TRIESTE, Italy – The world’s first coffee with regenerative agriculture label is being distributed globally by the Italian brand illy, in partnership with the Cerrado Coffee Growers Federation. With notes of intense caramel, the product will be available in 50 countries this year and is expected to reach 140 by 2024. The coffee will be sold in 250 grams cans, in both ground and grain versions.
illy in partnership with the Cerrado Coffee Growers Federation
“This launch is a turning point for us. As well as being the first product with a regenerative label and designation of origin to go into retail, it will be distributed by Illy Caffè, which is a major company and very renowned in the sector. Expocacer currently has 5,500 hectares of regenerative coffee, and we are working to certify even more cooperative members,” says Fernando Beloni, producer and President of the Cerrado Coffee Growers Cooperative (Expocacer).
The grains of “Arabica Selection Brasile Cerrado Mineiro“, the name given to the product, have regenerative certification from Regenagri, a global organization that aims to guarantee the health and preservation of the soil, with certification from the British Control Union.
The label proves that has been an increase in organic matter in the soil, improvement in biodiversity, rebalancing of the ecosystem’s natural functions, sequestration of atmospheric CO² and an increase in the water, carbon and nutrient cycles.
For Expocacer, which recently underwent a strategic repositioning of its brand with the aim of promoting coffee-growing linked to socio-environmental impact, taking part in this launch where most of the coffees sold came from cooperative members, is proof that the cooperative is on the right track.
Farlla Gomes, Expocacer’s Sustainability Manager, says that the regenerative label has come to further highlight the producer’s commitment to the environment and society”The market is increasingly demanding, and we have to reach and follow the movement towards sustainability. The consumer wants to know where the coffee comes from, how it was produced and who produces these beans, so it’s very important and gratifying that these good practices which have been carried out by our producers for years, with a lot of research and study, are being recognized by the market.”
According to the Global Consumer Insights Pulse survey, carried out in 25 countries by PwC, ESG concerns now influence the purchasing decisions of half of all consumers.
The trend, which is here to stay, also explains why the avant-garde cooperative has attracted widespread interest in its unique projects in regenerative and carbon-neutral coffee growing. This year, Expocacer, with support from Brazilian Support Service for Micro and Small Businesses (Sebrae), has already managed to certify 14 cooperative members, a number that is expected to grow to 24 by the end of 2023.
Frederico Canepa, General Manager of Illy Caffè Sulamerica, says that this product is in line with the company’s philosophy, which is constantly seeking sustainable production methods. “Regenerative agriculture is a banner of the company’s president, Andrea Illy, who also leads the Regenerative Society Foundation. Therefore, this launch is very important for us, additionally because there is a lot of Brazil in Illy’s blends. In addition, regenerative practice is an interesting model because it allows us to maintain high production and guarantee the conservation of the ecosystem.”
Regenerative coffee farming adopts practices that aim to preserve soil health, increase biodiversity, protect water resources and promote the resilience of agricultural systems. Among the advantages of regenerative practices are preservation of flora and fauna, cost savings, reduced pollution, higher coffee quality, greater resistance to climate change and reduced deforestation.
“We are very happy to have started this regenerative work seven years ago on our farm, with modern agriculture. Today we have a large certified group, and when a company like Illy launches its coffee in the permanent line, it is confirmation that we are going on the right path. It’s a moment that goes down in history and will be remembered 30 years from now. It’s a strong signal for coffee growers to join this regenerative coffee growing movement,” says producer Paula Urtado, from Fazenda Três Meninas.
About Expocacer
Founded in 1993 and located in Patrocínio/MG, the Cerrado Coffee Growers Cooperative (Expocacer) promotes the quality of coffee and the work of its members in Brazil and worldwide through significant socio-environmental initiatives that stimulate the economy of the entire region.
The cooperative’s infrastructure includes two warehouses with a capacity for over 1 million bags. Currently serving 680 producers, they export to more than 30 countries across all five continents.
