This paper analyses the current landscape of coffee innovation in Brazil, focusing on the Consórcio de Pesquisa de Café, an arrangement of institutions that centralizes research, financing and technology transfer regarding this commodity. Also, it provides special attention to the situation in the Zona da Mata Mineira, one of Brazil s most important regions when it comes to coffee production. Lastly, it proposes policy shifts that could make coffee innovation more effective and value-creating, with more participation by organizations related to the industrial sector, local wholesaling and exporting companies.