In September 2022, we opened the doors of Consciencia Cafe in Foz do Iguacu with an idea that many considered too ambitious for a city known primarily for its waterfalls: to create a space that was simultaneously a specialty coffee shop, a community library, and a meeting point for people seeking genuine connection. Three years later, we look back with gratitude and forward with even more determination.
The Timeline: From an Idea to a Community
September 2022: The Opening
It all started with a counter, an espresso machine, a bookshelf, and a deep desire to do things differently. In the first days, we found ourselves repeatedly explaining the concept of specialty coffee to customers accustomed to traditional Brazilian coffee. Every cup was an opportunity to show that coffee could be so much more than a functional drink to wake up with.
First Half of 2023: Finding Our Rhythm
The opening months were a period of intense learning. We discovered that our customers wanted more than coffee: they wanted a place to belong. The board games on the tables, the books circulating between strangers, and the conversations born at the counter showed us we were on the right path.
During this period, we organized our first events: reading circles, chess afternoons, and guided coffee tastings. The response was immediate. People who had never set foot in a specialty coffee shop began visiting weekly.
Second Half of 2023: Growth and Recognition
Word of mouth started working its magic. Tourists visiting Iguazu Falls discovered Consciencia and returned specifically to visit us on subsequent trips. We received our first five-star reviews from international visitors who praised not only the coffee quality but the welcoming atmosphere and the book curation.
For travelers exploring the Triple Border region where Brazil, Argentina, and Paraguay meet, Consciencia became a recommended stop, a place where the warmth of Brazilian hospitality met world-class coffee.
2024: Consolidation
The year 2024 was one of maturation. We refined our menu, deepened relationships with specialty coffee producers, and expanded our community library. We launched a loyalty program and began exploring the B2B space, bringing specialty coffee to businesses in the region.
We also invested in team development. Our baristas attended training courses and sensory workshops, because we believe that shared knowledge elevates the entire experience.
2025: New Horizons
This year marks our entry into new territory. The B2B operation gained structure, our coffee subscription service started reaching customers in other cities, and Consciencia’s digital presence grew stronger with educational content about coffee, culture, and community.
Stories That Marked Us
The Customer Who Became a Friend
One of our most memorable moments was when a gentleman in his seventies, who had drunk traditional filtered coffee his entire life, tried his first specialty pour-over through a V60. He went silent for a few seconds, looked at the barista, and said he never knew coffee could taste like fruit. From that day on, he became a regular visitor and now knows more about coffee varieties than many people in the industry.
The Reading Circle That Never Ends
What started as a monthly reading meetup transformed into a cohesive group of people who gather regularly. Members of the group have shared hundreds of books among themselves, organized cultural outings together, and formed friendships that extend far beyond the walls of the coffee shop.
The Barista Who Found Her Calling
One of our team members joined as an attendant with zero knowledge of specialty coffee. Today, she leads tastings with the confidence of someone who truly understands the subject, identifies sensory notes with precision, and inspires customers to explore new brewing methods. Watching this growth up close is one of the greatest rewards of running Consciencia.
Consciencia Cafe by the Numbers
Three years are made of countless details. Some numbers help tell this story:
- Thousands of cups served: each one representing a moment of pause, reflection, or connection
- Hundreds of books circulated: in our community library, books do not sit still, they travel between the hands of those who read them
- Dozens of events hosted: tastings, reading circles, game afternoons, themed gatherings
- Visitors from over 30 countries: our location in Foz do Iguacu, at the Triple Border, brings us guests from around the world
- A team that grew and specialized: from two to a full team of professionals passionate about coffee
What We Learned
Community Is Greater Than Product
Specialty coffee is extraordinary, but we discovered that what truly builds loyalty and transforms customers into a community is the sense of belonging. People return for the coffee, but they stay for the atmosphere, the conversations, the feeling of being in a place that welcomes them as they are.
Consistency Beats Trends
In three years, we have seen trends emerge and disappear in the coffee world. What prevails is consistency: maintaining coffee quality day after day, treating every customer with genuine attention, and staying true to the values on which we were founded.
Education Creates Value
Every time we explain what makes a coffee special, how altitude affects flavor, or why grind size matters, we are not just selling a drink. We are creating more conscious consumers who value the work from farm to cup. This education is what gives meaning to the name Consciencia, which translates to “awareness” or “consciousness” in Portuguese.
Location Matters
Foz do Iguacu is a unique city. The presence of visitors from dozens of countries creates a cosmopolitan atmosphere that enriches any business willing to embrace this diversity. At the same time, the local community is the foundation that sustains everything. Balancing these two audiences is a constant challenge, but it is also what makes Consciencia special.
Mistakes Are Part of the Journey
Not everything worked. We tested products that did not resonate, hosted events with low attendance, and pursued strategies that did not deliver results. Every mistake taught us something. The ability to adjust quickly, listen to customer feedback, and not be afraid to change direction is fundamental for any business, especially in its early years.
Vision for the Future
The coming years bring ambitious plans, grounded in everything we have learned so far:
- B2B expansion: bringing specialty coffee to more businesses, offices, and hotels in the region, with team training and proper equipment
- Digital strengthening: expanding our online presence with educational content, an online store, and a digital community
- New experience formats: immersive workshops, themed pairings, and partnerships with producers for farm visits
- Deeper producer relationships: complete traceability from bean to cup, and development of exclusive micro-lots
- Social impact: expanding the community library program and creating coffee training initiatives for young people in the region
Thank You
Three years are just the beginning, but they are already enough to confirm that the bet was worth it. With every customer who walks in for the first time and smiles upon tasting a fruity coffee, with every conversation that blossoms between strangers over a book, with every barista who discovers a passion for the craft, Consciencia renews itself.
None of this would be possible without you. Every visit, every recommendation, every coffee shared with someone dear is part of this story.
Visit Consciencia Cafe and celebrate with us. Whether you are a local or a traveler exploring Iguazu Falls and the Triple Border, our doors are open. The next three years promise to be even better, and we want you to be part of this journey.