The quality award prize
16 years of best practices
The quality award founded by illy is a driving force of good practices, a boost for producers and an example for many growers. First instituted in Brazil, the award was subsequently extended to India, and Colombia, respectful of local individual growers. The First Brazilian Award for Quality Espresso Coffee was set up in 1991 to attract the best growers in the country. That year, 230 growers entered the competition, and the top ten won a significant cash prize and a participation diploma, which has since become a symbol of great pride. The news has spread and the Award has become a sought-after recognition which, over its sixteen years, boasts a total of 10,000 entrants. The Award has evolved into an educational center for growers who seek to grow quality crops. And it is not by accident that in 2007 the winner of the first cash prize of thirty thousand dollars was a small-scale grower from Zona da Mata, Edio Anacleto Miranda. This grower loves his red land, treating it like his child, nourishing it without chemicals and without stressing it. Quality generates quality, just like beauty does.
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