It’s Natural Steering Committee Approves New Action in Saudi Arabia During Final Meeting of the Year

Meeting held on December 18 marked the conclusion of the 2025 activities with the approval of the Brazil Stone Experience – Riyadh, a new initiative added to the 2026 calendar of the sectorial project led by Centrorochas and ApexBrasil.

The final 2025 meeting of the It’s Natural – Brazilian Natural Steering Committee, an initiative promoted by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), took place on December 18 and featured an important decision: the approval of the Brazil Stone Experience – Riyadh, scheduled for February 5, 2026, in Saudi Arabia.

The initiative will be officially added to the sectorial project calendar through budget reallocation and aims to strengthen the presence of Brazilian natural stones in the Middle Eastern market. The event will be hosted at the Official Residence of the Brazilian Ambassador in Riyadh and will include four main moments: an institutional presentation on Brazil’s geodiversity; a technical lecture in the “Architect to Architect” format, featuring a prominent Saudi market professional; a curated showcase of Brazilian natural stones, strategically selected to match local preferences; and a networking cocktail reception.

Approximately 15 professionals — including architects, designers, and builders from Saudi Arabia — are expected to attend the event, which aims to reinforce Brazil’s position as a supplier of high-value natural stone materials.

Also during the meeting, the It’s Natural project manager, Thiago Fukuda, presented a report on the main initiatives carried out in the second half of 2025, including:
• Marmomac Italy 2025

• Brazil Stone Connection – Washington D.C.
• Bond Custom 2025
• Brazil Stone Collection – Middle East, composed of three fronts: a prospecting mission to Saudi Arabia, a business roundtable in Dubai, and a presentation on Brazilian stones at the Big 5 Global trade show.

The discussion also emphasized the strategies planned for 2026, with an international agenda covering five countries: United Arab Emirates, Saudi Arabia, the United States, Brazil, and China. These actions are part of the internationalization plan for the Brazilian stone sector and include confirmed participation in key global events:

• Bond Middle East (Abu Dhabi, UAE)
• KBIS 2026 (Orlando, Florida – USA)
• Marmomac Brazil 2026 (São Paulo – Brazil)
• Xiamen Stone Fair 2026 (Xiamen – China)
• Coverings 2026 (Las Vegas, Nevada – USA)

The meeting officially closed the 2025 activities of the Steering Committee. The next session is already scheduled for January 2026.

About the Steering Committee

The It’s Natural – Brazilian Natural Stone Steering Committee is the body responsible for monitoring, guiding, and deliberating on the project’s strategic actions. The group operates based on guidelines defined in the strategic planning, evaluating the outcomes of initiatives and proposing adjustments when necessary to ensure the program’s effectiveness. The committee is chaired by Emerson Raiol, an analyst at ApexBrasil.

Members include representatives from the following companies: Andrade (Josy Andrade); Brasigran (Ricardo Schevz); Capital Granite (Moema Lessa); Decolores (Gustavo Probst); Granos (Renata Silveira); Milanezi Granitos (Ladiani Milanezi); Terlos (Lucas Brunoro); Zucchi (Leonardo Tatagiba).

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 aims to stimulate and increase Brazilian exports of ornamental stones through a set of strategic internationalization actions, including image promotion, market development, and sectoral strengthening.
Companies interested in joining the project can register for free at: https://podio.com/webforms/26378838/1995038

About Centrorochas

The Brazilian Natural Stone Association (Centrorochas) is actively involved in all national efforts to increase the competitiveness of the ornamental stone sector. The organization provides direct support for Brazilian companies’ international presence, combining commercial and operational actions to foster the development and growth of the industry.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its goals, ApexBrasil carries out a variety of commercial promotion initiatives aimed at boosting exports and enhancing Brazil’s global image, such as trade missions, business matchmaking, support for Brazilian companies at major international trade shows, and inbound buyer and influencer visits. The agency also coordinates with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on sectors that are strategic to enhancing the country’s business competitiveness.