{"id":33704,"date":"2025-10-31T14:45:54","date_gmt":"2025-10-31T17:45:54","guid":{"rendered":"https:\/\/www.cecafe.com.br\/?p=33704"},"modified":"2025-10-31T14:45:54","modified_gmt":"2025-10-31T17:45:54","slug":"brand-repositioning-cafesdobrasil","status":"publish","type":"post","link":"https:\/\/www.cecafe.com.br\/en\/publications\/news\/brand-repositioning-cafesdobrasil-20251031\/","title":{"rendered":"Brazil\u2019s Coffee Sector to Announce the Brand Repositioning of \u201cCaf\u00e9s do Brasil\u201d at ICW 2025"},"content":{"rendered":"<p style=\"text-align: center;\"><em>Joint initiative introduces the innovative ESG+T concept, highlighting technology as the driving force of Brazil\u2019s coffee sector, cultivating innovation and harvesting development<\/em><\/p>\n<p>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 \u2018Caf\u00e9s do Brasil\u2019, the institutional brand representing Brazil\u2019s coffee sector, at a press conference on November 5, during International Coffee Week (ICW) at the Expominas Convention Center in Belo Horizonte (MG).<\/p>\n<p>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 (Cecaf\u00e9), the National Coffee Council (CNC), and the Ministry of Agriculture and Livestock (Mapa) \u2014 <a href=\"https:\/\/abics.com.br\/wp-content\/uploads\/2025\/10\/CAFES-DO-BRASIL-REBRANDING-AND-STRATEGIC-REPOSITIONING.pdf\" target=\"_blank\" rel=\"noopener\"><strong>as outlined in the joint public statement released by these organizations<\/strong><\/a>.<\/p>\n<p>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.<\/p>\n<p>\u201cAll stakeholders across Brazil\u2019s 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\u2019s coffee-growing tradition; and strengthening Brazil\u2019s reputation as a supplier recognized for quality, sustainability, and scale,\u201d says Fabr\u00edcio Andrade, President of the National Coffee Commission of the Brazilian Confederation of Agriculture and Livestock (CNA).<\/p>\n<p>Speaking on behalf of the organizations, Andrade adds that the studies highlighted the need to more effectively communicate the Brazilian coffee sector\u2019s ability to generate positive environmental and social impacts. This message is reflected in the strategic concept of adding a \u201cT\u201d \u2014 for Technology \u2014 to the ESG acronym, which the sector will now adopt as ESG+T.<\/p>\n<p>\u201cThe innovative ESG+T concept illustrates how Brazil\u2019s coffee-growing <strong>tradition<\/strong>, through <strong>technology<\/strong>, drives <strong>transformation<\/strong> and continually renews <strong>tradition<\/strong> in an ongoing cycle of impactful practices unfolding daily across the country\u2019s 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,\u201d Andrade adds.<\/p>\n<p>According to Andrade, the strategic repositioning of Brazil\u2019s coffee production chain also led to an update of the \u201cCaf\u00e9s do Brasil\u201d logo, which now allows for easier application across digital media, an essential feature for effective communication campaigns, while preserving the brand\u2019s well-established recognition and ensuring continuity of its concept and identity.<\/p>\n<p>\u201cOur 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,\u201d he concludes.<\/p>\n<p><strong>EVENT DETAILS<br \/>\n<\/strong>Presentation and press conference<br \/>\n\u201cCaf\u00e9s do Brasil\u201d Rebranding and Strategic Repositioning<br \/>\nDate: November 5, 12:20 p.m.<br \/>\nVenue: SIC Arena, International Coffee Week, Belo Horizonte, Minas Gerais, Brazil<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Joint initiative introduces the innovative ESG+T concept, highlighting technology as the driving force of Brazil\u2019s coffee sector, cultivating innovation and harvesting development Brazilian coffee growing is about to enter a new era of global visibility.  [&#8230;]<\/p>\n","protected":false},"author":758,"featured_media":33702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[1355,1356],"class_list":["post-33704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-cafes-do-brasil-en","tag-cafesdobrasil-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brazil\u2019s Coffee Sector to Announce the Brand Repositioning of \u201cCaf\u00e9s do Brasil\u201d at ICW 2025 - Cecaf\u00e9<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cecafe.com.br\/en\/publications\/news\/brand-repositioning-cafesdobrasil-20251031\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brazil\u2019s Coffee Sector to Announce the Brand Repositioning of \u201cCaf\u00e9s do Brasil\u201d at ICW 2025 - Cecaf\u00e9\" \/>\n<meta property=\"og:description\" content=\"Joint initiative introduces the innovative ESG+T concept, highlighting technology as the driving force of Brazil\u2019s coffee sector, cultivating innovation and harvesting development Brazilian coffee growing is about to enter a new era of global visibility. 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