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The Cerrado Mineiro Region, recognized for its excellence in the production of controlled-origin coffees, reached a significant milestone in 2024 by registering a significant growth of 160% in the number of bags certified with the Denomination of Origin (DO) seal. The volume jumped from 115 bags in 2023 to approximately 300.500 bags this year. The performance reinforces the strategic role of the Region as a global reference in quality and traceability in the controlled-origin coffee market and reflects the success of the new policies implemented to strengthen the authenticity of the bean.
According to Juliano Tarabal, executive director of the Federation of Coffee Growers of Cerrado, this progress is the result of a series of strategic and innovative measures adopted to increase control over the origin and traceability of coffees from the region, improve the certification process and promote the brand of the Cerrado Mineiro Region.
"Among the changes are the feasibility of bica corrida coffee certification in cooperatives, the implementation of standards that ensure the certification of all coffees with a score above 80 points, and the continuity of traceability in warehouses outside the demarcated area of the region. In addition, the automatic sending of the certificate and quality report to buyers was instituted, increasing transparency and confidence in the product, meeting the demands of global markets. We are very happy with this result, which demonstrates that the new DO policy is achieving its objective of delivering a differentiated product. We remain committed to being an example of innovation to generate value in the global market, positioning Brazil as a supplier of high-quality coffees, capable of meeting the most demanding demands in the world", he comments.
The Cerrado Mineiro region currently has a very well-structured chain of custody, comprising 6 cooperatives, 6 exporters and 7 accredited warehouses, which means that most of the region's production can have its origin controlled and traced by accredited members of the Cerrado Coffee Growers Federation. The cooperatives include Carmocer, Carpec, Coopadap, Coocacer, Expocacer and Montecer, and the exporters include Cafebras, Nutrade, Dreyfus, Sucafina, NKG Stockler and Volcafe.
According to Gláucio de Castro, president of the Federation of Coffee Growers of Cerrado, the implementation of the new RCM Denomination of Origin policy began in 2024. This change opened up opportunities for all accredited cooperatives and warehouses in the system to seal their coffees and identify the product from the region. “It was the best alternative found to increase the visibility of the quality coffee produced in the Cerrado Mineiro Region and the work that our producers do,” explains Gláucio.
The "The truth is traceable" campaign also played a crucial role in this growth. The initiative aims to raise awareness throughout the production chain and among consumers about the importance of purchasing products with the RCM Seal of Origin and Quality, combating the misuse of the "Cerrado Mineiro" designation and reinforcing the authenticity of the region's coffees.
Between January and early December 2024, coffees certified by the Denomination of Origin of the Cerrado Mineiro Region (RCM) were mainly destined for countries on the European continent, such as Poland, Greece, Sweden, Spain, Germany and Italy. Outside Europe, the United States stood out as one of the largest buyers of RCM coffees throughout the year. On the Asian continent, South Korea was the main destination, driven by the growth in the consumption of specialty coffees in the country, which is experiencing a period of expansion in the number of coffee shops.
In the roasted coffee segment, the partnership between the Cerrado Mineiro Region and the Italian roasting company illy caffè stands out. Since October 2023, illy has been selling a line of roasted coffee (ground and whole beans) that brings the name and brand of the Cerrado Mineiro Region to consumers around the world, in addition to a regenerative agriculture seal on the packaging. This initiative recognizes and values the authenticity and sustainability of the coffee produced in the RCM, where the region is a global reference in coffee farming.
Ana Cecília Velloso, a coffee grower and ambassador for the RCM Designation of Origin, exported coffees with the seal of origin to Canada and Italy in the last harvest and highlights the importance of this work. “For Fazenda São Luiz Estate Coffee, communicating our origin to the world and helping the market recognize the value of controlled origin are priorities."
"The achievement of the certification of origin goal by the Carmocer cooperative, with coffees scored above 80 points, reinforces the commitment to valuing the Cerrado Mineiro region, the products of the cooperative members and the brand, strengthening intercooperation", highlights Cleber Ribeiro, president of Carmocer.
Lucas Sanches, coffee origination manager at Louis Dreyfus Company (LDC) in Brazil, is optimistic about the new DO Cerrado Mineiro Seal process. “In addition to strengthening the Denomination of Origin of Cerrado Mineiro coffee and, consequently, the credibility of Brazilian coffee in the world, the seal is in line with our sustainability strategy for the Coffee business and with our commitment to be a trusted partner in delivering responsible coffee to our customers.”
The Cerrado Mineiro region encompasses 55 municipalities and a cultivated area of approximately 234 thousand hectares, producing an average of six million 60 kg bags per year. Around 70% of this production is destined for export, with the main markets being Europe, the United States and Asia. The Cerrado Mineiro brand is present in more than 50 countries, consolidating itself as a "one stop shop" for high quality coffee in Brazil.
With exceptional climate conditions and altitudes ranging from 800 to 1.300 meters, the region offers a unique terroir that results in beans with notes of caramel, chocolate, nuts and a balanced citric acidity, also provided by the excellence in the production process. Since 2013, the Seal of Origin and Quality certifies that the commercialized lot has the Origin and Quality certification of the Cerrado Mineiro Region, in accordance with the requirements established in the production process. Through a QR Code present in the lots, buyers can access detailed information about the production, such as the history of the producer, characteristics of the drink and even the geolocation of the property.
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