(5 Aug 2025)
RESTRICTION SUMMARY:
++PART MUTE++
ASSOCIATED PRESS
Bragança Paulista, Brazil – 4 August 2025
1. Aerial of coffee yard at Fazenda Boa Esperança ++MUTE++
2. Various of workers raking coffee beans in yard to separate different qualities of grain
3. Various of coffee bean sorter
4. Various of coffee producer José Adil Braggion operating coffee bean sorter
5. SOUNDBITE (Portuguese) José Adil Braggion, 59, coffee producer:
"This year, the expectation was for a good price, but with this tariff, coffee (prices) have already dropped significantly. We’re a bit concerned, but let’s see if another market opens up, China, for example. If we could enter that market, it would help a bit."
6. Various of coffee roasting machine
7. Coffee producer Ricardo Rufino Junior checking the coffee at roasting machine
8. Junior organizing coffee bags
9. SOUNDBITE (Portuguese) Ricardo Rufino Junior, 33, Coffee Producer:
"Brazil is the only (country) capable of meeting the global coffee shortfall. So, if we really face these U.S. tariffs, we’ll find other ways to get our coffee out. Not selling is not an option, that you can be sure of. But we will have to understand other markets as well."
10. Aerial of coffee harvesting machine at Fazenda Boa Esperança ++ MUTE++
11. Various of coffee harvesting machine
ASSOCIATED PRESS
Vitoria, Brazil – 4 August 2025
12. SOUNDBITE (Portuguese) Marcos Antonio Matos, Director of Cecafé, Brazilian Coffee Exporters Council:
++VIDEO CALL++
"Today, the major coffee shop chains across Asia are something impressive. And I should point out it’s not just the younger generations (consuming coffee), older generations are as well. And it’s not only happening in the big cities, for example, in China, even mid-sized cities are starting to catch this wave of coffee shops. So, we’re lucky to have a product that we’ve been exporting to 150 different countries in recent years. Obviously, this will hurt and it’s concerning, but the producer will keep investing."
ASSOCIATED PRESS
Bragança Paulista, Brazil – 4 August 2025
13. Coffee cup being prepared on expresso machine
STORYLINE:
Brazilian coffee producers are bracing for impact as the U.S. prepares to impose a 50% tariff on coffee imports from Brazil starting August 6.
The commodity was left off the U.S. exemption list signed by former President Donald Trump last week, and unless trade talks make progress, one of Brazil’s key export sectors could take a serious hit.
Producers on the ground say the uncertainty is already rippling through the market, with buyers holding back and prices under pressure.
“We’re a bit concerned, but let’s see if another market opens up, China, for example," said coffee producer José Adil Braggion. "If we could enter that market, it would help a bit."
According to industry leaders, the growing demand for coffee in Asia could provide a much-needed cushion.
Marcos Antonio Matos, director of the Brazilian Coffee Exporters Council (CECAFÉ), emphasizes that the United States is a key market for Brazilian coffee.
However, while the tariffs pose a significant challenge for producers, Matos remains optimistic, noting that they will continue to work to reverse the situation.
The recent approval of 183 Brazilian coffee producers for export to China offers a glimmer of hope, helping to open new markets for Brazilian coffee.
“In China, even mid-sized cities are starting to embrace the coffee shop trend,” said Matos. “We’re fortunate to have a product that we’ve been exporting to 150 countries in recent years.”
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