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“Cafes do Brasil” has many aromas, flavors, and experiences to be explored in the market. However, the dynamics valorization takes place in different contexts of production and coordination. The objective of this work was to identify the implications of different contexts of production and coordination on the institutionalization of “Cafes do Brasil” brand. Through content analysis, it was sought to capture resources and essential skills used in the strategic orientations from advertisements and from other information on sites of the collective organizations. The information was analyzed in Iramuteq software. It was observed that cooperatives are the driving force for new skills and capacities. It has built a coordination structure aimed at the defense of the local cafes in the market. This structure places producers and managers on a more accentuated learning curve that guides the building of strategies based on local resources. The diversity of contexts shows possibilities of links, strategies, concerns that guide actions and decisions, making it impossible to adopt a single marketing strategy for the whole chain.

Cafés Especiais e Estratégias Regionais: (Im)Possível Articulação com “Cafés do Brasil”