The aim of the thesis is to make a marketing strategy of chosen coffee shop, which is situated in Slovakia. Therefore the analysis needed to achieve the given aim were analysis of macroenvironment in Slovakia, current trends in coffee drinking, coffee shop business (in Europe), competition in the town. Interviews with the owner of given coffee shop, owners of other successful coffee shops and the summarization of related theory, also contributed to the achievement of the aim. A partial aim was to gain knowledge about target group "women 40-65 years old", which was the object of a questionnaire. Acquired information was then summarized and used for designing the marketing strategy and proposals for improving the marketing mix that deals with issues of coffee shop.

Orientador: Claudia Regina Baptista Haddad / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Biologia / Made available in DSpace on 2018-08-26T21:10:07Z (GMT). No. of bitstreams: 1 Chone_RosanaMarySartor_M.pdf: 46520912 bytes, checksum: 140ac9102b951f96df903dee18f16c8a (MD5) Previous issue date: 2015 / Resumo: O cultivo do cafeeiro é de grande importância econômica mundial. O consumo crescente de café arábica tem levado os pesquisadores a buscar variedades que produzam bebidas de melhor qualidade e com baixos teores de cafeína. Os programas de melhoramento genético concentram esforços na busca destas características com destaque para cultivares da espécie Coffea arabica, a mais cultivada no mundo. A embriogênese somática é importante para manter características selecionadas em programas de melhoramento genético e produzir os indivíduos selecionados em grande escala, além de contribuir para estudos fisiológicos e moleculares. A embriogênese somática direta apresenta vantagens pela redução de insumos e mão de obra, devido à eliminação da fase calogênica, porém, apresenta baixa eficiência, quando comparada com a via indireta, para a espécie C. arabica. Apesar da importância da embriogênese somática direta, nada se sabe sobre os fatores que controlam a sua ocorrência em genótipos de C. arabica e tampouco há estudos com utilização de brassinosteróides na fase de indução desse tipo de embriogênese in vitro. O brassinosteróide, 24-epibrassinolídeo, foi utilizado isoladamente e em conjunto com uma citocinina, N6-(2-isopentenyl) adenina (2-iP), para avaliar seus efeitos sobre a embriogênese somática direta e verificar possíveis alterações endógenas no metabolismo desses hormônios durante a indução da embriogênese em explantes foliares da cultivar Mundo Novo de Coffea arabica. Os explantes foram cultivados em meio de cultura MS modificado, adicionado de 2-iP a 10 µM, acrescido ou não de 24-epibrassinolídeo. Foram utilizadas as seguintes concentrações do brassinosteróide: 0,01 µM, 0,10 µM e 1 µM, em dois experimentos realizados em diferentes épocas do ano. Análises de microscopia de luz e microscopia eletrônica de varredura foram realizadas para compreensão dos eventos anatômicos e morfológicos da via de embriogênese relacionada às diferentes combinações hormonais praticadas. Avaliações de variáveis qualitativas e quantitativas dos explantes foliares dos dois experimentos foram realizadas in vitro durante 130 e 240 dias. Na tentativa de compreender melhor a participação dos brassinosteróides na via de embriogênese somática, explantes foliares induzidos apenas com a citocinina, 2-iP, foram submetidos a análises de Ressonância Magnética Nuclear (RMN). Os embriões somáticos obtidos tanto no tratamento com uso exclusivo de citocinina, como no tratamento com citocinina associada ao 24-epibrassinolídeo foram cultivados em meio de cultura para germinação e desenvolveram-se em plântulas. A aplicação do brassinosteróide levou à iniciação do processo de embriogênese somática direta, promovendo a formação de estruturas embriogênicas. Sua aplicação conjunta com citocinina aumentou o número de embriões, o número de explantes com embriões, levou à formação de embriões em condição na qual apenas a aplicação de citocinina foi insuficiente e acelerou a via embriogênica. Promoveu o desenvolvimento de embriões mais bem definidos, com características meristemáticas típicas. O aumento de picos na região do espectro de RMN, característico de moléculas esteroidais, coincidente com o período em que ocorre a embriogênese somática direta, pode ser indicativo da participação de brassinosteróides endógenos durante esse processo. Este trabalho abre perspectivas para a utilização de brassinosteróides em embriogênese somática direta em processos produtivos de C. arabica / Abstract: Coffee cultivation is of worldwide economic importance. The