Based on ethnographic research in two municipalities of southern Minas Gerais, this article explores how young adults working in Brazil’s coffee sector navigate difficult socio-environmental conditions in plantation labour by moving into emerging professions such as coffee grading, sensory evaluation, and barista work. These “caféology” careers allow them to gain autonomy, prestige, and in some cases international recognition within the specialty coffee movement, extending their activities into urban and even Global North settings. Yet, while these paths represent a quiet strategy of emancipation from the constraints of plantation work, they remain shaped by the broader pressures of neoliberal global agri-food systems and do not fully resolve structural vulnerabilities in the rural coffee economy.
ETH Zürich