Quality & Governance
How Brazil helped define Coffee quality.
“Cafés do Brasil” brand.
The new brand identity was developed collaboratively by key national entities, including the Confederação da Agricultura e Pecuária do Brasil (CNA), Associação Brasileira da Indústria de Café (ABIC), Associação Brasileira de Cafés Especiais (BSCA), exporters’ councils, and Brazil’s Ministry of Agriculture.
The project was based on market diagnostics, consumer research, competitive analysis, and studies of Brazil’s coffee image attributes. The new symbol—now present on packaging and export sacks worldwide—marks a new phase of sector communication, centered on sustainability, innovation, and technology as strategic pillars of Brazilian coffee growing.
According to Fabrício Andrade, president of CNA’s National Coffee Commission, the repositioning process was built through active listening across all segments of the value chain, aiming to understand shared challenges, aspirations, and market demands. The initiative seeks to clearly differentiate Brazil from other producing countries while reinforcing its credibility as a global supplier of quality coffee produced with scale, sustainability, and responsibility.
Research highlighted the need to strengthen communication around Brazil’s ability to generate positive environmental and social impacts through a contemporary and authentic narrative. As a result, the new strategy expands the traditional ESG framework by adding Technology, introducing the concept of ESG+T, which positions innovation as a driving force for sector development.
The concept emphasizes how Brazilian coffee tradition, supported by technology, enables continuous transformation—promoting social inclusion, fair labor practices, improvements in human development indicators, and active protection of diverse producing-region biomes.
Overall, the renewed “Cafés do Brasil” brand now conveys values such as trust, authenticity, ethics, inspiration, and diversity, while honoring Brazil’s historical legacy and celebrating the cultural and regional richness of its coffee production—modernizing its identity for both present and future global audiences.
Brazil Becomes the First Origin to Receive the New SCA Protocol, the Q-Instructor.
The Brazilian Specialty Coffee Association (BSCA) once again makes history by hosting the instructor training for the new Q-Grader model of the Specialty Coffee Association (SCA), led by Technical Director Dr. Mario Fernández.
Brazil is the first producing origin in the world to implement this update, placing the country at the forefront of the development of the new system — the Q-Instructor.
Amazonian Robusta coffees in global markets.
Exporta Mais Brasil, promoted by ApexBrasil in Cacoal (Rondônia), strengthened collaboration between Brazilian coffee producers and international buyers through an immersive experience in the Amazon. By bringing together 20 buyers from 11 countries, the initiative fostered direct relationships, encouraged knowledge exchange, and supported the collective goal of expanding and valuing Amazonian Robusta coffees in global markets.
IWCA Brazil — Women, Coffee, and Change.
IWCA Brazil is the Brazilian chapter of the International Women’s Coffee Alliance (IWCA), a global nonprofit movement dedicated to connecting, empowering, and giving visibility to women across the entire coffee value chain — from farm to cup.
Operating within one of the world’s most influential coffee-producing countries, IWCA Brazil serves as a platform for leadership, training, and market access, aligned with the spirit of Women, Coffee, and Change.
What IWCA Is — and Brazil’s Role
Founded to support women in building meaningful and sustainable livelihoods in coffee, IWCA today operates through 30+ locally led national chapters.
In Brazil, this means:
- Community-driven projects tailored to regional realities
- Engagement with producers, cooperatives, roasters, cafés, and coffee professionals
- A focus on real social and economic impact, not just representation
The movement is grounded in a simple principle:
when women gain leadership opportunities and market access, families and communities thrive.
Key Focus Areas
IWCA Brazil addresses both opportunity and challenge within Brazilian coffee:
Leadership & Empowerment
Developing female leadership and strengthening women’s participation in decision-making spaces.
Quality & Technical Skills
Training in:
- Coffee quality and cupping
- Post-harvest best practices
- Sensory and production skills
Financial Literacy & Market Access
Supporting women in:
- Business and farm management
- Direct trade and commercialization
- Value creation and origin storytelling
Sustainability & Resilience
Addressing sector-wide challenges—such as climate change, price volatility, and supply-chain pressure—while recognizing the disproportionate burden often placed on women.
Values and Partnerships
IWCA is guided by integrity, collaboration, empowerment, and inclusion, with a strong belief that communities hold their own solutions.
Globally, IWCA works alongside institutions such as:
- International Coffee Organization (ICO)
- Specialty Coffee Association (SCA)
- International Labour Organization (ILO)
These partnerships help amplify women’s voices in global coffee dialogue and policy spaces.
Partnership
New agreement establishes CVA as the national protocol for evaluating Brazilian specialty coffees.
Varginha, Brazil | May 8, 2025 — The Brazil Specialty Coffee Association (BSCA) and the Specialty Coffee Association (SCA) have announced a strategic partnership adopting the Coffee Value Assessment (CVA) as the official protocol for evaluating Brazilian specialty coffees.
THE CHAMPIONS
Garam, Boram & Dionatan
World Barista Champion 2023
Boram Um, WBC Champion: “It’s important to change the perception of Brazilian coffee”
The Brazilian is the son of immigrants, and he has worked on his family’s coffee farm, Fazenda Um. He and his brother Garam are also award-winning baristas, and the owners of Um Coffee Co. and Um Coffee Academy in São Paolo, Brazil. Boram has represented Brazil three times at the WBC, placing higher each time he’s appeared. He has also been a Brazilian Brewers Cup champion. This year in Athens, while Boram was competing in the WBC, Garam was competing in the World Brewers Cup representing Brazil. We have stories about Boram and his competition team in the new issue.
