Established in 1992, FCC was born renewing the agri-business coffee. Since the beginning, its vision has a main objective: to establish value and quality of the coffee produced in the Region.
It is certain that climate and weather conditions play a very important role. The Region posses one of the best climates in the world that allows for the achievement of coffess with differentiated standard of quality. FCC has been very responsible in recent years. Joining strategic actions and marketing as well as implementing premanent technician advising and advertising to the producers. Much progress has been made and today, Café do Cerrado, is seen as a symbol of quality and aggregation of value to the Brazilian coffee.
Description FCC - valuation of the quality
In March of 1990 the IBC (Brazilian Institute of Coffee) was extinct, months after the definitive failure of the negotiations of a new AIC (International Agreement of Coffee). The collapse of prices, allied to the known problems of financing Brazilian agriculture, compromised the survival of many producers. Without an alternative way, the situation was critical. It was at this critical moment where the first perception of the natural attributes of the the Region were taken into account. A strategy of differentiation for the Origin and the Quality could be the answer. If managed well, this action would be exactly what the producers of the Region need. This type of strategy transforms the comparative advantages of the Cafe do Cerrado into an effective competitive advantage, which would become the most valuable characteristic of the coffee from the Cerrado Mineiro Region for the years to come.
The proposal of an organization and the implementation would include: the adequate use of technology, a strategy of marketing and direct commercialization, and jumping intermediaries. The association would be in charge of supplying the producers with the necessary technician endorsements (with support from Sebrae), as well as rule the marketing actions and act as the representative entity. Those resistant producers who had not been convinced, soon grew accepting as the acceptance spread through associations of coffee producers in other areas of the Cerrado Mineiro.
The adoption of a joint strategy demanded actions coordinated between the Associations. In a meeting which occured in June of 1992, the directors of the seven existing Associations had identified the deemed necessary to create an entity that added them - a Council of the Associations- with the purpose to keep an unified, coordinated strategic management and cosistent for Cafe do Cerrado to standardize the quality, and to serve as the only voice of representation, Then, CACCER officially began. Today CACCER is known as FCC.
