Brazil is revamping its coffee marketing strategy through initiatives led by various industry associations and even the Ministry of Agriculture, aiming to enhance the value of its products in the eyes of overseas buyers.

According to the "O Estado de S. Paulo" newspaper, this move aims to emulate Colombia's achievements over decades in promoting coffee quality and convey the exceptional quality of Brazilian coffee to international markets.

Major industry institutions, including farmer associations, exporters, and producers, are working together to upgrade the brand and have launched a promotional campaign that is being widely disseminated across major media outlets.

The cleverly updated traditional logo of Brazilian coffee now has a more modern feel and is appearing on coffee bags and various products worldwide. Simultaneously, a campaign focusing on Brazilian coffee cultivation techniques is also being rolled out.

The campaign claims that Brazilian coffee is a model of "ESG+T," with "T" representing technology, complementing "ESG" (standing for good Environmental, Social, and Governance practices).

This initiative aims to change the inherent perception international buyers have of Brazilian coffee, which is that Brazil produces high quantity but low quality coffee.

Fabrício Andrade, Chairman of the National Coffee Commission at the National Confederation of Agriculture and Livestock (CNA), stated, "There are many misconceptions about Brazilian coffee globally. This hampers the continuous development of our production chain. Brazil excels in many product areas even above competitors. However, our coffee prices are lower. To change this perception, we need marketing. Therefore, we decided to make this statement now as the first step in a broader marketing strategy."

Institutions involved in this strategy include the Brazilian Coffee Industry Association (ABIC), the Brazilian Instant Coffee Industry Association (ABICS), the Brazilian Specialty Coffee Association (BSCA), the National Coffee Commission under the National Confederation of Agriculture and Livestock, the Brazilian Coffee Exporters Council (Cecafé), the National Coffee Council (CNC), and the Ministry of Agriculture, Livestock, and Supply (MAPA).

While Brazil has been traditionally seen as a producer of low-value commodity coffee, it now boasts high-quality specialty coffee beans and competes in the gourmet coffee market, challenging traditional coffee-producing countries like Colombia and Ethiopia that are more esteemed.

However, Brazil still struggles to be considered on par with Colombia or Ethiopia in terms of coffee bean production value, partly due to communication issues. Colombia has spent decades building its image of high-quality and prestigious coffee, making it a benchmark for coffee in the United States and Europe, while Brazil is still largely perceived by most global consumers as a producer of inferior coffee.