Authors: Mabel Manrique Ramos; Flor Amparo Medina Chamorro; Laura Rodríguez Bejarano; Karen Alexandra Acevedo Calderón; Laura Andrea García Gómez
Addresses: Universidad Piloto de Colombia, Carrera 7 B No. 147-51, Bogotá, DC, Colombia ' Universidad Piloto de Colombia, Carrera 13 A No. 104-91, Bogotá, DC, Colombia ' Universidad Piloto de Colombia, Diagonal 83 No. 75 A 05 B, Bogotá, DC, Colombia ' Universidad Piloto de Colombia, Carrera 5 No. 26 B 39, Bogotá, DC, Colombia ' Universidad Piloto de Colombia, Diagonal 39 F Sur No. 39 C 08, Bogotá, DC, Colombia
Abstract: Coffee has historically contributed to the economic and social development of Colombia; However, in the last decades, this agricultural subsector has faced several challenges, both from the international market, which includes the decline in price levels due to the expansion of supply and internal factors, as the revaluation of the peso, phytosanitary risks, and the reduction of available labour, among others. In this sense, this paper aims to identify the transformations of small Colombian coffee growers and some of the new strategies that can generate greater competitiveness. An inquiry is made about the changes that have occurred in the coffee industry in the last two decades, addressing factors such as technology, government policies, production and digital marketing strategies, to identify the key points in which to work to advance towards their development and well-being. In this regard, it is proposed how fair trade favours the commercial processes of small producers.
Keywords: transformation; Colombian small coffee growers; new scenarios; competitiveness; fair trade; digital marketing; economic and social development; revaluation of the peso; strategies; producers; international.
International Journal of Globalisation and Small Business, 2017 Vol.9 No.2/3, pp.120 - 143
Received: 07 Dec 2016
Accepted: 14 Jul 2017
Published online: 19 Dec 2017 *