PATROCINIO, Brazil – The Cerrado Mineiro Region, the first coffee-growing area in Brazil to achieve Designation of Origin (DO) status, has successfully wrapped up its Road Show in Italy. The tour culminated with a high-profile event at the Brazilian Embassy in Rome, located in the historic Piazza Navona, a building that dates back to 1644 and was acquired by the Brazilian government in 1964.
This closing event saw a qualified audience of 75 attendees, including importers, roasters, influencers, journalists, and representatives from governments and institutions. The guest list included Andrea Illy, Chairman of Illycaffè; Alessandro Bucci, Director of Procurement at Illycaffè; Vanusia Nogueira, Director of the International Coffee Organization (ICO), and Renato Mosca, the Brazilian Ambassador to Rome.
During his remarks, Andrea Illy emphasized the long-standing partnership with the Cerrado Mineiro Region, which spans over 33 years. He expressed deep gratitude for this relationship, noting how Illycaffè views Cerrado Mineiro as a highly structured, professional region equipped with advanced technology and sustainability to meet global demand.
“The Cerrado Mineiro Region has been a pioneer, particularly in regenerative agriculture, which is currently the flagship focus of Illycaffè. We believe in the region’s potential as a leading origin and its forward-thinking approach to preparing its properties for the future of coffee production,” Illy said during the event.
Adding to Illycaffè’s legacy, the company has been a pioneer in improving coffee production quality worldwide. This history is intertwined with Cerrado Mineiro’s success through the Illy Prize, which confirms the value of the best coffee beans and fosters innovation. As a leader in sustainability within the global coffee industry, Illy promotes regenerative agriculture practices and delivers this message intelligently to consumers. With the launch of Arabica Selection Brasile Cerrado Mineiro in over 60 countries, Illy continues highlighting Cerrado Mineiro’s premium status globally.
The Road Show promoted the culture, quality, sustainability, and Denomination of Origin of the Cerrado Mineiro Region to this prestigious audience. It marked an important step in its internationalization strategy and its efforts to generate demand for origin-certified coffees.
Given its historical and cultural ties to coffee, Italy, a key global coffee market, was strategically selected for this initiative.
Gláucio de Castro, President of the Cerrado Coffee Growers Federation, reflected on the tour’s success: “Italy’s coffee culture aligns closely with our values of quality and authenticity. The partnerships we’ve developed here are crucial for continuing to deliver value to consumers and reinforcing our commitment to sustainability and origin.”
Cerrado Mineiro Road Show Highlights:
- Milan: Kicked off with public cuppings and industry-focused events with Illycaffè and Cafezal Milano, showcasing regenerative agricultural practices.
- Florence: Hosted by Ditta Artigianale, discussions emphasized the unique terroir and the importance of Cerrado Mineiro’s DO certification.
- Rome: The final event at the Brazilian Embassy brought together influential figures from both Brazil and Italy’s coffee industries to highlight the future of sustainability and controlled-origin coffee.
About Cerrado Mineiro
The Cerrado Mineiro Region, located in northwest Minas Gerais, Brazil, is a pioneering coffee-producing region and the first in the country to achieve Designation of Origin (DO) status in 2013. The region produces over 6 million coffee bags annually, focusing on specialty coffee and sustainable practices, with more than 30,000 hectares certified under regenerative agriculture
