FROM GREEN GOLD TO SPECIALTY COFFEES: THE JOURNEY OF COFFEE, ITS HISTORICAL CONTEXT AND CURRENT CONSUMPTION IN MARÍLIA (SP)

Abstract

The study explores the landscape of specialty coffee consumption in the city of Marília-SP, linking it to the historical context of coffee cultivation in the region and recent economic developments. Founded during the height of the coffee cycle, the city's growth was directly tied to the expansion of coffee farming in the interior of São Paulo. Coffee, a central element in Marília’s economic and social formation, remains present today—now through the appreciation of specialty coffees. Aiming to analyze the consumption of these coffees in Marília, the study conducted field research in local coffee shops, following a historical contextualization and reflecting on the impact of recent price increases in the local market. The findings clearly reveal opportunities for development in the local coffee sector, pointing to promising paths for its professionalization and the consolidation of specialty coffee consumption in the region.