Coffee for Millennials

Challenges and opportunities for agrobusiness

Abstract

This article analyzes the possibilities of offering coffee to generation Y. Concepts such as sustainability and quality, today, are intrinsically linked and permeate efficient and effective agricultural production. This study was developed qualitatively, as it aims at more subjective aspects and was constructed through descriptive research, carried out through a bibliographical survey. The study aimed to verify how generation Y can influence consumption demands and the production process of the coffee economy. Thus, to meet the needs of this demanding public, issues arise such as the application of Industry 4.0 and Agriculture 4.0 methodologies and technologies, in addition to the continuous improvement of production chain processes, especially in relation to coffee production, complementing and culminating in the gourmetization of coffee. Finally, to provide Millennials with a coffee that meets their demands, understanding these as a market niche given the range of business possibilities, generational modification and change in the production model, as described in this study, it is necessary to set up a production sustainable, in the sense of preserving nature, covering issues such as superior quality and providing unique experiences.

Keywords: Agriculture; Cofee Production; Millennials.