There's the big push on behalf of Brazilian coffee growing associations to re-create the image of Brazilian as exquisite and distinctive Specialty-level coffee. And some of it is true Specialty coffee, but the majority is still common, low-grade, low-grown arabica. There just isn't the extreme distinction from cup to cup that distinguishes one regional coffee from another. Attention to good farming and processing techniques has helped, but the coffee is grown at lower altitudes than most Specialty coffee, in non-volcanic soils, in non-forested areas that are sometimes originally grassland.