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Antenna

1 Coffee

Antonio Carlos Santomauro

plantation in Minas Gerais Cerrado...

2 ...cigars from Bahia´s Recôncavo region...

3 ...and Santo Grau cachaça: Brazilian trio

...cigars from the Recôncavo...

Coffee from the Cerrado...

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Always working away quietly, Minas Gerais citizens have guaranteed the state the first Controlled Designation of Origin of a Brazilian coffee: the Minas Gerais Cerrado region. This certification was granted at the end of 2013 by the National Industrial Property Institute (INPI) and guarantees that the brand can only be applied to the coffee grown in the fields and crops of 4,500 producers of 55 municipalities from Alto Paranaíba and Triângulo Mineiro. From the Cerrado to the world: certification will be launched internationally at a trade fair organized at the end of April, in Seattle, by SCAA (Specialty Coffee Association of America). And the Minas Gerais certification will be registered in the large premium coffee markets: the US, the European Union and Japan. The cerrado coffee beans are already cosmopolitan: 70%

To accompany your cup of coffee from the cerrado, how about a cigar from the Recôncavo region? By the start of 2015, these cigars from Bahia should receive their own Denomination of Controlled Origin, predicts Marcos Augusto Souza, executive director of SinditabacoBA (Bahia state tobacco union). The region has already received positive visits from the entities responsible for certification, says Souza, who is keen to laud the product: cigars from the Recôncavo have been recognized for years as the best in the world, he says. The certification will help guarantee the origin of the product. And what about Cuban cigars? “Their advantage is in the luxury status and government propaganda”, says Souza. “But all of the cigars currently produced in the world (including Cuban cigars) use in their blend an average of 6% of tobacco from the Recôncavo region”. Around 3,500 tobacco producers and three processing and exporter companies produced last year around 10 million cigars in the region. But only 3% was sold in Brazil; the rest was exported. “In 2015, China alone will buy 3 million of our cigars”, predicts Souza. The first shipment to the huge Chinese market is being prepared.

of annual production of around 5 million 60-kilo sacks is sold to foreign buyers. Certification will further boost exports, predicts Juliano Tarabal, Head of the Federation of Coffee Growers of the Cerrado. “It is especially important for consumers outside Brazil; Europeans, for example, are very familiar with this certification”. Certifications of this type have been used for centuries in Europe to guarantee the authenticity and quality of products such as wines and cheeses. To receive it, according to Tarabal, a coffee just doesn’t have to come from the cerrado mineiro region: it must obtain a minimum of 80 points on a SCAA ranking. QR codes inserted into the packaging will also enable consumers to track the product´s movement, from planting to point of sale: “Today’s consumer looks for this type of information”, notes Tarabal.

picTUreS: HANDOUT

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Shopping in Colombia Brazil was the second most buying (or committed to buying) nation at Macrorueda 50 — a major international business fair organized for the last 2 decades

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revistapib.coM.br

by the Colombian government. Held in Bogota in February, this year´s edition of the event featured buyers from almost 60 nations to around 2000 Colombian exporters.

Brazilian companies did business deals estimated at USD39mn, only trailing the US and its US$116mn. With a trade surplus with Colombia for over a decade,

in the first two months of 2014 Brazil posted a trade deficit of US$6mn: selling US$32mn and buying US$38mn.

...and a Brazilian cachaça

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And to round things off, a nice drink. How about Santo Grau, a premium cachaça that is starting to be sold this semester in bars and restaurants of Spain and Germany, led by a heavyweight guide: the Spanish group Osborne, which has just bought 51% of Natique (producer of Santo Grau). Santo Grau is produced in small historical mills of Minas Gerais, Rio de Janeiro and São Paulo — the latter, in Itirapuã, is perhaps the last water-powered mill in Sao Paulo. Grupo Osborne produces wines, brandies and foods, including Cinco Jotas, the famous pata negra ham. In the opinion of Luis Henrique Munhoz, founder and directorsuperintendent of Natique, Brazil can really boost its cachaça exports (Brazil exports the equivalent of 8% of the tequila exported by Mexico). “Outside the country, cachaça is bought as a commodity to make caipirinha”, he says. “We need to show that the cachaça itself is a fantastic distillate, and that the better the cachaça, the better the caipirinha”. revistapib.coM.br

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PIB ed25 english  

PIB Edition 25 March/April 2014

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