A evolucao da forma de fazer cafe (Terminologia em Ingles)

Voce ja ouviu falar do Percolator?
O Percolator e uma maquina de fazer cafe parecida com uma chaleira mais sofisticada com um filtro dentro onde voce poe os graos do cafe e o mesmo sai filtrado na parte inferior da chaleira. A maquina foi inventada pelo cientista Britanico e soldado Count Rumford entre 1770 e 1790

Percolator: A machine for making coffee, consisting of a pot in which boiling water is circulated through a small chamber that holds the ground beans

Lembra dos filtros de cafe Melitta?
Pois e o Coffee Dripper e o container onde voce coloca o filtro de cafe Melitta e na parte de baixo sai o cafe
O metodo tambem e chamado Drip brewing
O filtro Melitta foi inventado em 1908 por Melitta Bentz, uma dona de casa e empresaria Alema

Grind and Brew – O metodo utilizado mais recentemente one voce moe e prepara o cafe em seguida. As maquinas de moer e filtrar o cafe sao chamadas em Ingles de Grind and Brew Coffee Makers

Single Cup – O moda do momento. Uma empresa em particular tem popularizado o uso deste tipo de preparacao de cafe e cha. A marca Keurig, subsidiaria da empresa America Green Mountain Coffee produz os Single Cup Keurig Brewers e as vende quase que a preco de custo, porem o lucro vem das vendas dos K-cups. O modelo e semelhante aos das empresas que vendem impressoras. Ou seja a Keurig usa o modelo Impressora-Tinta de cartucho de vendas (impressora barata e tinta cara) Maquina de cafe barata e copinhos de cafe e cha caros

“In the case of coffee brewers, there isn’t a rapid pace of innovation; We went from the percolator, to drip, to grind and brew. Now it’s single cup.” Van Winkle -diretor gerente da Canaccord Adams (uma empresa de analise financeira)

Os K-cups sao patenteados e a patente expira em 16 de Setembro de 2012. Apos esta data competidores poderao produzir k-cups “genericos” ameacando a lideranca da empresa Green mountains coffee.

“Green Mountain got into the single-serve coffee business in 2002 when it paid $14.4 million for 41 percent of Keurig Inc., a maker of coffee brewing machines. Four years later it bought the rest of Keurig, selling the brewers at a reasonable price and making money on the K-Cups — which only worked with Keurig machines — much the same way Procter & Gamble Co. does with razor blades. Sales have since increased an average of 65 percent a year” reportagem Bloomberg

Leia o resto da historia em Ingles:

High-Profile Partners

Recently, the company has sought to boost sales and discourage competition by partnering with high-profile coffee brands such as Caribou Coffee Co. (CBOU), Folgers and others to sell K- Cups. Earlier this year, the company signed deals with Seattle- based Starbucks Corp. (SBUX) and Dunkin’ Brands Group Inc. Grocery retailers began selling Starbucks K-Cups earlier this month. Green Mountain has a 71 percent share of the U.S. market in single-serve beverages, according to Mitchell Pinheiro, an analyst at Janney Montgomery Scott in Philadelphia.

The two expiring patents protect technology that maintain a precise amount of coffee in each pod and the means to pierce it to extract liquid. If rivals reverse-engineer K-Cups, they could damage Green Mountain’s main business.
‘Not Complex’

Copying the technology won’t be difficult once the patents expire, Mark Rygiel, a patent attorney at Sterne, Kessler, Goldstein & Fox in Washington, said in an interview.

“The K-Cup is not a complex invention,” he said. Most potential rivals “would understand what’s going on.”

It’s hard to know how important the patents are to Green Mountain, Rygiel said. The company and Keurig own at least 37 patents that protect how the pods look and are made, he said.

“Two patents expiring might end up being very significant, but it doesn’t necessarily mean that,” he said.

Chief Executive Officer Lawrence Blanford remains publicly optimistic, saying sales will rise as much as 65 percent in fiscal 2012 after rising 95 percent last year, seven times faster than the average S&P 500 company.

The company has submitted patent applications for a different K-Cup that uses more coffee, he said on a Nov. 9 conference call. Green Mountain also has a patent for its higher-end “next-generation” coffee machine and capsules, which will be sold starting in 2012, Blanford said.
Emerging Competitors

Still, competitors already are emerging. Rogers Family Co., a closely held coffee roaster and distributor, sells one-cup coffee pods compatible with Keurig brewers for a suggested retail price of $6.99 for a 12-pack. Green Mountain’s 24-pack of namesake brand K-Cups sell for $16.49 on its website.

While Keurig sued Rogers on Nov. 2 for patent infringement in the U.S. District Court in Boston, the Lincoln, California- based company is still looking to buy more coffee-pod making equipment, Jon B. Rogers, the company’s president, said in a telephone interview last week.

Rogers, which is getting calls from retailers wanting to stock the less expensive single-serve pods, isn’t planning to do any advertising for the coffee, he said.

“Things are going so well without it,” Rogers said. “There’s been a lot of word-of-mouth on blogs.” Safeway Inc. (SWY) supermarkets in California will be selling the San Francisco Bay brand one-cup coffee pods, he said.

“The recent rollout of a Keurig-compatible pod from Rogers Family will negatively impact longer-term K-Cup profitability,” Mark Astrachan, an analyst at Stifel Nicolaus & Co., said in a research note last week. The shares have risen sixfold since Jan 29, 2009, when the New York-based analyst changed his rating from “hold” to “sell.”

Taking on Green Mountain won’t be easy because the Keurig brand resonates with consumers, according to John Staszak, a New York-based analyst at Argus Research.

“You can expect some drop-off from the patent expiration,” Staszak said. “But their brand is just so well known, it’s a plus for them in the face of patent expirations.” On Nov. 14 he changed his rating on the company to “hold” from “buy.”

Differing views on Green Mountain’s prospects have turned the stock into a battleground. While about 20 percent of the shares available to the public have been sold short, according to Bloomberg data, eight of 12 analysts recommend buying them.

“Clearly the patents are expiring and everyone is going to be trying to construct a product to go into this space,” said Eric Anderson, a marketing professor at Northwestern University in Evanston, Illinois, who has taught Keurig case studies in classes since 1997. “Whether that can be successful or not is a different story.”

To contact the reporter on this story: Leslie Patton in Chicago at lpatton5@bloomberg.net

outras fontes de informacao deste artigo: money.cnn

Mencao honrosa: O nosso coador de pano que conehci desde pequeno e acho que e a cara do Brasil. Nunca vi um nos Estados Unidos. Deveria ser patrimonio cultural brasileiro!


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