Cerrado Mineiro region promotes coffee with Denomination of Origin seal in Italy

The Federation of Coffee Growers of Cerrado will hold, between October 1st and 8th, a road show to promote the Denomination of Origin (DO) seal of the Cerrado Mineiro Region (RCM) in three important Italian cities: Milan, Florence and Rome.

The initiative is part of the “The Truth is Traceable” campaign, which seeks to highlight the authenticity and traceability of coffee produced in the region. The action has the support of the cooperatives of the Carmocer, Carpec, Coocacer Araguari, Coopadap, Expocacer and MonteCCer system, in addition to seven associations: ACA, Acarpa, Amoca, Appcer, Assocafé, Assogotardo and GRE Café – Araxá Region.

Represented by its president, Gláucio de Castro, the executive director, Juliano Tarabal, and the DO coordinator, Tiago Furlaneto, the delegation will also include the participation of producers, representatives of cooperatives and Sebrae. The objective is to present the DO certification process to Italian companies involved in the industrialization, import and commercialization of coffee, strengthening the presence of the Cerrado Mineiro brand in the European market.

Strategic focus on Italy

The choice of Italy to host the road show is no coincidence. The country is one of the largest importers of Brazilian coffee, especially from Cerrado Mineiro, and also one of the main consumers of products with Designation of Origin, a factor that adds value to the region's coffee. "We want to show Italians what makes coffee from Cerrado Mineiro unique: its traceability and authenticity," says the president of the Federation of Coffee Growers of Cerrado, Gláucio de Castro.

The tour kicks off on October 1st in Milan, in a symbolic event to celebrate International Coffee Day. illycaffè, one of the largest coffee companies in Italy, will hold a special activation in one of the city’s most famous metro stations, highlighting coffee from Cerrado Mineiro with the seal of origin and the practice of regenerative agriculture. On the same day, there will be a coffee tasting (cupping) at the Cafezal Specialty Coffee café, offering Italian consumers a sensory experience with the region’s authentic coffee. The following day, another event will be held at the same café, this time for buyers. 

The program continues in Florence on October 3rd, with an event for roasters at the Ditta Artigianale coffee shop and ends in Rome on the 8th, with a meeting at the Brazilian Embassy focused on the roasting industry, with the participation of Vanusia Nogueira, executive director of the International Coffee Organization (ICO) and Andrea Illy, president of illycaffè.

Internationalization strategy

The RCM brand's internationalization campaign aims to increase demand for coffees with Designation of Origin, promoting not only the product, but also the producers, cooperatives and other players involved in the RCM system. Traceability, the main distinguishing feature of Cerrado Mineiro coffee, is a guarantee of origin that meets the expectations of European consumers, who are increasingly concerned about the sustainability and authenticity of the products they consume.

According to Juliano Tarabal, the Federation of Coffee Growers of Cerrado aims to use these actions to increase recognition of the Cerrado Mineiro Designation of Origin in the Italian market and open up new business opportunities for producers in the region. “We have mapped out more than 700 companies worldwide that use the Cerrado Mineiro origin, and the Italian market is one of the main ones. We chose Italy to begin a series of international events, with the aim of detailing how the Designation of Origin (DO) process works, presenting production, standards, benefits, and the characteristics of the terroir, as well as providing information on key figures, accredited cooperatives and warehouses, and the history of the producers. Our expectation is that the road show will generate new business partnerships, further expanding the growth of the RCM brand in the global market,” highlights Juliano Tarabal.