The Brazilian Association of Specialty Coffee (BSCA) and the Brazil Agency for Promotion of Exports and Investments (ApexBrasil) are reaping the rewards of including China among target markets for a new campaign.
The most recent actions in the Asian giant took place from March 26th to 30th and yielded USD 3,54 million in immediate turnover, with another USD 3,175 million projected for the next 12 months, potentially generating a total of USD 6,715 million.
On March 26, in an action led by BSCA, in partnership with the ApexBrasil office and the Consulate General of Brazil in Shanghai, Brazilian entrepreneurs participated in a business table at the Hongqiao Import Commodity Exhibition and Trade Center, a permanent exhibition platform with live streaming dedicated to the sale of products in the e-commerce market, a training center and a coffee lab.
With the presence of 49 representatives of the Chinese market, among buyers, influencers and specialized media, the action enabled 119 commercial contacts, which yielded USD 1 million in immediate business and the prospect for the realization of another USD 552 thousand by March 2024.
Brazilian entrepreneurs also attended, between 27 and 30 March, at Hotelex Shanghai 2024, one of the largest fairs in the hotel, restaurant and hospitality sector in Asia, which had two exclusive coffee pavilions. Another 232 commercial contacts were made at the event, which generated USD 2.540 million immediately and the project for another USD 2.623 million over the next 12 months.
“Our intelligence service identified, a few years ago, China’s strong potential as a coffee consumer and we included the Asian giant among the target markets of ‘Brazil. The Coffee Nation’ [campaign]. Today, we are going to reap the fruits of this correct perception and we have made it possible to open up a new, huge market for the BSCA partners who integrate our project with ApexBrasil”, says Vinicius Estrela, Executive Director of the Association.
In 2023, China climbed 14 positions in the ranking of the top destinations of Brazilian coffee and closed the year as sixth. According to data from the Brazilian Coffee Exporters Council (Cecafé), the Chinese imported 1,518 million bags of 60 kg of domestic product, showing a substantial growth of 266% compared to 2022.
The sectoral project “Brazil. The Coffee Nation”, conducted by BSCA in partnership with ApexBrasil, focuses on the commercial promotion of Brazilian specialty coffee in the international market. The initiative aims to present Brazil as a nation endowed with the essential natural resources for the cultivation of the best coffee and that invests to the highest quality requirements, in a sustainable way and in observance of strict social and environmental standards.
With effect until August 2025, one of the priorities of the project will be to invest in qualification and diversification actions, with a focus on supporting the coffee producers, in quality and sustainability certifications and in women’s produced coffee, fostering gender equity in Brazilian coffee farming and the training of professional coffee tasters.
