Our booth was very charming. People would stop by all the time. We had a big TV screen with images of Sao Joao Farm and a music from Caetano Veloso playing all day. Sergio loves to talk so everyone would stop and see the farm, with minimum details explanations. The other Brazilians were all together with the people from BSCA, Brazilian Specialty Coffee Association; we thought that it would be best for us to be on our own, and it proved itself right. We were able to get one to one contact with a lot of roasters . The show was over and we had to pack everything back to New York. we joined the SCAA and this was the start of importing coffee into the United States.
The United States is not a coffee producer but it is the largest consumer of coffee in the world. Because of it, the import process is a lot easier than what I was used to in dealing with apparel. Apparel, have limits on the quantity to import, have duties depending on the product so on and so forth. There are no duties for coffee. One is required to register the facility with the FDA and the importer is basically responsible to make sure that what one says it is right Bottom line it was a great experience for me.
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