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Brazilian farmer Marcos Croce has woken up and smelled the coffee – embracing the organic trend and bucking Brazil's long-held status as a mass producer of poor quality beans.Before, the plantation collected 10,000 bags of coffee a year.With production of 45.3 million 60 kg bags in 2014, Brazil accounts for almost a third of world output, trailed by Vietnam and Colombia. But there's a problem: Brazilian coffee is very much at the bottom end of the market.It was Brazil's association that created the Cup of Excellence contest in 1999 to promote its coffee.Demand for specialty coffee has risen worldwide by 10 to 15 percent in the last few years, compared to about 2 percent for regular coffee, with Europe, Japan and the United States leading the way.A good cup of coffee is "a miracle," says Isabela Raposeiras, 41, who teaches about coffee and sells coffee at the Coffee Lab in Sao Paulo.
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