increasing consumption of coffee has led to search for varieties that produce better quality beverages with lower caffeine contents. Genetic improvement have concentrated their efforts on the search for these characteristics with emphasis on cultivars of the species Coffea arabica, the most cultivated in the world. Somatic embryogenesis is important to maintain selected characteristics in genetic improvement and produce selected individuals on a large scale, as well as contributing to physiological and molecular studies. Direct somatic embryogenesis shows the advantages of reduced consumables and less manual labor, due to elimination of the callus phase, but is inefficient with the species C. arabica when compared with the indirect pathway. Despite the importance of direct somatic embryogenesis, nothing is known about factors controlling its occurrence in C. arabica genotypes, nor are there any studies on use of brassinosteroids in the in vitro induction of this type of embryogenesis. The brassinosteroid 24-epibrassinolide was used alone and together with cytokinin N6-(2-isopentenyl) adenine (2-iP) to evaluate its effects on direct somatic embryogenesis and verify endogenous alterations in metabolism of these hormones during induction of embryogenesis in foliar explants of cultivar Mundo Novo of species Coffea Arabica. The explants were cultivated in modified MS culture medium with the addition of 10 µM 2-iP, with or without 24-epibrassinolide. The following concentrations of brassinosteroid were used: 0.01 µM, 0.10 µM and 1 µM, in two experiments carried out at different times of the year. Light microscopy and scanning electronic microscopy analyses were carried out in order to understand anatomic and morphologic events of embryogenic pathway as related to different hormone combinations applied. The qualitative and quantitative variables of the foliar explants were evaluated in the two experiments at points in time from 130 and 240 days. In an attempt to better understand the participation of the brassinosteroids in the somatic embryogenesis pathway, foliar explants induced only by the cytokinin 2-iP were submitted to nuclear magnetic resonance (RMN) analyses. The somatic embryos obtained both using the treatment with the exclusive use of cytokinin and in treatment with cytokinin associated with 24-epibrassinolide were cultivated in a culture medium for germination and developed into plant embryos. The application of brassinosteroid led to initiation of direct somatic embryogenesis process, promoting the formation of embryogenic structures. Its application together with cytokinin increased number of embryos, the number of explants with embryos, led to formation of embryos in a condition in which only application of cytokinin was insufficient and accelerated embryogenic pathway. It also promoted development of much better defined embryos with typically meristematic characteristics. The increase in peaks in the region of the RMN spectrum, characteristic of steroidal molecules, coinciding with the period in which direct somatic embryogenesis occurred, could be an indication of participation of endogenous brassinosteroids during the process. This work widens the perspectives for the use of brassinosteroids in direct somatic embryogenesis for productive processes with C. arabica / Mestrado / Biologia Vegetal / Mestra em Biologia Vegetal

Made available in DSpace on 2016-05-02T13:54:03Z (GMT). No. of bitstreams: 1 Vanessa Castro Figueiredo-Dissertacao.pdf: 127528 bytes, checksum: b206e7c9794dd800632e4499cff8a946 (MD5) Previous issue date: 2010-07-06 / The greatest cultivation notability in the South of Minas Gerais is the cultivation of coffee, and the soil fertility is one of the main factors that can limit the cultivation production. The purpose of this work was to evaluate soil analysis lab in the South of Minas Gerais in relation to structure and verify the soil fertility conditions in areas occupied by coffee crops that are producing in the South of Minas Gerais. A collection of facts of all soil analysis labs in the South of Minas Gerais was made and a questionary previously prepared containing 31 questions was sent to whom was responsible for those labs. After those questionaries were filled out, a lab was selected and from this one we had 2547 results it was selected 2406 soil analysis results referring to the superficial layer (0 20 cm) of areas occupied by coffee crops that were producing, located in the South of Minas Gerais and from those results, it was made the evaluation of the soil fertility of those areas. It was concluded that the majority