Coffee is a traditional drink, originated from
Abissynia (present-day Ethiopia) and
introduced in Europe mainly in France and
Italy where its fame started.
It is an energetic and invigorating drink, has
exotic flavors and aromas and
exquisite taste.
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Morning is an empty word
until it is filled with a
cup of hot coffee.
Edna Frigato
- Create a name for a coffee that will initially be
exported to China and then to other markets.
The name should convey joviality, have global
pronunciation and have meanings that brings
status or tradition symbols.
- According to a legend, around the 6th century, a goat
herder named Kaldi tended his flock in the highlands
of Ethiopia when he observed a strange fact: his
goats seemed more agitated than usual, jumping and
kicking. Kaldi looked around and saw that there were
dark-leafed bushes with small red fruits that made
the goats full of energy. Curious, the shepherd would
have chewed some of those fruits and felt strangely
refreshed. From then on, the world had more energy.
- Higher consumption among young professionals
- Rise of the middle class and a better overall
standard of living
- Increased female consumption (growing middle-
class young people represent the main customer
by 75% and among them the female share
represents the largest share of 70%)
- Growing Attention to Professionalism, Drinks and
Personalized Services