Brazilian Coffee People - Fabiana Carvalho

We are happy to present Brazilian Coffee People, a chance to tell the stories behind the coffee, not just the growers but those who contribute across the industry. For our first feature, we present Dr. Fabiana Carvalho, the founder of The Coffee Sensorium, who holds a Ph.D. in Psychobiology from the University of São Paulo. Dr. Carvalho's research is fascinating, examining how external factors such as cup color and texture or packaging impact flavor perception, product acceptance, and customer purchase decisions.

And she loves Brazilian coffee. "I want Brazilian coffees, which have exceptional quality, to be able to really sell themselves. That they are also well represented by extrinsic factors, which my research and the SCA (Specialty Coffee Association) have shown directly equates to product quality."

We sat down with Dr. Carvalho to learn a little bit more about her and her work.

Casa Brasil: "How did you make the decision to study coffee? Was it from a sensory analysis standpoint?"

Fabiana: I actually chose coffee through neuroscience because I am not really a sensory analyst but a neuroscientist. I chose to study the multisensory aspects of flavor. I was raised around coffee, and it was just a return to coffee, in fact. My family has worked in coffee production since I was very young. In addition, the lack of studies on the multisensory perception of taste in coffee made me look into this area. We see a lot of studies on wine, beer, and other beverages. In 2017, when I started researching, there was almost nothing out there. That's when I started working with the main reference in this area, Professor Charles Spence from Oxford, England.

Casa Brasil: Today, your research is well respected and has become a reference worldwide. Do you believe Brazilian coffee is also gaining recognition due to studies such as yours on quality?

Fabiana: My research concerns the consumption aspect and the drinking behavior of the beverage. I study how we can use extrinsic factors to add value to coffee and connect a quality product to a high-quality consumer experience. I want Brazilian coffees of exceptional quality to be able to sell themselves, through a differentiated presentation, precisely through these extrinsic factors. The SCA has released quality guidelines considering extrinsic analysis, which is absolutely relevant.

Casa Brasil: The Coffee Sensorium still has much to contribute to the coffee chain.
Can we expect anything new to come?

Fabiana: We never stop. Currently, I am doing a research project with the SCA. Working with the "Coffee Science Foundation," a branch of the SCA that finances research, we are doing a very broad collection of data with U.S. consumers who consume specialty coffees, and we have concluded a very thorough online study. This past September, I was there collecting data, through coffee cuppings, regarding the packaging effect. The results should be out soon. We are also planning to carry out this study in other countries to understand cross-cultural effects: how factors impact choice, decision-making, quality perception, and several things that the packaging communicates in relation to the coffee that is inside it.

Casa Brasil: Where can we access and get information about your work and research?

Fabiana: You can access the studies and everything that is being done through The Coffee Sensorium Instagram and its website: www.thecoffeesensorium.com