of the labs of soil analysis located in the South of Minas Gerais present adequate conditions to the evaluation of the soil fertility. And the available P, the pH and the saturation based on the attribute of fertility that can bi in worse conditions than the occupied areas by coffee crops that are producing, located in the South of Minas Gerais. / O cafeeiro é a cultura de maior destaque na região do Sul de Minas Gerais, e a Fertilidade do Solo é um dos principais fatores que limita a produção da cultura. O objetivo do trabalho foi avaliar Laboratórios de análise de solo da região do Sul de Minas Gerais quanto à estrutura; e verificar as condições de fertilidade do solo em áreas ocupadas por cafeeiro, em produção, na região do Sul de Minas Gerais. Foi feito levantamento de todos os Laboratórios de Análise de Solos da região do Sul de Minas Gerais, e a seguir, foi encaminhado questionário previamente elaborado aos responsáveis desses Laboratórios, com 31 perguntas. Após a obtenção dos questionários preenchidos foi selecionado um Laboratório, e dele obteve-se 2547 resultados de análise de Fertilidade do Solo, referentes ao ano de 2007. Desses resultados foi selecionados 2406 resultados de análise de solo referentes a camada superficial (0 20 cm) de áreas ocupadas por cafeeiro em produção localizados na região do Sul de Minas Gerais, e a partir desses resultados foi feita a avaliação da Fertilidade do Solo dessas áreas. Conclui-se que a maioria dos laboratórios de análise de solo localizada na região do Sul de Minas Gerais apresentaram condições adequadas (estrutura e número de funcionários) para avaliação da Fertilidade do Solo. O P disponível, o pH e a saturação por bases são os atributos de Fertilidade que se encontraram em piores condições nas áreas ocupadas por cafeeiro em produção, localizados na região do Sul de Minas Gerais.

This study investigates the resilience of coffee cooperatives and producer organizations in the context of the COVID-19 pandemic and explores their adaptations to the context in relation to their livelihood capitals. The changes to their operations are analyzed through the contexts of shocks, trends and stresses and how they perceived these threats. The topic of research is relevant given the economic and social importance of cooperatives in these communities and potential impacts to their operations during COVID-19, which is likely to have long-term impacts locally and within the global setting.There is a lack of consensus regarding the classification of cooperatives as resilient organizations, with much of the previous research focusing on financial crisis or natural disasters. Furthermore, the COVID-19 pandemic has been an unprecedented event on a global scale with far-reaching impacts into social, economic and political spheres, and examining these effects is still a developing realm within academic research. The relationship of coffee producers and their organizations within the global commodity chains renders such organizations particularly vulnerable to the effects of COVID-19 and government policy interventions. Investigating how coffee cooperatives in Honduras have been operating throughout the COVID-19 pandemic assesses their potential capacity for resilience by examining how they have been impacted and the manners in which they have overcome these challenges. This further allows for increased understanding of cooperative resilience and ways in which cooperatives’ capital have the potential to impact their resilience.This research follows an abductive qualitative case study and utilizes semi-structured interviews from various coffee cooperatives and organizations in Honduras as primary sources with existing literature as secondary sources. The interviews were conducted remotely. The findings include accounts from cooperatives and producer organizations, which focus primarily on coffee production, in addition to reports from a privately owned coffee production enterprise and a cooperative member. The Vulnerability Context and Asset Pentagon, components of the Sustainable Rural Livelihoods Framework as described by the Department for International Development, were used to analyze the data, along with variables to assess organizational resilience. The study finds that investments to organizations’ human and social capital were prioritized and heavily relied upon during this crisis and the more established organizations had a larger range of resources from which to draw upon. Nevertheless, by continuing to develop and expand on human and social capital, cooperative organizations can increase their capacity for resilience.

