Coffee: Brazil’s revenue is low compared to the volume produced, says Abic.

The search for greater profitability and commercial efficiency in the coffee export chain was addressed this Wednesday, the 20th, the second day of the XXV International Coffee Seminar. Hosted in Santos (SP), the forum brings together business leaders, exporters, and sectoral authorities from the coffee segment. The topic was discussed by the president of the Brazilian Coffee Industry Association (ABIC), Pavel Cardoso. He admitted that the country's share of global revenue is still very low compared to the volume produced. Therefore, the sector's main objective is to increase competitiveness to boost wealth generation in the country. "Brazil holds 40% of the world's coffee production, but we have revenue far below that. Just as an example, in the United States, the revenue per worker in the sector is $155,000. Here, it is less than $3,000. We generate total revenue per employee 53 times lower than the American average," he said. To mitigate this disparity and strengthen the positioning of Brazilian coffee beans abroad, ABIC (Brazilian Coffee Industry Association) structured a series of strategic actions focused on modernizing and promoting the institutional brand "Cafés do Brasil" (Brazilian Coffee). Faced with the historical lack of investment identified by audits of the Federal Court of Accounts (TCU) in Funcafé (Coffee Economy Defense Fund), the entity directed efforts to secure specific promotional funds. The main initiative consisted of completely transforming the brand's visual identity. "We identified the need to promote the image. We saw the need to redesign the brand, which was from the 1980s and no longer resonated with the world. The new brand serves as a foundation for the next steps we will take," explained [the spokesperson]. As part of this aggressive dissemination effort, the redesigned brand was sponsored on high-visibility global platforms, including the São Paulo Formula 1 Grand Prix at Interlagos, exposing the product to an audience of 500 million viewers. 

This text was translated by machine from Brazilian Portuguese.