ApexBrasil and BSCA sign a new partnership to promote Brazilian coffee abroad

News published on the ApexBrasil website

New partnership to promote Brazilian coffee abroad

In a remarkable event, held in the city of Varginha, south of Minas Gerais, the Brazilian Trade and Investment Promotion Agency (ApexBrasil) and the Brazilian Specialty Coffee Association (BSCA) signed a new Sectorial Project. The main objective of the partnership is to promote Brazilian coffees on the global stage.

This agreement brings several innovations; among them, special attention to the Robusta variety, quality and sustainability certifications, and a special focus on coffees produced by women. As a highlight, there will be a pioneering action to train female graders.

The signing ceremony was attended by prominent personalities from the coffee sector, including Henrique Cambraia, president of BSCA; Marcio Ferreira, president of Cecafe; in addition to representatives from CNA, ABIC, SENAI, Procafé Foundation, Coopfam, Abics and CNC.

Jorge Viana, president of ApexBrasil, who was present and took advantage of the occasion to visit farms and coffee industries in the region, emphasized the importance of collaboration: "It is a historic partnership with BSCA and specialty coffees. We are here renewing the agreement, bringing innovations , supporting the female presence in coffee growing and working with small producers and cooperatives, not forgetting those who have been in the market for a long time."

The agreement, which lasts for two years, aims to expand coffee exports, attracting buyers, holding competitions and participating in international fairs.

Viana also highlighted the need to join forces to strengthen a “Café Brasil” brand on the international scene: “Although Brazil is one of the largest coffee producers in the world, there is still a long way to go to gain global recognition. We need a strong brand for this, especially in markets like Europe, Asia and the United States”, he said.

Finally, the Apex president reiterated that renowned coffee shops around the world should recognize Brazilian coffee as one of the best and adequately represent it, highlighting its strength and quality.

The president of BSCA, Henrique Cambraia, thanked the partnership and said: “BSCA is very proud of this partnership with ApexBrasil. This project is also the renewal of our faith in the production and export of the extraordinary coffees that we have in Brazil", and continued: "We need to promote the specialty coffees of Brazil, and the world needs to pay for these coffees. Brazil has done a fantastic job and now it needs to add value to that, strengthening the image of Brazilian coffee for the world consumer. With the support of ApexBrasil, I have faith that we are going to experience a new moment for coffee in Brazil”.

Source: ApexBrasil