El precio promedio del café se ha incrementado en los últimos años. En el 2018 el precio aumentó hasta en un 8% y se estima un alza adicional de 6% para los siguientes años. Pese a ello, el consumo interno del café también ha aumentado constantemente, teniendo un crecimiento en la frecuencia de compra del café de hasta 22 veces más en el 2018. Los estudios revelan que el incremento en su consumo se debe a que los amantes del café cuentan con mayor poder adquisitivo y además han optado por dar inicio a la búsqueda de un sabor distinto al café tradicional. Atendiendo a esta necesidad de los consumidores de café nace Cafru-it, un concentrado de café mezclado con fruta natural. Como propuesta de valor, Cafru-it ofrece a los consumidores de café un sabor totalmente natural, pues es elaborado a base de granos de café cuzqueño y frutas, las cuales son naranja, durazno y mango. Por otro lado, su consumo es beneficioso para salud por las propiedades de los insumos utilizados para su producción, además de ser un producto eco-friendly, ya que los envases son elaborados de vidrio reciclado y pueden ser reutilizados. El público objetivo esta compuesto por las personas amantes del café que se encuentran en la búsqueda de nuevos sabores y que son estudiantes universitarios o que trabajan en oficinas. Los canales por los cuales Cafru-it se acercará a su público son: redes sociales, página web, ferias ecológicas, venta directa y delivery. / The average price of coffee has increased in recent years. In 2018, the price increased up to 8% and an additional increase of 6% is estimated for the following years. In spite of it, the internal consumption of coffee has also increased steadily, having a growth in the frequency of coffee purchase up to 22 times more in 2018. Studies reveal that the increase in its consumption is due to coffee lovers have greater purchasing power and they have also chosen to start the search for a different flavor than traditional coffee. In response to this need for coffee consumers, Cafru-it is born, a coffee concentrate mixed with natural fruit. As a value proposition, offered to coffee consumers a totally natural flavor, because Cafru-it is made from coffee beans from Cusco and fruits, which are orange, peach and mango. On the other hand, its consumption is beneficial for health due to the properties of the supplies used for its production, in addition to being an eco-friendly product, because the bottles are made of recycled glass and can be reused. The customer segments is composed by coffee lovers who are in search of new flavors and who are university students or who work in offices. The channels through which Cafru-it will approach its customers are: social networks, website, ecological fairs, direct sales and delivery. / Trabajo de investigación

This diploma thesis was focused on the preparation and characterization of biodegradable composites based on poly-3-hydroxybutyrate (PHB) and spent coffee grounds (SCG). The aim was to prepare biocomposites based on PHB and coffee grounds. Biocomposites were prepared by solution casting in chloroform. Films with a thickness of about 150-200 µm were prepared with the addition of 20% unmodified and modified coffee grounds. The PHB/SCG films were modified by an addition of a plasticizer and a crosslinking agent or by blending with polybutylene adipate terephthalate (PBAT). The thermal properties of the films were determined by differential scanning calorimetry. The compatibility filler/polymer matrix compatibility was assessed morphologically with the naked eye. It has been found that the direct addition of spent coffee grounds to the PHB is not suitable due to the deterioration of the morphology of the film surfaces and the formation of aggregates. The compatibility between the spent coffee grounds and the PHB was improved after the addition of the plasticizer and the crosslinking agent. However, the highest compatibility between SCG and PHB was achieved in the case of esterified coffee grounds. Another way to improve the resulting morphological properties of the films thus prepared was to use coffee grounds fractions.

