At 30 years old, Brazilian coffee coop rebrands Expocacer, expands specialty focus Daily Coffee News by Roast Magazine

Photos from Exposare’s recent 30th anniversary celebration. Courtesy of Exposare.

One of the world’s largest coffee producing cooperatives, Brazil’s Expocasar, has rebranded with a new name and focus on more sustainable agriculture and differentiation in the global specialty coffee market.

Formerly known as “Expocaccer — Cerrado Coffee Growers Cooperative”, the organization has dropped a “C” to become Expocacer, while maintaining its vision to expand the global reach of Cerrado Mineiro coffees.

With offices in Patrocínio and Patos de Minas, Minas Gerais, Expocacer has played a key role in growing the Cerrado Mineiro designation of origin.

“The world craves new habits and innovation. Our mission is to lead this vanguard with a culture rooted in technology, revitalization and equity,” Riccardo Bartholo, a producer who serves on the administrative council of Expocasar, said in an announcement from the group. “I believe that in the next 15 years, the Cerrado Minero region will undergo a transition with double-digit growth in regenerative coffee production.”

New Expocacer brand material via expocacer.br.

A focus on regenerative agricultural practices and specialty coffee origins was a big part of Expocasar’s recent 30th anniversary celebration, during which the team unveiled rebranding and signed a letter of intent with the State of Minas Gerais Institute of Historical Artistic Heritage regarding MG’s coffee culture.

Expocasar sells 1 million 60-kilo-equivalent bags of green coffee annually in more than 30 countries, according to the group. Over the past decade, the organization has been engaged in hosting and promoting Brazil’s Cup of Excellence program, where numerous Exposador-affiliated producers have won CoE awards.

“With an eye on the development of environmentally conscious coffee farming, we believe that the future of coffee is driven by the growing demand for purpose-driven and quality coffee,” said Simao Pedro de Lima, Expocasar’s superintendent director, in an announcement celebrating the group’s 30th anniversary last week. “Combined with the real sustainability and transparency of relationships within the production chain, we want to be the leaders of this interesting movement, collaborating on regenerative ideas and transparent dialogue.”

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