Market Diversification and International Competitiveness of South American Coffee: A Comparative Analysis for Export Sustainability

South American coffee producers face growing challenges due to external trade dependencies and climate-induced disruptions. This study investigates the role of export market diversification as a sustainability strategy for four major regional exporters of roasted non-decaffeinated coffee: Brazil, Colombia, Peru, and Ecuador. A quantitative and comparative methodology was applied over a ten-year period using the Herfindahl–Hirschman Index (HHI) to evaluate export market concentration and the Revealed Comparative Advantage (RCA) Index—including its normalized variant—to assess international competitiveness by destination. The results reveal substantial disparities: Brazil and Colombia exhibit moderate to high diversification and relative competitiveness in select markets, while Peru and Ecuador remain dependent on a few strategic buyers, with limited or declining comparative advantages. The findings emphasize that sustained export performance in the coffee sector requires not only a broader destination portfolio but also improved positioning through trade agreements, infrastructure development, and climate-resilient innovation. This study concludes with a strategic proposal based on three pillars—commercial, logistical, and technological—to support structural transformation and enhance the long-term sustainability of the coffee trade in South America.