PATROCÍNIO, Brazil – Expocacer – Cooperative of Cerrado Coffee Growers, renowned for its pioneering work in producing high-quality coffees, celebrates its 30th anniversary and announces its new brand, with a focus on expanding its activities in sustainable and specialty coffees to meet growing global demand.
Expocacer celebrates its 30th anniversary
The avant-garde cooperative, which anticipates annual double-digit growth in specialty and regenerative coffees, aims to make its producers the most innovative and sustainable players in the coffee world through the development and sharing of new sustainable practices, investments in education programs, and training for its members.
“Sustainability involves not only the environment but also the preservation of our business, our families, and the society we live in. As pioneers in areas like regenerative and organic coffee farming, we are leading new agricultural practices and sharing our innovations with our cooperative members for the environmental and social sustainability of our region,” says Fernando Beloni, President of Expocacer.
Expocacer also reveals that its new identity aims to inspire, foster, and nurture a cutting-edge coffee impact culture.
With a focus on the cooperative’s future, Simão Pedro de Lima, Superintendent Director of Expocacer, says: “With an eye on the development of environmentally intelligent coffee farming, we believe the future of coffee is being driven by a growing demand for purpose-driven and quality coffee. Combined with real sustainability and transparency in relationships within the production chain, we want to be leaders in this fascinating movement, collaborating on regenerative ideas and transparent dialogue.”
Expocacer is firmly committed to leading coffee producers in the region towards global innovation and sustainability, further strengthening its reputation as a visionary and transparent entity.
Another significant moment at the event was the signing of a Letter of Intent with the State Institute of Historical and Artistic Heritage of Minas Gerais (IEPHA/MG).
The document reaffirms Expocacer’s commitment to cooperating with the coffee culture of the state, promoting the strengthening of Minas Gerais’ gastronomy, and contributing to elevating Minas Gerais coffee, the Minas way of making coffee, to the status of Cultural Heritage of Minas and Brazil.
The act was formalized by Fernando Nogues Beloni, President of Expocacer, Simão Pedro de Lima, Superintendent Director of Expocacer, and Marília Palhares, President of IEPHA/MG.
Rebranding reflecting an internal cultural transformation
Expocacer has outlined a bold vision for the future and presented an authentic renewal of its visual identity during its 30th-anniversary celebration. As part of this celebration, Expocacer’s rebranding symbolizes a cultural transformation and a renewed commitment to coffee producers.
Raquel Lazzarin, Director of Human and Organizational Development, states: “More than just a cooperative, we are producers, collaborators, partners, and consumers, aiming to inspire change and the progressive expansion of value in every decision, generating positive impact and establishing our commitment to the future of coffee farming.”
The brand, formerly known as Expocaccer, now becomes Expocacer, emphasizing the name’s readability as explained by the cooperative’s Superintendent Director, Simão Pedro de Lima. “With the aim of enhancing readability and sonority for the market and the digital environment, the name underwent a reformulation. Thus, one ‘C’ was removed, resulting in Expocacer. This change simplified the name while preserving its essence and connection to the original idea: coffee farming in Cerrado Mineiro.”
Leading the vanguard of innovation and sustainability
Expocacer plays a vital role in the governance of the Cerrado Mineiro region, with a Designation of Origin recognized for its innovative character. Ricardo Bartholo, a member of the cooperative’s Administrative Council and a producer, emphasizes: “The world is craving new practices and innovations. Our mission is to lead this vanguard, with a culture rooted in technology, regeneration, and equity.” Bartholo adds, “I believe that in the next 15 years, the Cerrado Mineiro region will undergo a transformation with double-digit growth in regenerative coffee production.”
About Expocacer
Expocacer is a genuinely Cerrado Mineiro cooperative, located in the world’s largest coffee-producing municipality, with offices in Patrocínio and Patos de Minas, MG. Since 1993, it has valued the coffees from the first region in Brazil with a Designation of Origin, ensuring their unique characteristics in terms of both quality and production methods.
Its competencies include receiving, storing, preparing, marketing, and exporting excellent coffees. With the aim of promoting its members’ coffees, Expocacer sells more than 1 million sacks annually, representing the finest coffees from the Cerrado Mineiro region, which are sent to more than 30 countries on five continents.
Expocacer maintains its uniqueness with a dedicated unit for specialty coffees, introducing a high-quality standard with equipment dedicated to micro-lots and nano-lots, unique in the Cerrado Mineiro. This endeavor becomes a gift from Expocacer to local coffee producers, already recognized for the remarkable coffees they present to Brazil and the world.