“My family background’s South Korean they moved to Brazil a long time ago and my father started producing coffee about 20 years ago. Since we’re not traditional coffee producers in Brazil, we started to innovate, to make new things and I began working with coffee because of the farm.''
World Cup Tasters Champion 2024
Dionatan Almeida grew up playing on coffee farms in Três Pontas, Brazil, ”the world capital of coffee.” Here’s how he grew to become a champion.
The 2024 World Cup Tasters Champion Dionatan Almeida, 29, is the first Brazilian to win the title.
Dionatan hails from Sul de Minas, one of Brazil’s main denominations of origin, and is a fourth-generation coffee producer.
Before arriving in Chicago for his first international trip, Dionatan had only cupped Brazilian coffees, with few exceptions. Still, he finished the final round of the World Cup Tasters Championship, held at the 2024 Specialty Coffee Expo in Chicago, at a winning time of 2 minutes and 19 seconds.
For Dionatan, Três Pontas is truly the center of the universe: His great-grandparents, grandparents, and parents have all been coffee field workers. His father drove tractors, and his mother is a coffee picker—a profession she still practices today. ”I grew up playing in coffee farms,” Dionathan says.
COE History
The Cup of Excellence® ( COE) program was born in 1999 in Brazil.
As one part of a more global coffee project its first funding came from the World Trade Office, The Common Fund for Commodities and the International Coffee Organization. The revolutionary field team included Marcelo Vieira- Brazil Specialty Coffee Association (BSCA), Silvio Leite- Brazil’s quality specialist, Susie Spindler, marketing consultant and then long-time Executive Director, Hidetaka Hayashi-Hayashi Coffee Company- Japan, George Howell-George Howell Coffee Company and Don Holly-Specialty Coffee Association of America.
Coffee of the Year Brazil 2025.
Champions – Arabica Coffee
1st Place
Guilherme Abreu Vieira
Sítio Família Protázio
Espera Feliz, Minas Gerais — Caparaó Region
______________
2nd Place
Douglas Dutra Vieira
Sítio Cordilheiras
Iúna, Espírito Santo — Caparaó Region
______________
3rd Place
Juliana Aparecida Alvarez de Campos
Sítio Nossa Senhora Aparecida
Caconde, São Paulo — Volcanic Region
___________
4th Place
Roberta Queiroz
Sítio Café da Ester
Iúna, Espírito Santo — Caparaó Region
___________
5th Place
Afonso Lacerda
Onofre Specialty Coffees
Dores do Rio Preto, Espírito Santo — Caparaó Region
___________
6th Place
Deneval Miranda Vieira Júnior
Sítio Cordilheiras
Iúna, Espírito Santo — Caparaó Region
___________
7th Place
Francisco Faleiro
Fazenda Pico da Bandeira
Ibitirama, Espírito Santo — Caparaó Region
___________
8th Place
Bianca Gomes Fernandes
Refúgio do Ninho
Domingos Martins, Espírito Santo — Espírito Santo Mountains
___________
9th Place
Ademir Lacerda
Sítio Forquilha do Rio
Dores do Rio Preto, Espírito Santo — Caparaó Region
___________
10th Place
Cedro Fornari
Sítio Refúgio do Cedro
Iúna, Espírito Santo — Caparaó Region
Champions – Canephora Coffee (Conilon / Robusta)
1st Place
Carolinna Bridi Gomes
Fazenda São Bento
Santa Teresa, Espírito Santo — Espírito Santo Mountains
___________
2nd Place
Angélica Alexandrino Nicola
Sítio São Sebastião
Seringueiras, Rondônia — Forests of Rondônia
___________
3rd Place
Luis Carlos da Silva Gomes
Fazenda São Bento
Santa Teresa, Espírito Santo — Espírito Santo Mountains
___________
4th Place
Juliana Monteiro Furie Quadra
Fazenda Água Limpa
Alegre, Espírito Santo — Espírito Santo Conilon Region
___________
5th Place
Flávia Aparecida Lopes Silva
Sítio Recanto da Mata
Santa Rita do Itueto, Minas Gerais — Eastern Minas Highlands
Brazilian Coffee Governance — Key Institutions & Brands
“Coffee is a product of many hands and many hearts. When farmers, cooperatives, researchers, roasters,
traders, baristas and consumers work together, we create opportunities for income, resilience and
environmental stewardship. This year’s campaign calls for practical collaboration that delivers real
benefits along the whole chain. Join us —take part in the challenges and show how, together, coffee can
be a force for good.” Read more
Vanúsia Nogueira
Executive Director - ICO
“The commitment of Cooxupé to sustainability is constant. To this end, we have implemented our own sustainability protocol, ‘Gerações’. Which is inclusive and brings together all our cooperative members, respecting their specific production realities, in addition to many other projects that we develop and seriously support. Our coffee farming is a model when it comes to meeting global demands. And receiving this award, which make us proud”.
Carlos Augusto Rodrigues
President - Cooxupé
“Through social media integration and digital forums, customers can share their coffee experiences, exchange recommendations, and engage with the brand on a more personal level. Whether it's posting a photo of their latte art or participating in a virtual coffee tasting event, customers will share a sense of belonging and camaraderie that transcends the physical coffee shop experience.”
Alexandre, Carlos, and Luis
The founders of "The Coffee
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