Avaliação do modelo do direct trade em relação ao fair trade do café no caso da Empresa Utamtsi Kaffee - Bremen, Alemanha.

Abstract

This study was addressed to the Direct Trade model, also called Direct Fair Trade, with practical analysis in the Utamtsi Kaffee company, based on the concepts and the guidelines of other known models of Alternative Trade, as Organic Agriculture and Fair Trade in the European perspective. Confrontations were made over the Direct Fair Trade concepts, objectives and applications in other referenced companies, as well as the context and the connection with the Fair Trade Movement and the connection of the Organic Agriculture to this company‘s case. The work‘s general objective consisted in identifying advantages and disadvantages on applying the Direct Fair Trade in the Utamtsi Kaffee company and its dynamics were carried out through the application of a questionnaire and interviews with people of interest in the process of implementing and disseminating Fair Trade in the city of Bremen, in order to assess the local scenario in which the company is, and the Direct Fair Trade, applied to its reality by virtue of the opportunity of exchange at the Hochschule Bremen, Germany, in the year 2015. The results were satisfactory, so that the competitive advantages in the adoption of the Direct Fair Trade of coffee in the Bremen scenario were verified, considering the company's target customers.