Cerrado Mineiro coffee region launches brand strategy at World of Coffee Brussels

The Cerrado Mineiro coffee region of Brazil chose the World of Coffee fair in Brussels, Belgium (June 26‑28) to unveil its new international brand strategy. The region, the first Brazilian coffee Denomination of Origin, displayed coffees from the 2026/2027 harvest at its own stand, aiming to strengthen its global presence and showcase its certified, traceable, and sustainable production model.

The new positioning emphasizes regeneration, origin and long‑term value creation for future generations. Executive director Juliano Tarabal said, "A Região do Cerrado Mineiro apresenta ao mercado internacional uma nova visão de futuro para o café. Cada xícara carrega pessoas, paisagens, histórias, propósito e um compromisso real com a construção de um futuro regenerativo para a cafeicultura." The strategy highlights attributes such as regenerative practices, cultural heritage, landscape, innovation and sustainability, linking producers, cooperatives, exporters and consumers around a common purpose.