coffee that was born at origin.
A platform born between origin and market.
The concept of Q Coffee Go was first validated internationally during World of Coffee Geneva, where it was presented as the first consumer-driven evaluation flow for specialty coffee — often described as a “TripAdvisor for coffee.”
Following this validation, the platform was launched in Brazil during Semana Internacional do Café 2025, connecting live tastings, consumer feedback, and real-time visualisation through Q Coffee Go TV, while returning each evaluation directly to registered coffees via WhatsApp notifications.
From experience to value
Each coffee registered on Q Coffee Go brings together traceability data, origin information, and context. But its true differentiator lies elsewhere: capturing real consumer perception at the moment of consumption — including emotion, setting, comments, and images — and returning it instantly to those who produced it.
This shifts the role of data in coffee.
From static documentation to living feedback.
From delayed validation to immediate awareness.
Why this matters
Quality today is no longer defined by technique alone. It is shaped by consistency, context, emotion, and perception — elements that rarely reach origin in a structured way.
Q Coffee Go does not replace technical analysis.
It complements it with what was missing: the voice of everyday consumption, at scale.
For producers, this means visibility, learning, and recognition.
For roasters and brands, it means market sensitivity and differentiation.
For the sector, it means a new layer of value built on real experience.
Looking ahead
Q Coffee Go is being developed as a global infrastructure for experience-driven coffee value, with upcoming steps including:
- equity participation for strategic investors aligned with origin-based value creation.
- white-label versions for cooperatives, associations, and brands managing large coffee portfolios.
- deeper integration with traceability and research initiatives connected to the Brazilian Coffee Dossier.
About the creator
Q Coffee Go was created by Cris Duarte, founder of Filtra Labs and creator of the Brazilian Coffee Dossier — a long-term initiative dedicated to repositioning Brazilian coffee from volume to relevance, through culture, research, technology, and narrative.
“My wish is that every producer can finally know who drank their coffee — and whether the experience was meaningful.”
Cris Duarte
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