La presente investigación hace un análisis de las exportaciones de granos de café a Bélgica y los efectos de la firma del Acuerdo Comercial entre el Perú y la Unión Europea en el marco del Comercio Justo en el periodo 2012-2018. Diversas cooperativas del Cusco han venido exportando café con la certificación FLO; estas exportaciones se han dado incluso antes de la firma del tratado en referencia. Es así como, este estudio hace, por un lado, un análisis cualitativo a través de entrevistas a profundidad a actores y expertos de la industria cafetera para localizar motivos y percepciones en cuanto a datos relevantes de la industria. Este está seguido de un análisis cuantitativo con datos tomados del Ministerio del Ambiente, Ministerio de Agricultura y Riego y ENAHO, los cuales proporcionan al presente estudio de datos empíricos que presentan diversas perspectivas de como se ha dado el efecto en de la firma. Es así como, basándose en la combinación de estas dos técnicas, esta investigación sugiere dar un enfoque unificado que parta del Gobierno Central, a través de instituciones económicas inclusivas que refuercen la industria cafetera, alineada con el Capítulo IX del acuerdo en referencia, el cual está enfocado en el crecimiento sostenible; así como la implementación de gestión tecnológica y mejoras en gestión comercial dentro de las cooperativas. En ese contexto, el Estado peruano, junto con los empresarios deben aunar una dirección única que conduzca a alcanzar un desarrollo sostenido. / This research analyses the exportation of coffee beans and the effects of the signing of the Trade Agreement between Peru and The European Union within the frame of the Fair Trade in Belgium from 2012 to 2018. Cooperatives in Cusco have been working with the FLO Certification several years before the signing of the Trade Agreement in reference. On one side, this study has carried out a qualitative analysis through depth interviews to actors and specialists in the field in order to uncover hidden reasons and perceptions from actors who work in this industry. This was followed by a quantitative analysis taking data form the Ministry of Environment, and Ministry of Agriculture and Irrigation, and ENAHO, which offer empirical material that shows diverse views on how the Trade Agreement has impacted cooperatives through the years 2012-2018. Thus, based on the combination of these two techniques, this study suggests a unified approach from the Government through inclusive economic institutions to reinforce the coffee industry in order to serve the Chapter IX on Trade and Sustainable Development, as well as the implementation of technology management and business management within cooperatives. Therefore, many factors may explain the step-backs, some internal, some external. In this context, the Peruvian Government and the cooperatives should bring together a management that conducts a sustained development. / Tesis

El presente trabajo analiza la viabilidad del plan de negocio de “Frucoffe”. Una empresa que se caracteriza por ser una bebida de café mezclado con pulpa de frutas naturales que puede ser tomado frío o caliente, al gusto del cliente. El proyecto surge al cambiar la forma tradicional de tomar café.  Nuestra propuesta fue desarrollada con el objetivo de mantener activo durante el día a sus clientes en sus diversas actividades. Con el propósito principal cubrir las necesidades de energía, revitalización y probar algo nuevo e innovador en el mercado. Lo toman con limón o leche, ya que les ayuda a cambiar el sabor tradicional. Por ello, buscamos contribuir otorgando una nueva alternativa, en cuanto al sabor y la rapidez, con un café listo para tomar y con sabores variados.  La realización de esta propuesta de negocio nos permitió conocer los retos que se presentan en el entorno empresarial, dejándonos un aprendizaje. La información que se obtuvo en todo el proyecto de investigación nos permitió conocer, analizar y evaluar de la mejor manera el funcionamiento de Frucoffe. Es importante precisar, que el proyecto actual genera valor y rentabilidad para sus accionistas y que siendo un negocio sostenible consideramos seguir gestionando e implementando más estrategias. / This paper analyzes the viability of the "Frucoffe" business plan. A company that is characterized by its coffee drink mixed with natural fruit pulp that can be taken cold or hot, it's to the client's taste. The project arises under the idea of ​​change the traditional way of drink coffee. Its main purpose is to meet the needs of energy, revitalization and the idea of try something new and innovative in the market. People usually drink coffee with milk or lemon, because it helps them to change the traditional flavor. That is why we seek to contribute by granting a new alternative, in terms of taste and speed, with a coffee ready to drink and with varied flavors. The realization of this business proposal allows us to know the challenges that arise in the business environment, leaving us learning. The information obtained in the entire project allowed us to know, analyze and evaluate in the best way the operation of Frucoffe. It is important to specify that the current project generates value and profitability for its shareholders and that being a sustainable business we consider to continue manage and implement more strategies. / Trabajo de investigación

