Project Florada – Strauss Group לוגו שטראוס

Project Florada was launched in 2018 by the Brazilian coffee company 3corações (a partnership between Strauss Coffee and Sao Miguel Holdings) for local female coffee growers and their communities. Florada is a sustainable social program that facilitates the development of a productive supply chain and fosters the production of high-quality coffee.  The goal of the program is to enrich the knowledge of the coffee growers in Brazil and to enable them to expand their employment horizons, by making optimal use of industry best practices.

Project Florada – Strauss Group1

The program includes the following components:

  • Digital educational platform: The platform includes training movies that demonstrate recommended agricultural practices and business management practices in the fields of coffee growing. The platform currently contains about 25 training videos, which are offered free of charge to the program’s participants.
  • Enrichment and training: Lectures and activities for enrichment and knowledge sharing with other coffee growers
  • Monetary grants: An annual competition that includes a monetary prize and recognition, in partnership with the Brazilian Specialty Coffee Association (BSCA)
  • Marketing campaign: A campaign to encourage the purchase of the project’s coffee beans through online retailers and stores, while emphasizing the unique qualities of the coffee and the social benefits of the project. All profits are returned to the coffee growers so they can continue to invest in developing their capabilities.


In 2020, the project reached peak registration for the annual competition of about 1,000 coffee growers (600 participants in 2019). In parallel in 2020, coffee sales significantly grew with an increase in monthly sales of coffee purchased from small farms run by women farmers totaling about 8 tons per month (up from 3 tons per month in 2019). 100% of the profits generated from Florada coffee sales as part of the abovementioned marketing campaign were transferred to the coffee growers. The profits were equally divided between 2020’s top 50 growers, the winners of the 2020 competition, amounting to approximately 1,850 Brazilian reals (about $350) per grower.

Project Florada won the 2019 ODS prize in Brazil, whose aim is to identify businesses with an influence and contribution to the country.  Florada was chosen out of 800 projects active in Brazil, and was presented at the United Nations in recognition of its major and significant impact on local women. In 2020 the project continued to gain recognition in Brazil and around the world, and it won the Whow! Innovation prize in Brazil. This prize encourages and recognizes companies and institutions in Brazil that constantly generate innovation with a positive impact on the business environment. 

Florada coffee is available for purchase, and provides consumers with a unique shopping experience and the ability to make appositive impact. By purchasing Florada coffee, consumers support a sustainable supply chain and are even able to trace the production process of the coffee they have bought.

Meet the coffee farmers at the small farms, who took part in the 2020 activities:

This activity supports 2 of the UN Sustainable Development Goals

  • Gender Equality (5)
  • Decent work and economic growth (8)