On the occasion of International Coffee Day, celebrated on October 1, 2023, the renowned Italian coffee brand, Illycaffè, revealed its pioneering product - the Arabica Selection Brazil Cerrado Mineiro. This unique coffee blend marks a significant stride in the realm of regenerative agriculture, a practice that seeks to rejuvenate the soil and environment while producing high-quality crops. It's the first of its kind to be regenagri® certified, a certification that underscores the health and preservation of the soil, vouched for by the British Control Union.
The Arabica Selection Brazil Cerrado Mineiro is a collaborative effort between Illycaffè and the Federation of Cerrado Mineiro producers. It's more than just a blend; it's a testament to sustainable farming practices, portraying a promising pathway towards mitigating climate change impacts through conscientious coffee production.
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, (Federation of Cerrado Mineiro producers) 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.
Illycaffè didn't just stop at the production; the brand took a step further by globally distributing this regenerative agriculture-labeled coffee, showcasing its commitment to promoting sustainable practices far and wide. The global reach also signifies a pivotal moment for coffee aficionados, offering them a taste of high-quality coffee produced through environmentally friendly practices.
The grains of Arabica Selection Brasile Cerrado Mineiro have undergone a meticulous process ensuring they adhere to regenerative agriculture principles. These principles not only guarantee the health and preservation of the soil but also aim at enhancing its fertility and biodiversity, thus ensuring a sustainable and eco-friendly coffee production cycle.
Illy's initiative is a beacon of innovation in the coffee industry, setting a precedent for other brands and producers to follow suit. By marrying the age-old tradition of coffee brewing with modern sustainable farming practices, Illycaffè and the Federation of Cerrado Mineiro producers are indeed brewing a cup full of promise for the future of coffee and the planet.