The “Cafés do Brasil” brand made a notable appearance at the Formula 1 Grand Prix in São Paulo, held at the Interlagos Circuit. This initiative marks the first action in a strategic campaign aimed at enhancing Brazil’s coffee image among international markets and foreign tourists. The campaign is coordinated by Apex-Brasil and the Coffee Policy Deliberative Council (CDPC), backed by a fund of approximately R$ 4.5 million.
Despite the global recognition of Brazilian coffee’s high quality, producers have long expressed concerns about its market positioning and pricing. The sector has pushed cooperatives and industry entities to seek innovative promotional strategies to secure fairer compensation that aligns with Brazil’s reputation as one of the world’s top coffee producers.
The recent price surge, largely due to reduced output in other coffee-producing regions, has spurred Brazilian producers to explore new export opportunities. To capitalize on this momentum, coffee industry entities, with financial support from the Safra Plan funds, collaborated on this promotional initiative, which was pre-approved by the CDPC.
The funding, allocated primarily for high-profile events like F1, has set the stage for further promotional activities expected to roll out in early 2025. This partnership includes the Brazilian Coffee Industry Association (ABIC), the National Coffee Council (CNC), the Brazilian Agriculture and Livestock Confederation (CNA), the Brazilian Coffee Exporters Council (Cecafé), the Brazilian Soluble Coffee Industry Association (ABICS), and the Brazilian Specialty Coffee Association (BSCA).
ABIC President Pavel Cardoso, who attended the F1 event, expressed enthusiasm for the campaign, emphasizing the need to reinforce the global image of Brazilian coffee. “Our coffee is the best in the world, and we need to position it as such,” he said, highlighting goals to promote roasted coffee and increase awareness of its quality, sustainability, and traceability.
During the event, the “Cafés do Brasil” logo was featured prominently, even in a virtual installation honoring Ayrton Senna’s legacy. This presence reached an audience estimated at 445 million people, making it one of the top three global viewership events.
While immediate sales impacts are not anticipated, the organizers expect this initial exposure to support a gradual increase in international interest and brand recognition. The “Cafés do Brasil” mark, introduced by the Brazilian government in 1982, identifies various Brazilian coffee types, though until now it had not been significantly promoted with dedicated marketing investments, the entities confirmed.
