Controlled origin – a term that identifies a system of management, regulation, organization, control, protection and promotion of brands in the territory of coffee producing regions – is the subject of Minas Coffee Origins, promoted by Sebrae Minas, on November 16th, during the International Coffee Week (SIC), in Belo Horizonte. The meeting will bring together experts and rural producers to discuss market perspectives, behavior and consumption trends, and the appreciation of controlled origins, which have a brand strategy for the demarcated territory.
With the theme “Minas Coffee Origins – The movement of controlled origins, new market opportunities and the collective impact on coffee farming”, the event takes place on the first day of SIC, starting at 17 pm. The meeting is part of Sebrae Minas' actions that are betting on a different way of looking at the future of coffee farming, as controlled origin becomes an opportunity and a powerful movement for innovation, generation of shared value and real sustainability for producing regions.
“We will discuss concepts, highlighting the importance of understanding the trends that will guide coffee-related businesses in the coming years, such as transparency around relationships throughout the production chain, sustainability in the processes of production, industrialization and commercialization of coffee and of the verifiable impact of coffee farming. Producers, consumers, society as a whole benefit from these gains and achievements”, says the manager of the Agribusiness Unit at Sebrae Minas, Priscilla Lins.
In Minas Gerais, the largest coffee producing state in the country, there are currently five structured regions with controlled origins: Cerrado Mineiro, Matas de Minas, Mantiqueira de Minas and Campo das Vertentes. The Chapada de Minas and Volcânica regions achieved Collective Trademark registration.
To receive certification of controlled origin, the region must present: area demarcation, active governance, protection, controlled production, high quality, traceability and collective impact. “Among the advantages is the appreciation for the consumer when they see that there is real sustainability surrounding the product, which better remunerates coffee producers, with new pricing mechanisms and environmental protection”, explains Priscilla Lins.
In addition to Minas Coffee Origins, Sebrae Minas will hold on November 17th, at 10 am, the panel “10 years of Coffee Producing Origins in Brazil”, which presents the evolution and gains of certified coffee producing regions in the country. Immediately afterwards, at 13pm, the panel “New coffee producing origins in Minas Gerais – New Opportunities” will take place, which discusses the challenges and possibilities for Volcanic, Southwest Minas Gerais and Canastra coffees.
Service
International Coffee Week 2022
Where: Expominas (MG) - Av. Amazonas, 6.200, Belo Horizonte
Information: www.semanainternacionaldocafe.com.br
Highlights
16 November
17pm – Minas Coffee Origin
17 November
10am - 10 years of Coffee Producing Origins in Brazil
13pm - New coffee producing origins in Minas Gerais – New opportunities
Receive the latest agriculture news by email
Receive the latest agriculture news by email
7th Wheat Meeting, held by Sindustrigo, promoted broad debate on the economic scenario of the sector, as well as trends, innovations and the role of the consumer market
Up to 30 vacancies are offered in the following areas: “Biology in Agriculture and the Environment”, “Nuclear Energy in Agriculture and the Environment” and “Chemistry in Agriculture and the Environment”
