Food safety and traceability in specialty coffees: What do Brazilian consumers value?

Abstract

This study aims to identify how aspects of food safety and traceability influence the consumption of specialty coffees from the consumers' perspective. Forty regular consumers of specialty coffees were interviewed. Aspects of food safety and traceability were identified and classified into formal and informal mechanisms. This research is a pioneer in addressing the importance of food safety aspects in the consumption of specialty coffees and can be a useful tool for agents responsible for marketing, farm management, consumer relations and sustainability of the specialty coffee production chain.