The program further established the positioning of Brazilian natural stones as a critical and essential non-metallic mineral for the U.S. residential construction segment. The work now continues in Brazil, with plans for discussions in November, during Stone Core, a meeting for industry leaders.
Last week (from October 20 to 28), the Brazilian Natural Stone Association (Centrorochas) concluded a strategic program in the United States. The activities aimed at strengthening institutional relations and at trade promotion with specifiers in the U.S. market. The initiative included a lecture at the Brazilian Embassy in Washington as part of the sectoral project It’s Natural – Brazilian Natural Stone, carried out by Centrorochas in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency).
Between October 20 and 22, in Washington, D.C., the delegation, consisting of the vice president of Centrorochas, Fábio Cruz, and its head of communications, Karina Porto-Firme, participated in meetings with representatives of the U.S. government, think tanks, business organizations, and the press. The meetings aimed at addressing the role of Brazilian natural stones in the U.S. residential construction segment, which depends on imports for the supply of materials. Today, the United States imports about 85% of the stones the country uses, and Brazil is its main supplier, accounting for around 26% of the country’s purchases.
During the meetings, the representatives of the industry highlighted that Brazil complements, instead of competing with, the U.S. domestic sector: while the USA produces materials focused on flooring, facades, and public works, Brazil supplies semi-finished stones, widely used as kitchen and bathroom countertops, creating employment and generating income within the U.S. market itself.
Other topics were also addressed, such as the additional tariffs imposed on Brazilian products, the importance of including granites and marbles on the list of exceptions, and the advancement of safe practices to prevent silica exposure during stone processing – a topic that is particularly relevant in the state of California.
The schedule included meetings with the Council of the Americas (AS/COA) and the Center for Strategic & International Studies (CSIS), where opportunities for nearshoring and Brazil-USA productive integration were discussed, as well as participation in the conference Forecast on Latin America and the Caribbean, promoted by the U.S. Chamber of Commerce.
Subsequently, Centrorochas participated in Bond Custom, held in Florida. The event brought together architects and designers specializing in high-end residences. Over two days, 24 presentations about Brazilian natural stones were given to more than 60 professionals, highlighting their geological diversity and applications in contemporary projects. “This mission demonstrated that there is room to expand the use of Brazilian natural stone in the United States, especially due to its quality, consistent supply, and value added to the U.S. market,” said Fábio Cruz.
International progress turns into strategic action
The international schedule in the United States will be further developed and turned into planning during the 2nd edition of Stone Core, a strategic meeting for the natural stone industry that will take place on November 7 and 8 in the city of Cachoeiro de Itapemirim (in the state of Espírito Santo).
The event will bring together business leaders from all over Brazil, experts in economics, logistics, and tax policy, and representatives of the government of Espírito Santo, the largest exporting state in the country. They will discuss:
- International scenarios for 2026
- Business environment and competitiveness
- Tax reform and its impacts on the industry
- Pathways for institutional strengthening and ongoing business diplomacy
Schedule
November 7 (Friday)
1:30 p.m. – Reception
2:00 p.m. – Opening remarks: Tales Machado, President of Centrorochas
2:10 p.m. – Business Environment in Brazil and Logistics Structure: how sectors are organizing to gain efficiency, with the participation of Léo de Castro, Vice President of CNI and Honorary President of Findes; Júlio Cesar Lourenço, Commercial Director of Portocel; and Gustavo Serrão, CEO of VPORTS
4:00 p.m. – Coffee break
4:20 p.m. – Port Logistics 2026 – Porto Imetame and ZPE Aracruz, with Anderson Carvalho, Director of Porto Imetame
5:15 p.m. – Centrorochas – Open Board Meeting, presenting the 2025 actions and 2026 planning
6:15 p.m. – Closing
7:00 p.m. – Cocktail reception at Origem Restaurant
November 8 (Saturday)
9:00 a.m. – Sectoral initiatives integrated through Sindirochas, Cetemag, and Rochativa
9:30 a.m. – Centrorochas Presentation, with Fábio Cruz, Vice President of the association
10:00 a.m. – Special participation: Ilson Hulle, Director of Corporate Strategies at AD Ports Group (Abu Dhabi Port)
10:30 a.m. – Brunch
11:00 a.m. – Panel: Impacts of the Tax Reform on the Natural Stone Sector, with the participation of Bruno Aguilar, State Tax Auditor; Luiz Cláudio Fardin, Tax Consultant; and Henrique Tavares, Tax Consultant and President of the 2nd Subsection of the OAB
2:00 p.m. – Closing
About It’s Natural – Brazilian Natural Stone
It’s Natural – Brazilian Natural Stone is an export promotion program developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program, which currently supports 226 companies, aims to encourage and increase exports of Brazilian natural stones, through a set of strategic internationalization actions geared towards promotion, strengthening of the image, and development of the industry in the global market. Companies interested in being part of the project must visit https://podio.com/webforms/26378838/1995038 to register for free.
About Centrorochas
The Brazilian Natural Stone Association is active in all national demands to increase the competitiveness of the natural stone industry. The organization acts directly by providing support in the procedures related to the presence of Brazilian entrepreneurs abroad, along with commercial and operational activities for the development and evolution of Brazilian companies.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency works to promote Brazilian products and services abroad and to attract foreign investment to strategic sectors of the Brazilian economy. To achieve these objectives, the Agency carries out several trade promotion activities aimed at promoting exports and valuing Brazilian products and services abroad. They include prospective and trade missions, rounds of negotiations, support for the participation of Brazilian companies in major international fairs, and visits of foreign buyers and opinion formers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in coordination with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors, aiming at the development of competitiveness of Brazilian companies and of the country.
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