This is the 2nd episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar. Our guest in this series is returning guest, Brazilian coffee Agronomist, Jonas Ferraresso and this series explores the state of the Brazilian Coffee Supply Chain in 2024. In this episode of the podcast series, Jonas and Lee discuss the current state and future of coffee production in Brazil. The conversation highlights the critical challenges Brazilian coffee producers face, including labor shortage, high production costs, and the complexities of the coffee market, influenced heavily by the C-Market prices. The episode also covers the impact of these challenges on the decision-making process of producers, the shift towards mechanized farming, and the potential for producers to switch to other, less complex, and more profitable crops. Furthermore, it discusses the historical context of coffee pricing and its insufficient increase to cover the growing expenses and risks associated with coffee farming. The podcast concludes with a broader view of the implications these challenges have on the entire supply chain and the future of coffee as a potential luxury product. 00:00 Navigating the Complexities of Coffee Production 00:40 Sponsored Message: Becoming a Coffee Consultant 01:19 Introduction to the Series with Jonas Ferraresso 01:42 The Future of Coffee Production in Brazil: Challenges and Insights 02:55 Labor Shortages and the Impact on Coffee Farming 05:48 Exploring Alternatives: The Shift from Coffee to Other Crops 07:49 The Economic Realities of Coffee Production 11:22 Understanding the C-Market's Influence on Coffee Prices 15:04 The Generational Shift in Coffee Farming 17:36 The Future of Coffee: A Luxury Product? 18:34 Closing Thoughts and Next Episode Teaser Connect with Jonas here: https://www.linkedin.com/in/jonas-leme-ferraresso-b5391027/ https://www.instagram.com/jonascoffeeagronomist/ •••••••••••••••••••••••••••••••• The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar https://www.mapitforward.coffee https://www.instagram.com/mapitforward.coffee https://www.instagram.com/leesafar •••••••••••••••••••••••••••••••• This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops