Brazil promotes international actions to value coffee

To strengthen the sustainable and quality image of Brazilian coffee growing in important world markets, the Council of Coffee Exporters of Brazil (Cecafé) will promote a series of actions on International Coffee Day (October 1) in China, Saudi Arabia, in Italy, Australia and the United States. The initiatives include tasting the drink, exhibition and lectures focused on the environmental, social and economic respect of the national coffee activity.

Brazil is the world’s largest producer and exporter of coffee, shipping the product to over 120 countries on all continents. “Traditionally, Brazilian coffee occupies the position of preference in the global market. We produce with high quality and, above all, sustainability and socio-environmental responsibility, thanks to the investment the sector makes in research and technology and the training that class entities, such as Cecafé, provide to producers”, says Marcos Matos, general director of the Council .

To China, Cecafé previously sent coffee samples from various producing regions, which were evaluated by the Mellower Coffee coffee shop chain, which, together with the Brazilian Embassy in Beijing, will be a partner in the “Brazilian Coffee Month” action. With the selection of beans grown in the south of Minas, Chapada Diamantina (BA) and Alta Mogiana (SP), the initiative will present the characteristics of these origins in videos shown in coffee shops and will offer the product to Chinese consumers, with the aim of promoting Brazilian varieties on the local market, which have great potential – national exports to the Asian country grew 390% from 2010 to 2020 – and registered a constant increase in the consumption of the drink, especially among young women.

A similar initiative will be carried out in Saudi Arabia, at the Brazilian Embassy in Riyadh, in partnership with the Brazilian Specialty Coffee Association (BSCA). Although tea is predominant in the local population’s preference, there is an increase in coffee consumption among young people and also in environments frequented by tourists, such as hotels and shopping malls, which has attracted the attention of importers, who bought 74 thousand bags from Brazil between January and August 2021.

In Rome, Italy, the famous Piazza Navona square will be the stage for an exhibition promoted by Cecafé and the Brazilian Embassy, ​​curated by the Coffee Museum, on the development of national coffee, presenting vast material on modern forms of cultivation and sustainable practices of activity, highlighting important aspects for the consumer in the European country, the fourth main destination for exports from Brazil, which, in the first eight months of this year, imported 1.829 million bags. Also highlighted will be the influence of Italian immigrants in the production and their important role in the sophistication of the drink, especially in relation to espresso.

Sustainability also sets the tone for the actions carried out in the United States, which began today, September 30, with a lecture by the CEO of Cecafé at the webinar Celebrating Coffee: The World’s Drink, held by the Consulate General of Brazil in New York in partnership with the US-Brazil Chamber of Commerce. Materials showing responsible production are also on display at the entrance to the Consulate building and in the city’s Botanical Gardens. In addition, drink tasting sessions are held. The US is the main importer of coffee from Brazil and, in 2021, imported 5 million bags until August.

On the 1st, several coffee shops in Sydney, Australia, will serve coffee in customized cups with a QR-Code, developed by Cecafé, which directs you to a page with information about the national product. An article about coffee growing and an interview with Marcos Matos will be published in the main Australian magazine in the sector, BeanScene Magazine. The objective of this action, carried out in conjunction with the Brazilian Embassy in Sydney and BSCA, is to bring to the Australian public, knowledgeable and passionate about the drink, more science about the diversity and sustainability of products from Brazil, which is the main supplier for the whole to Oceania.

According to the director general of Cecafé, in addition to on-site activities, the Council will also publish, on its social networks, videos celebrating the date, which will have translations into English, Spanish, Italian, Japanese, Mandarin, Arabic and Russian. “With the actions of the International Coffee Day, we intend to increase the visibility of sustainability and socio-environmental responsibility of coffees in Brazil, contributing to the maintenance of our participation in traditional markets and the evolution in new and emerging consuming countries”, concludes Matos.

Source: NoticiasAgricolas

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