- 14/06/2025
🌱✨ Sabores que contam histórias! No Programa Negócio Rural, Bruno Faustino foi até Gramado, na Serra Gaúcha, para mostrar de perto o Connection Terroir do Brasil — o maior encontro de Indicações Geográficas do país. 🍇🧀☕ Um mergulho nos segredos que fazem dos nossos produtos verdadeiros tesouros de origem! 🇧🇷💚
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NotíciasTranscrição
00:00The rural business is going to start.
00:03Offering, if you believe, is having someone to count on.
00:07Sebrae Espírito Santo, people transform businesses, businesses transform realities.
00:14And Orwell, your Renault dealership in Espírito Santo.
00:30Hi, everyone! Welcome to Negócio Rural.
00:39How cold, huh?
00:41Today a program with a hat, with gloves, with lots of cold weather clothes,
00:46because the temperature here is around minus one degree.
00:50We are in Serra Gaúcha, in Gramado, to show the flavors and knowledge of this Brazil.
00:57Let's talk about products of origin, geographical indication, a subject that I love.
01:05With chocolate flavor in the almond.
01:08So, imagine the chocolate in this product.
01:13We are already prepared.
01:15And you, is your mouth watering?
01:17There is much more from now on in your Rural Business.
01:20From the beginning of the earth to the end of the world, agriculture is everywhere.
01:26Cow manure turns into profit for us, agriculture is in everything.
01:32The coffee that wakes you up will work hard, agriculture is in everything.
01:38Do you know what a product of origin is?
02:03Original product is a unique product.
02:07A product that only exists in some regions of Brazil.
02:11In Espírito Santo, for example, we have some products of origin.
02:15We have Socol, we have coffee, black pepper, the clay pot.
02:20Across Brazil, there are 134 products of origin.
02:24Products with geographical indication.
02:26And Rua Coberta, here in Gramado, traditional, very famous, opened space for more than 50 of these products.
02:35Let's meet them?
02:36Have you had the opportunity to try Guaraná?
02:50This one is a representation of a Guaraná.
02:53And Luca is here at Connection Terrois do Brasil,
02:56bringing a Guaraná to visitors, which is not just any Guaraná.
03:01It's a different Guaraná, we can say that, right Luca?
03:05Exactly. Guaraná from Maués is the only Guaraná, right?
03:10Because to this day, it is produced and processed in the same traditional way as in the indigenous tradition.
03:17What makes us different?
03:18Like a special coffee, only the ripe fruits are harvested.
03:23So, the producer goes to his area and harvests only these open fruits.
03:28The ripe fruit is the one with the little eye.
03:30Exactly. These are still green fruits.
03:32Why? Because it needs to be pulped, fermented,
03:38sift the seed by size,
03:40to then explode for eight hours in a clay pot,
03:44so that the seed can come loose from the shell.
03:47He can remove the shell and only use the almond to make the powder or to make the stick.
03:53And this stick is made with Guarana almonds,
03:56piled, then smoked in the kitchen-lenia for two months until it hardens.
04:02It can be used to grate and make a powder.
04:06Yeah.
04:07What is this here?
04:08And that little powder, exactly.
04:09This powder is mixed in water, juice, or vitamins.
04:12You consume it and it gives you that gas, that energy.
04:15When I talk about jabuticaba, what do you think of?
04:28Ah, climb the tree, eat the fruit.
04:31But no.
04:32Jabuticaba is also a product of Brazilian origin.
04:36And jabuticaba is not just the fruit, but its derivatives.
04:41Betty, what's wonderful you have here?
04:43Wow, lots of jelly, delicious sauces.
04:48And what benefits has IG brought to you and the community?
04:54Wow, that's a great benefit, because it adds value to our product.
04:58It launches our product to the market, it gives us projection.
05:04The appreciation is very high.
05:06And people, just by talking about IG, we already have that...
05:12Adds value, increases income.
05:16Oh, very much.
05:23Have you had a caparaó today?
05:26Look, people, at this cold weather that is here in the region...
05:30Only a caparaó can warm the soul.
05:36Paula Gripe is a coffee producer in the region.
05:39For those who don't know Caparaó, it is located on the border with Espírito Santo in Minas Gerais.
05:44Paula is on the Minas Gerais side, but here at Connection everyone is together and mixed together.
05:48Everyone together and mixed to present the wonders that are there in Caparaó, right?
05:52Which are the coffees that have naturally sweet flavors, sensorially diverse, right?
05:56Look, this is a delicious, fruity coffee.
06:02And for those who don't know, Paula, I wanted you to tell me what coffee production is like in Caparaó.
06:07Look, coffee production is all manual, right?
06:11Caparaó is a mountainous region, where the entire process takes place.
06:15There is no machinery, there is nothing.
06:16It is the human hands, the producers, who do all this work and bring people this coffee with this quality and flavor that is unique to Caparaó.
