Mission to France reveals what still limits the progress of Brazilian slate

Understanding what limits the presence of Brazilian slate in the French market and identifying ways to expand it took industry representatives to France between September 28 and October 1. The prospecting mission visited Paris, Nantes, Angers, and the surrounding region, bringing the delegation closer to different stakeholders in the local supply chain.

Led by the Brazilian Natural Stone Association (Centrorochas) with support from AMAR (Association of Slate Miners and Processors of the state of Minas Gerais), the mission is part of the initiatives under It’s Natural – Brazilian Natural Stone, a project developed in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The initiative stems from the Market Study on France, conducted for the segment. It sought to verify, on the ground, issues previously identified during the analysis.

“The mission showed that Brazil’s low market share is not linked to a single barrier. Regarding its use in roofing, for example, characteristics of the product, installation techniques, professional training and trust, distribution infrastructure, and business relationships built over decades influence the entry and adoption of slate in this market. We returned with a much clearer understanding of what needs to be done to move forward,” says Fábio Cruz, the vice president of Centrorochas.

To gain this insight, the delegation visited different locations in the French supply chain, holding visits and meetings with distributors, vocational training centers, and institutional representatives. The schedule also included Batimat and a meeting with the commercial section of the Embassy of Brazil in Paris. In addition to the vice-president, the mission included Thiago Fukuda, the manager of It’s Natural; Karina Porto-Firme, the head of Communications at Centrorochas; and André Betoni, the president of AMAR and co-owner of BC Stones.

Training and distribution are key to market entry

The mission identified opportunities for Brazilian slate across several applications, ranging from traditional roofing to facades, landscaping, and interiors. Each application involves distinct product characteristics, professionals, and market entry strategies, which will be explored in greater depth during subsequent stages.

Regarding roofing, one of the areas with the greatest potential, relationships with the professionals who work with the material proved particularly important. In France, slate roof installation is a specialized trade, involving a substantial amount of manual work and traditional cutting and drilling techniques, developed around the characteristics of the materials historically used in the country. While budget is a decisive factor in product selection, roofers also exert significant influence, especially during roof replacements, by advising property owners on the available options. The visit to Angers, where the delegation learned about the training these professionals undergo, stressed the importance of familiarizing them with Brazilian slate.

Distribution is another crucial factor. Availability, stock replenishment, and professional support influence purchasing decisions and help explain the strength of Spanish suppliers, who have built long-standing relationships within the French supply chain.

AMAR’s participation also reflects the importance of Minas Gerais in export-oriented production: the state accounted for around 99% of Brazilian slate exports in 2025, with over 111 thousand metric tons shipped. For André Betoni, the performance of the sector was a highlight of the experience. “About two years ago, we approached Centrorochas to better understand the opportunities in France. First came the study, and now we have gone into the field to speak with local stakeholders. When we undertake a sectoral initiative, doors open in a very different way. A joint approach strengthens dialogue and demonstrates that we are not dealing with a single company, but an entire industry,” he explained.

Assessment now guides next steps

The mission’s findings will guide company preparations and future actions in the French market. The plan is to move forward based on the characteristics and potential of each material, with technical validation and engagement with local stakeholders before expanding efforts geared towards trade promotion.

“The mission provided us with concrete insights to guide our next steps. The goal now is to turn this knowledge into initiatives that help companies better prepare for the market and improve their prospects for generating business,” said Thiago Fukuda, the manager of the sectoral project.

Companies interested in accessing the Market Study on France can request the material from the Centrorochas team. The study is provided free of charge to companies supported by It’s Natural – Brazilian Natural Stone, which can also be joined for free. For information and requests, contact Mariana Santana from Centrorochas’ Relationship department at +55 27 99983-5125.

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.