The Cerrado Mineiro region took another step in its strategy of international consolidation as a producer of high-quality coffees. Between April 27th and May 1st, leaders from the coffee sector participated in a technical immersion in Italy and Spain, with an agenda focused on learning about consolidated models of territorial valorization, governance, traceability, and brand positioning in the global market. Held in partnership with Sebrae, the mission brought together representatives from the cooperatives Carmocer, Carpec, Coocacer Araguari, Coopadap, Expocacer, and MonteCCer, as well as the Cerrado Mineiro Development Foundation (Fundaccer) and the Cerrado Coffee Growers Federation. The itinerary began in Sudtirol, in northern Italy, a region recognized for its strong territorial identity and its ability to integrate tradition, culture, productive excellence, and market strategy. During technical visits and meetings with local leaders, the delegation was able to learn firsthand about practices related to designation of origin, traceability, and value creation from the territory. Following this, the group traveled to Rioja, Spain, one of the world's leading references in wine designation of origin. The agenda included a visit to the Rioja Regulatory Council, where participants learned about governance models, origin protection, and territorial valorization applied to highly competitive international markets. “We visited regions like Südtirol in Italy and Rioja in Spain, world references in building strong brands connected to origin, culture, and added value. We sought knowledge and also confirmed that the Cerrado Mineiro region has a solid foundation and global potential. Now, we are moving forward to move beyond being recognized solely as a producing origin and consolidate ourselves as a territory of value, identity, and purpose, strengthening the brand and generating more value for the producer,” says the president of the Cerrado Coffee Growers Federation, Gláucio de Castro. The immersion is part of a strategic movement by the Cerrado Mineiro Region to strengthen its presence in markets that recognize and value attributes such as origin, quality, sustainability, and collective organization. The Cerrado Mineiro region, the first in Brazil to achieve Protected Designation of Origin (PDO) status for its coffee, seeks to adapt international benchmarks to its own reality, enhancing the perceived value of the brand and the coffees produced in the territory. According to Juliano Tarabal, executive director of the Cerrado Coffee Growers Federation, the experience reinforces the importance of collective, long-term development to consistently generate value. “Alongside global benchmarks in territorial identity and PDO, we sought knowledge to strengthen this new phase of our region. More than just visiting established destinations, the experience allowed us to understand how tradition, governance, and organization translate into market value,” he emphasizes. The initiative also reinforces the role of regional governance in building a strong territorial brand. By observing already established European models, the Cerrado Mineiro region deepens its vision on how to protect its origin, strengthen its collective reputation, and increase its competitiveness in the international market for coffees with controlled origins.
About the Cerrado Mineiro Region
The Cerrado Mineiro region, the first Protected Designation of Origin (PDO) for coffee recognized in Brazil, encompasses 55 municipalities, approximately 250,000 hectares of cultivated land, 100,000 of which are irrigated, and accounts for approximately 6 million bags per harvest—equivalent to 25.4% of Minas Gerais' production and 12.7% of national production. The region brings together 4,500 certified producers and is a global benchmark in traceability, governance, and sustainability.
This text was translated by machine from Brazilian Portuguese.