Joint initiative introduces the innovative ESG+T concept, highlighting technology as the driving force of Brazil’s coffee sector, cultivating innovation and harvesting development

Brazilian coffee growing is about to enter a new era of global visibility. The Brazilian coffee production chain, represented by private-sector organizations and the federal government, will present the rebranding and strategic repositioning of ‘Cafés do Brasil’, the institutional brand representing Brazil’s coffee sector, at a press conference on November 5, during International Coffee Week (ICW) at the Expominas Convention Center in Belo Horizonte (MG).

The initiative is a joint effort by the Brazilian Coffee Industry Association (ABIC), the Brazilian Instant Coffee Industry Association (ABICS), the Brazilian Specialty Coffee Association (BSCA), the National Coffee Commission of the Brazilian Confederation of Agriculture and Livestock (CNA), the Brazilian Coffee Exporters Council (Cecafé), the National Coffee Council (CNC), and the Ministry of Agriculture and Livestock (Mapa) — as outlined in the joint public statement released by these organizations.

Throughout the year, the project has included research and diagnostic studies, interviews with internal and external stakeholders, competitive benchmarking, and a brand perception analysis conducted by Design Bridge and Partners, the agency commissioned to lead the rebranding process.

“All stakeholders across Brazil’s coffee production chain were consulted to better understand their aspirations, needs, and challenges. Based on these findings, we developed a sector-wide repositioning strategy guided by three principles: setting Brazil apart from other coffee-producing countries; aligning with the nation’s coffee-growing tradition; and strengthening Brazil’s reputation as a supplier recognized for quality, sustainability, and scale,” says Fabrício Andrade, President of the National Coffee Commission of the Brazilian Confederation of Agriculture and Livestock (CNA).

Speaking on behalf of the organizations, Andrade adds that the studies highlighted the need to more effectively communicate the Brazilian coffee sector’s ability to generate positive environmental and social impacts. This message is reflected in the strategic concept of adding a “T” — for Technology — to the ESG acronym, which the sector will now adopt as ESG+T.

“The innovative ESG+T concept illustrates how Brazil’s coffee-growing tradition, through technology, drives transformation and continually renews tradition in an ongoing cycle of impactful practices unfolding daily across the country’s diverse coffee-growing regions. These practices promote social inclusion, fair labor conditions, improvements in the Human Development Index (HDI), and the active protection of local biomes. In short, technology is our driving force to cultivate innovation and harvest development,” Andrade adds.

According to Andrade, the strategic repositioning of Brazil’s coffee production chain also led to an update of the “Cafés do Brasil” logo, which now allows for easier application across digital media, an essential feature for effective communication campaigns, while preserving the brand’s well-established recognition and ensuring continuity of its concept and identity.

“Our institutional brand has been subtly refined to modernize and reinterpret its legacy for the present and future. It will now reflect trust, convenience, ethics, authenticity, inspiration, and diversity, a combination that strengthens its credibility as a broad communication platform engaging society, business partners, and consumers, while celebrating the richness of cultures, people, and flavors that define Brazilian coffee growing,” he concludes.

EVENT DETAILS
Presentation and press conference
“Cafés do Brasil” Rebranding and Strategic Repositioning
Date: November 5, 12:20 p.m.
Venue: SIC Arena, International Coffee Week, Belo Horizonte, Minas Gerais, Brazil