Instant Coffee: Creating Domestic and Export Market Value & Opportunities | Bruno Giestas
The presentation will address how the Brazilian Instant Coffee Industry Association (ABICS), has been branding its products to appeal both to the different consumer segments; from quality to price-sensitive; from specialty to conventional; and to the supply chain that provides the products to them. ABICS’ goal is to increase Brazilian consumption and exports of instant coffee, and to add value to the product. A Sensory Analysis Methodology for Instant Coffee will be introduced as an instrument to create product differentiation and market value. Recent consumption and figures, including those during the COVID-19 pandemic, will be reviewed, as well as future trends and developments.
About the Presenter
Bruno Giestas, Commercial Director of Realcafé Solúvel do Brasil S/A and Director of ABICS
Graduated in Economics, joined Tristão Group in March 1986. From 1986 to 1990, Bruno Giestas was a Trader at Financial Market at TRIPLIK SA, a financial operation of Tristão Group in Rio de Janeiro. From 1991 to 1992 he participated in an Education Program in Banking and Risk Management at Citibank Global Institute in New York and later on returned to Realcafé in 1992 as a Strategic Planner. From 1993 to 2006 he was Commercial Manager of Realcafé and from 2006 up to now Bruno Giestas is the Commercial Director.
