For over 30 years, we have been developing the planning and communication actions, public relations, and promotion for illycaffè, the Italian coffee roaster in Brazil, boosting the foreign brand in a country with a strong coffee tradition. Additionally, we organize and promote the Ernesto Illy Award for Sustainable Quality Coffee for Espresso, since its creation in 1991, and coordinate the illy Coffee Club, created in 2000 as a pioneer loyalty program for suppliers, which has already benefited more than 3,000 producers. Both initiatives can be considered milestones in the industry and have been contributing to increasing the interest of coffee growers in supplying to illycaffè.
The competition has stimulated the concept of quality and sustainability and has already awarded more than 2,500 coffee farmers. illy Club members have access to courses and seminars and consulting with specialists. ADS coordinates and organizes exclusive meetings on model farms for the exchange of experiences and practical application of technologies, videos and manuals, exclusive information, digital channels, and L’Espresso Magazine, among other actions. Satisfaction and opinion surveys are periodically conducted with members. The longer the uninterrupted supply to the coffee roaster, the more advantages the member producer receives, in addition to the invaluable gains in terms of appreciation and status in the coffee market.
All this work is considered a reference in the agribusiness sector, having contributed to the change in mentality of coffee farmers towards the concept of quality versus quantity and the discovery of new producing regions in Brazil. For the results obtained with the services provided to illycaffè, ADS was awarded the Aberje National Award and the Golden World Award for Excellence from IPRA.