Smallholding coffee farmers in Colombia face many obstacles to satisfy their needs due to a changed climate, a low coffee price and the lack of saved financial capital, that in turns creates a vulnerability to unpredictable events. An increased sustainability in those smallholding systems could therefore be crucial. The objectives of this study were to identify sustainability constraints experienced by smallholding coffee farmers among two cooperatives in Colombia. Likewise to explore the usefulness of FAO:s sustainability tool “Sustainability Assessment of Food and Agriculture Systems (SAFA)” in the context of small-holding coffee systems. The study was conducted by the use of SAFA smallholder app and a participatory consultation, which evaluated four aspects of sustainability: environmental, social, economic and organizational governance, at male and female farmers from two coffee cooperatives. The results highlight that the farmers sustainability challenges were seen to be greatest due to climate and insects related losses and a low income. For them to meet these challenges, the financial capital was understood to be an obstacle. Obtaining external advice and help was often therefore seen as an opportunity to achieve those challenges. The SAFA tool gave in whole, a distinct illustration of the farm’s sustainability, while some parts of the configuration were perceived as not fully adapted to small farmers in developing countries.

La tendencia del consumo saludable está generando que más personas opten por las bebidas más naturales, la cual es una tendencia en el consumo a nivel mundial. Así mismo, en el mundo existe una alta preferencia en el consumo del café (95%), cuyos subproductos como la cascarilla del café no han sido bien aprovechados y en la actualidad se desperdicia más del 80% generando contaminación medioambiental y en otros casos se usa como abono, solo en algunos países del mundo y Latinoamérica están innovando con los subproductos y están usando la cascarilla para producir nuevos productos como infusiones, mermeladas, yogurt, etc. El Perú no está exento de ello, por eso nace Muru Café, una bebida natural a base de la cascarilla de café, cero azúcares, con altos contenidos de carbohidratos, proteínas y minerales, 500 veces más antioxidante que la misma vitamina C, con ligera dulzura y beneficiosa para la salud por su valor nutricional. En el mercado peruano existe este tipo de bebida natural, pero no ha sido industrializado para la comercialización en el mercado, por lo que representa una oportunidad para incursionar en el negocio. Además, por la investigación de mercado, se logró validar el público objetivo y los canales de distribución indirectos para vender las bebidas en minimarkets, tiendas por conveniencia, naturistas y supermercados. Así mismo, el equipo de trabajo está altamente capacitado y con experiencia en producción, ventas, administración y finanzas, lo que nos permite desarrollar un proyecto viable, rentable y sostenible en el tiempo. / The trend of healthy consumption is generating more people opt for more natural beverages, which is a trend in consumption worldwide. Likewise, in the world there is a high preference in the consumption of coffee (95%), whose by-products such as coffee husk have not been well used and currently more than 80% are wasted generating environmental pollution and in other cases use as fertilizer, only in some countries of the world and Latin America are innovating with by-products and are using the husk to produce new products such as infusions, jams, yogurt, etc. Peru is not exempt from this, that is why Muru Café is born, a natural drink based on coffee husks, zero sugars, with high carbohydrate, protein and mineral content, 500 times more antioxidant than vitamin C, with light sweetness and beneficial to health due to its nutritional value. In the Peruvian market there is this type of natural beverage, but it has not been industrialized for commercialization in the market, so it represents an opportunity to venture into the business. In addition, through market research, it was possible to validate the target audience and the indirect distribution channels to sell beverages in minimarkets, convenience stores, naturists and supermarkets. Likewise, the work team is highly trained and experienced in production, sales, administration and finance, which allows us to develop a viable, profitable and sustainable project over time. / Trabajo de investigación