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Brazilian agricultural cooperatives have seen an unprecedented growth in production in the last decade which has led to several different product diversification strategies. Almost all studies in Brazil focus on the financial outcome of these strategies but few empirical studies have addressed them properly. Even fewer researches have dealt with the causes and possible strategies for the diversification of such cooperatives and their impact on their strategic planning. Hence, this paper aims at comprehending the different strategies in operations management for production diversification in coffee-producing cooperatives in south-eastern Brazil. This was done through a multi-case analysis comprising 6 coffee-producing cooperatives. The research analysed both verbal (through interviews) and non-verbal (multi-criteria decision analysis) responses to the causes of their diversification behaviours. It was possible to find out that most of the cooperatives’ rationale for diversifying is their pre-emptive response to financial crisis followed by increasing the number of associates as a strategy to overcome this economic struggle.
