Following market research, Brazil promotes rounds of negotiations for natural stones in Australia

Two years after launching market intelligence efforts to identify opportunities in the Australian market, the Brazilian natural stone industry is moving into a new stage: hosting rounds of negotiations in Sydney and Melbourne. Between November 15 and 20, a trade mission will take nine Brazilian companies to Australia for scheduled meetings with 20 local buyers.

The initiative is part of It’s Natural – Brazilian Natural Stone, a sectoral promotion project developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).

The study conducted in 2024 identified opportunities for Brazilian quartzites, granites, and marbles, taken into account the growing appreciation for natural, sustainable materials and the demand for unique products for architecture, design, and construction projects. Another factor was a regulatory change in Australia, which has banned certain engineered stone surfaces due to the risk of silicosis associated with their processing, creating new opportunities for natural stones in that market.

Also in 2024, an exploratory mission helped validate these opportunities, gain insight into Australian business dynamics, and establish connections with local market representatives. The initiative is now advancing to a stage focused on generating business.

Rounds in Sydney and Melbourne

The meetings will take place in two major Australian commercial hubs. The first will be held in Sydney on November 17, and the second will take place in Melbourne on November 19, with ten local buyers in each city.

The meetings will take place in person, in a business-to-business (B2B) format, allowing Brazilian companies to showcase their materials, learn about buyers' needs, and negotiate potential business partnerships.

The trade mission will include nine Brazilian natural stone companies – eight from the state of Espírito Santo and one from Rio Grande do Norte. The delegation from Espírito Santo will consist of Angramar, Mameri Export, MGA, Milanezi Granitos, Nova Aurora, Polita, Santo Antonio, and Supreme Stones, while the state of Rio Grande do Norte will be represented by INGA Granitos.

Besides the rounds of negotiations, the schedule includes an institutional appointment at the Consulate-General of Brazil in Sydney. The delegation will also visit BC Stone, an Australian importer and supplier of natural stones that already works with Brazilian materials and participated in the Round of Negotiations held in the city of Barra de São Francisco (in the state of Espírito Santo) on October 20.

Diversification strategy precedes trade barriers in the USA

“Market diversification was already part of our strategy, even before the tariff changes in the United States. Our work in Australia began in 2024, and we are now moving into the commercial phase. This effort is not limited to the Australian market. We are simultaneously making progress in different regions around the world, with the goal of expanding our markets and creating new opportunities for Brazilian companies,” says Fábio Cruz, the vice president of Centrorochas, highlighting ongoing initiatives in Europe, the Middle East, and Asia.

In Australia, the study also identified challenges for Brazilian companies, such as logistics costs, international competition, and the need to strengthen relationships with local importers and distributors. The furthering of these business relationships is the key focus of the new stage of the efforts.

“We arrive at this mission with a deeper understanding of the Australian market and a schedule focused directly on generating business. The nine participating companies will have access to pre-selected buyers, with meetings organized to make the most of their time and facilitate new business opportunities, both for those looking to enter this market and for those already operating in it,” says Thiago Fukuda, the manager of It's Natural – Brazilian Natural Stone.

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 encourage and increase exports of Brazilian natural stones, through a set of strategic internationalization actions with initiatives 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

Founded in 2004, the Brazilian Natural Stone Association (Centrorochas) is the national representative body for the Brazilian natural stone industry. Operating in 17 states, with a network of over 470 member and supported companies, it represents and coordinates one of the leading natural stone producing and exporting sectors in the world. The organization works to defend the interests and strengthen the competitiveness of the production chain, promoting dialogue with government authorities, institutions, and strategic partners. Its initiatives encompass sector development, sustainability, innovation, market intelligence and knowledge, training, trade promotion, and internationalization, contributing to enhancing the competitiveness and expanding the presence of Brazilian natural stones in Brazil and abroad.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) 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.