By: ALMA.R Comunicação / Image: JP Maia | IF15 @asfotosdejoao
Olympic surfing champion Italo Ferreira launched his own specialty coffee brand, 'Stoke-Ed Coffee,' on Tuesday (Aug/6), produced in Chapada Diamantina.
Surfer Italo Ferreira, known for his achievements in the sport, is expanding his horizons and investing in the launch of his own specialty coffee brand. Inspired by his passion for the beverage and his desire to venture into entrepreneurship, Italo unveiled "Stoke-Ed Coffee" on Tuesday, August 6, in São Paulo. The specialty coffee, produced in Chapada Diamantina, Bahia, by Latitude 13, is available in Fortaleza and São Paulo, as well as through Latitude 13's e-commerce and Mercado Livre, starting at R$34.00 (BRL).
The idea for the brand came during his trip to the Maldives in 2020. "I love coffee, a drink I've enjoyed since childhood. The idea of creating my own brand has always been in my mind," shares Italo Ferreira. Beyond his dream, the surfer and entrepreneur was involved in the entire development of the coffee. "I visited the farm, learned about the entire process. We're focused on the coffee, on picking the best beans, and producing the best quality to ensure it is truly a special coffee," he adds.
Named "Stoke-Ed Coffee," the brand name originated from a joke during his first year on the World Surf League (WSL) circuit. "When I joined the circuit, my English was limited, and I only knew how to say 'Stoked' (very excited). Because of my accent, the team started joking and added 'ed.' That was in 2019. Later, I tattooed it on my arm and wanted to convey that excitement through the coffee," he recalls.
Colors Inspired by History and Promise
The colors chosen for the brand, black and gold, also hold deep significance for the athlete. Black refers to his first surfboard when he began to stand out as a junior surfer. Gold symbolizes his Olympic gold medal, making the coffee even more special.
"I included gold in the project because I'm the first surfer in Olympic history to win a gold medal (Tokyo 2021). I'm driven by challenges, so in 2021, I set the medal as a goal for my career and this project. If I hadn't won the gold medal, I would have had to change the color of Stoke-Ed Coffee; there wouldn't be gold in the packaging or the brand's visual identity, and the coffee wouldn't be special in quality or meaning. In the end, it all turned out perfect," he comments.
Sustainable Production Partnership
The production process of "Stoke-Ed Coffee" is a collaboration with Latitude 13, a national coffee producer that combines modern cultivation methods with sustainable management, a partnership based on shared values and a vision of excellence. "From the beginning, we've focused on selecting the best beans and producing a truly special coffee. The Latitude 13 team shares the same values, and this partnership will be crucial to the brand's success," emphasizes the surfer and entrepreneur.
According to Juli Allegro, co-founder of Latitude 13 Cafés Especiais and coffee producer, this partnership with Italo Ferreira was unique, mainly due to the athlete's involvement in all stages of developing Stoke-Ed Coffee.
"Italo discovered our coffee through a friend and decided to take it with him to the Tokyo Olympics in 2021. We can say that this is literally the gold coffee (laughs). The partnership with Italo and IF15 was very constructive. He wanted to understand the whole process and was actively involved in choosing the blend. This was a condition we insisted on because we wanted him involved in every step. So, Italo went to Chapada Diamantina, learned about the production process, tasted the coffee, and selected his own blend. All Latitude 13 coffees are special, directly produced from our farms," says Juli.
This isn't Italo's first foray into business, as it's his second venture beyond sports. Since last year, he has been a partner in the Oyá restaurant in Bali, Indonesia. "I'm starting to enjoy having other roles in my life. Putting my ideas into action and seeing everything flow has been a rewarding experience," he concludes.
Technical Information
- Stoke-Ed Coffee is produced at Fazenda Progresso Mucugê, Bahia.
- Specialty coffee with a score above 85 points, medium roast, catuai vermelho variety, natural and pulped coffee blend. Fruity and chocolate notes, intense, full-bodied, smooth, and delicate.
- Points of Sale (in Brazil): Padoca Le Cousin in Fortaleza, Latitude 13’s e-commerce and physical store in Salvador, Casa Santa Luzia in São Paulo, and Mercado Livre starting August 10.