06:32From the mountains of Espírito Santo to Serra Gaúcha, our coffee is conquering Brazil and the world.
06:40Coffee from the mountains of Espírito Santo has a geographical indication, which is why it is here as part of Conexion Terroaz do Brasil.
06:48Alcione, a coffee producer, is here representing this flavor that we know very well, right?
06:56Yeah, talking about coffee from Espírito Santo, right?
06:59Yes, first of all, it is an honor to be able to represent our IG.
07:03There are 107 associated producers and we are the second largest coffee producer in Brazil.
07:09This coffee has been produced in my husband's family for four generations, so it has more than 100 years of history.
07:16We plant coffee in the mountains, in the Alto Jatibocos region, in the interior of Tarana.
07:22They are Arabica coffees.
07:25This one, for example, is a batch of a red catuai.
07:28It has a sensory of chocolate, molasses, caramel.
07:33And they are very typical, right?
07:34These are the characteristics of Espírito Santo coffees.
07:37They are very sweet, very smooth coffees, very delicate.
07:45One of the coolest activities here at Conexion takes place in this space back here,
07:51which is a space dedicated to coffee.
07:54Not just any coffee, but coffees of controlled origin from Brazil.
07:58João is a barista and he leads, guys, a real class, a real alchemy here in this space.
08:08João, tell everyone at home what's going on behind us.
08:12Well, guys, well, first of all, good morning to you.
08:15I feel extremely honored to be here, being able to show the public the wealth of flavors and aromas that Brazil can produce.
08:22And get away from the functional coffee thing, coffee for caffeine.
08:27Here we see that we can, in fact, explore all its aromas, all its flavors.
08:32and be increasingly proud of our product, which is so national.
08:36Straight from Goiás, look what I discovered.
08:44Saffron. And saffron is also GI.
08:48Saffron is also a product of Brazilian origin.
08:52It's also the soul of this country, isn't it, Patrícia?
08:54Yes, exactly.
08:56What is the history of saffron from Goiás?
08:58Saffron came with the bandeirantes to Mara Rosa and adapted very well to our region, the soil, the climate.
09:05And then it became a condiment, right?
09:09And today we are the largest producers of saffron.
09:13We have the geographical indication, which indicates that it is a product of excellent quality.
09:22Get ready to meet the sweetest banana in the galaxy.
09:27If there is a better advertisement than this, I don't know of it.
09:32And the sweetest banana in the galaxies comes from...
09:36Corupa.
09:37Where is Corupá?
09:38In Santa Catarina.
09:40And the sweetest banana in the galaxy is a geographical indication.
09:44We'll leave those at home with their mouths watering.
09:46What's here?
09:48Here we have a package, a lunch box.
09:51And inside it, we have nothing more, nothing less than the sweetest banana in Brazil.
09:59May I taste a little?
10:00He must.
10:03You're right.
10:04She's not just sweet.
10:06She is creamy.
10:09She goes down.
10:12Look, there is no explanation.
10:14It's wonderful.
10:15There are some geographical indications that represent two states.
10:26In Espírito Santo, for example, Caparaó represents Minas Gerais and also represents our little land of Espírito Santo.
10:33With the campus on top of the mountain, it works more or less like this too.
10:38Only instead of coffee, the product is cheese.
10:41Cheese from Santa Catarina with cheese from the Northeast of Rio Grande do Sul.
10:46Mr. José will tell you a little about the history of cheese, which has a very strong connection with the family, right, Mr. José?
10:52Yes, our cheese has a very strong connection with the origin of our great-grandparents,
10:57that has been built from family to family, that today, both me and my wife,
11:02We made our cheese using what we learned from our parents.
11:10So, let's go to Santa Catarina now.
11:13What is the story behind your cheese?
11:15We are Campo de Cima from the Santa Catarina mountains, right?
11:19This cheese has a very beautiful history, because it dates back to the first half of the 18th century.
11:24And you at home know that I need to try it to know if it's good, right?
11:28Where shall we start? Shall we start with the gaucho here?
11:30Come on, Mr. José.
11:32Tell me about it. Let me try it out here.
11:35I'm even taking off my gloves, guys, because it's cold, okay?
11:37Here, look, I already got it.
11:40It's very good. Now let's go to Santa Catarina.
11:43This one, we vote for ancestors.
11:46It's beef cattle, old pasture.
11:48This one is from January.
11:50It's different.
11:51We have Xim.
11:53It's different.
11:53Our geographical indication provides this basis for modernity and ancestry.
12:02It has the flavor of northern Espírito Santo.
12:06It tastes like a sweet river.
12:09Do you already know what it is?
12:10It's the cocoa from Linhares, people.
12:12Marking its presence here at Connection Terroir do Brasil.
12:16And Kellen is the one who is representing and presenting this wonder to all of Brazil.
