Brazil projects more than US$ 90 million in business deals after fair in the USA

The participation was promoted by Centrorochas and ApexBrasil and involved 57 companies from six states – including four newcomers – in the action held from April 29 to May 2, in Orlando.

With impressive results and a performance that exceeded expectations, Brazil ended its participation in Coverings 2025 with indicators that reaffirm its prominent position in the international natural stone market. In immediate business deals alone, US$ 27.34 million were raised – an increase of 51.9% compared to the initial estimate. For the next 12 months, the projection exceeds US$ 90.85 million, also above the previous expectation.

Held between April 29 and May 2 in Orlando, United States, the largest coverings fair in North America reserved around 1 thousand square meters for the Brazilian Pavilion, which brought together companies from six states in a strategic action promoted by It’s Natural – Brazilian Natural Stone. The project is developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) and has been essential in establishing Brazil’s image as a global point of reference in geological diversity, quality, and innovation.

At the opening ceremony of the space, the president of Centrorochas, Tales Machado, highlighted Brazil’s strong presence in this year’s edition and stressed the importance of the partnership with ApexBrasil, which, over the years, has been enabling the participation of dozens of companies in international events, besides promoting the image of the industry abroad. The agency was represented by Paulo Roberto da Silva, Coordinator of Industry and Services, and Fernando Spohr, head of ApexBrasil’s office in Miami. The Consul General of Brazil in Orlando, Ambassador João Lucas Quental, also attended the opening.  He highlighted the business opportunities for the sector in the U.S. market, focusing on the state of Florida.

During the four days of the fair, 3,921 business contacts were made – 1,090 of them were identified as new potential clients. The results confirm the strategic role of international fairs as platforms for securing business deals and strengthening the image of the industry in the global market.

Summary of Brazil’s participation in Coverings 2025:

• 1 Brazilian Pavilion with a total area covering around 1,000 square meters
• 57 exhibiting companies from 6 Brazilian states
• 4 companies making their debut at the fair
• 3.921 business contacts made
• 1.090 new contacts identified
• US$ 27.34 million in immediate business deals
• US$ 90.85 million in expected business deals for the next 12 months

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.