The Cerrado Mineiro Award will hold its first virtual auction, marking a shift towards global recognition and appreciation for the Cerrado Mineiro Denomination of Origin.
The auction will take place from 29 January to 2 February and will feature 11 curated lots of 500 samples each, divided into dry, washed and induced fermentation categories.
“This virtual auction innovation aims to bridge the gap between Cerrado Mineiro coffee growers and high- quality international roasters, expanding the brand’s reach and solidifying the region’s Denomination of Origin,” says Cerrado Mineiro Coffee Growers’ Federation Executive Director Juliano Tarabal.
The award honours the best coffees produced in the yearly harvest in the Cerrado Mineiro Region, the first designation of coffee-producing origin in Brazil, which encompasses the 55 municipalities located northwest of the Minas Gerais state.
“By fostering meaningful connections and collaboration within the coffee industry, the auction catalyzes enhancing the global presence of the Cerrado Mineiro Region,” says Tarabal.
Through 11 editions of the Cerrado Mineiro Region Award, income has exceeded US$1 million in prizes reverted back to producers, with the highest price for a single bag reaching US$13,000 in 2023.