12:23It's very good and very rewarding, right, Kellen?
12:26Having the only GI of cocoa beans in Espírito Santo is ours, right, people?
12:32It's an achievement, right, Faustino?
12:34It is a work that the association has been promoting since 2009, highlighting the importance of having a geographical indication in the State.
12:45And Gramalense, try an almond that locks, without locking, as if it were a peanut.
12:56How we would eat a peanut.
12:57So we eat highly palatable, chocolate-flavored almonds.
13:04So imagine the chocolate in this product.
13:08It's here, look.
13:09This chocolate...
13:10It's spectacular, guys.
13:11If you don't know it, you need to know it, because it's really good.
13:23Maíra Santana is an IG manager at Sebrae Nacional.
13:27He's the one who knows everything, people.
13:29He is the one who knows everything, what is there and what is to come.
13:33Maíra, today we have 134 IGs in Brazil.
13:37But how far can we go, huh?
13:39Look, the dream is very big.
13:43Europe has more than 3 thousand geographical indications of the European continent.
13:47And we think we have the potential to get there too and increase that number.
13:52Today, at 134, we are moving slowly, but we intend to get there.
13:56That is our goal.
13:57For now, we have more...
13:59In addition to the 134 registered, we have 43 deposits at INPI.
14:04In other words, they are requests.
14:05These are requests for new geographical indications filed with the INPI that are under analysis.
14:11We already have 65 more processes that are being initiated in the territories and we have made 95 diagnoses.
14:20It's still far from 3 thousand, but it's work that we're developing to start that journey.
14:29Eduardo Zorzanello, CEO of Rossi Zorzanello.
14:33The organizer, the thinking mind, together with Marta Rossi, of this great event.
14:38From this Brazil on the pitch that is Conexion.
14:43Dudu, can I call you Dudu?
14:45Of course.
14:45Dudu, what is our assessment of this Conexion?
14:51For Bruno, a total success.
14:52And for Dudu?
14:54First, Bruno, big brother.
14:57Man, we can have the Holy Spirit increasingly present here in our Serra Gaúcha.
15:03I had the pleasure of visiting Serra de Vocês there.
15:06A wonderful tourist product.
15:10A lot of genuine, typical things that convey a story, a unique know-how.
15:17And that's the feeling we have here today.
15:20Being able to embrace Brazil and also the connection with Italy and Costa Rica.
15:26Italy is a reference with more than 550 geographical indications.
15:30And Costa Rica as the cradle of sustainability, regenerative tourism.
15:35And lawn with the 52 Brazilian geographical indications of the 134.
15:4152 came here, to this Brazil from end to end, with all its peculiar characteristics.
15:48We left here rejuvenated, renewed, able to, gosh, try completely different things.
15:56Being able to understand each feeling, the soul behind a product and always valuing a territory that is different from another.
16:07What a delight to talk about so many flavors and be able to show this diversity that is our Brazil.
16:18Even in the cold, right?
16:20I already had a coffee from Caparaó to warm up.
16:23And now we're going to take a quick break.
16:25I'll be back soon with much more for you here at Negócio Rural.
16:29Connection between Rio Grande do Sul and Espírito Santo.
16:52We left the cold of Serra Gaúcha for this mild temperature of our Vitorinha.
16:58To talk about a subject that I love.
17:01Our Sebrae On podcast is now live to talk about innovation and entrepreneurship.
17:07After all, the ESX Innovation Experience is coming.
17:11And here with me is Eurípides Pedrinha, technical director of Sebrae.
17:16Welcome once again to our podcast, Pedrinha.
17:19Phew, I almost didn't get this interview, huh?
17:22Boy, ESX is coming.
17:24We are already opening the program with the upcoming ESX Innovation Experience.
17:28Exactly.
17:29He's knocking on the door like this, look.
17:31And the agenda doesn't stop.
17:33We are less than 30 days away from the event.
17:35And all the final conformations to deliver the best show of innovation in Espírito Santo
17:40need to be done.
17:42And they are made by many hands, aren't they?
17:44An initiative by Sebrae only.
17:46The entire innovation ecosystem is participating in this.
17:50So, there are many agendas, many people, many propositions.
17:53It gets a little difficult, but it's always important.
17:55Pedrinha, I would like you to start our chat by talking about the importance of
17:59of ESX and why it is so important for entrepreneurship, huh?
18:05Bruno, look.
18:06We are going to the fifth edition of ESX.
18:08He goes on a very interesting journey throughout these editions.
18:12It was born within Sebrae's innovation movements, in its most seminal part.
18:18It was born representing the startup movement.
18:21It has been growing and taking shape with the ecosystem as a whole.
18:26And then we have government, public policies, promotion of innovation.
18:31We have large companies, technological challenges, opportunities in sectors and segments.
