Abstract
The aim of this paper is tracing an analysis around the production of mountain coffee from the South region of Minas Gerais, in order to identify the main barriers as well as identify suitable solutions. In order to do so, a case study was conducted around the situation experienced by coffee farmers in the municipality of Inconfidentes, Minas Gerais, Brazil. The case study was conducted with the main regional stakeholders with the support of a script. The main results highlight the fact that the geographic location of the mountainous region confers great potential as a high-quality drink, but on the other hand, obstacles such as a low labor supply and the impossibility of mechanization of the crop have made the greatly increasing the cost of coffee production. So the most viable solution is to promote more appropriate marketing mechanisms. Thus, the main instruments to leverage the sale of Inconfidentes coffee is the product differentiation strategy. The use of certification of origin emerges as a great tool capable of differentiating the product and adding value around its superior quality.
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