Catuai Amarillo's experience in the framework of organic production and fair trade

In the last three decades, in a context of neoliberalism, the Mexican coffee sector has been facing various problems caused by low prices, phytosanitary effects and climate change. Despite these adversities, some small producer organizations continue to produce and market differentiated or certified coffees. Catuai Amarillo is an organization located in Chocamán, Veracruz, established in 1990. Three stages have been identified in the 30 years of organizational development. In the first, progress is made towards added value, from “cereceros” they are transformed into “parchment holders”; the second is characterized by the differentiation of the product through organic certification and fair trade for the export of green coffee to the United States and Europe; and the third the search for specialty coffees with greater participation in the national market with roasted and ground coffee. Other important actions are productive diversification, strategic alliances and generational renewal. Despite the achievements, significant challenges remain.