18:37We have academia, research, deep techs and we continue to have startups.
18:43The importance of ESX is that it functions as a platform on which the entire ecosystem can
18:49to be present, to recognize yourself, to see yourself, to connect.
18:54Great ideas come from connections.
18:56So, as a platform, it is a moment in which the entire Holy Spirit sets the agenda and discusses
19:01and presents what it has done, the opportunities and challenges to become even more competitive
19:07through innovations.
19:08The event has changed a lot over the course of these five editions, from when it started there to this one
19:122025 edition?
19:14Ah, it's changed a lot.
19:15A typical example, he started with 20 startups, we will have 300.
19:19Just that?
19:20Another example, last year, we started an effort to get these startups
19:25were good representatives of the Holy Spirit, but that we had a little seasoning
19:32from Brazil.
19:33This year we have 170 startups from outside the country, practically every state in the federation
19:41represented here with one startup here and 130 startups from Espírito Santo.
19:46The event changes status and becomes a national event.
19:51We have national press coverage, we have connections with ecosystems
19:56All over Brazil, we have people from the south of the country coming here in force.
20:01So, the event is maturing, business participation is growing,
20:06the type of innovation approach evolving.
20:10And when I say evolving, it's important, we're dealing with micro and small businesses.
20:14company and we are within Sebrae, right Bruno?
20:16We are talking about applied innovation, innovation in everyday life, we are talking
20:20from the Ali program, we are talking about the digital transformation of small businesses and we are talking
20:25of the disruption of DeepTex, agribusiness, in UFIS research with Incaper that goes
20:30be presenting as well.
20:31That's what I was going to ask you.
20:33Is it possible today to innovate in all these areas that you mentioned?
20:37Look, innovating is finding a new solution to a problem.
20:42So you can do this with a lot of technology, you can do this with a different culture
20:47and we will have a specific path of creativity and problem solving that
20:52talks about the culture of innovation.
20:54Look how important it is even the way of looking at problems, of thinking about solutions, of
20:59see paths.
21:00So, it is possible to work on several innovation fronts, all of which are important.
21:05Some levels of competitiveness in the Espírito Santo economy require high-tech innovations,
21:12DeepTex.
21:13There are new software, new hardware, new models to control cargo flow in ports,
21:20for example.
21:21In other aspects, we are talking about digital transformation in retail and ways
21:26for you to improve customer relationships in a small store.
21:30All these innovations contribute to the development of the economy of Espírito Santo and are present in
21:36SX.
21:36I recently had the opportunity to follow a cooperative innovation project.
21:42Let's take Natercop as an example, which is our partner here at Negócio Rural.
21:46They launched an innovation challenge.
21:49But what about cooperativism, how can an agricultural cooperative innovate?
21:54Let's take one of the examples.
21:55We have losses and surpluses, what is not being used.
21:58What can be done to have zero losses?
22:02How do we ensure that stock does not suffer losses?
22:06So, you stop to think that even in cooperatives it is seen as a business.
22:12It needs to be seen as a business and needs to reinvent itself all the time.
22:18The moment changes everything.
22:21This is a phrase I often use to explain the movement.
22:23Something that worked yesterday doesn't necessarily work tomorrow.
22:27And the moment always brings its challenges.
22:30Cooperativism is business.
22:31It has a different results distribution model, but it is a business that needs it
22:35to give results.
22:37There are several forms, several sectors in which cooperativism operates.
22:43Transport, work, agriculture, agroindustry.
22:47In all of them, cooperative or normal private company, they all need to review, at the moment
22:54where they are, what opportunities exist for us to reach new customers.
22:58How would it be possible with the customers we have to reduce transaction costs?
23:03What new business model can be created with what we know how to do for ourselves?
23:08reach a new customer.
23:10What business model do I already have that I can put a new product into?
23:15These questions, Bruno, are the questions that foster innovative thinking.
23:20And even in our daily lives, in our work.
23:22How to make a different television program?
23:26How to make an interview more...
23:28Talk about pleasure and innovation for something you already do very well.
23:32Exactly.
23:33It is said in passing, but there is always an opportunity to think.
23:36What new format, what new model, what new way of interviewee participation or
23:40of sponsors.
23:41All of this is an innovative model of looking at business.
23:46Speed, we have been talking about a world that changes all the time.
23:50Speed has become deterministic, which is why I talk about momentum.
23:54You who have many years of communication, of programming.
23:57How many things were left behind in terms of format.
24:01It has changed a lot.
24:02What does the future of communication hold for us?
24:05We barely showed up back there.
24:06The reporter could not appear.
24:08Yes, he stretched out his little arm.
24:09He stretched out his little arm.
24:10And now come to the center.
24:11Now come to the center.
24:12Look how interesting.
24:13So, ESX is this kind of provocation.
24:15You notice that just by putting it on the agenda, we can have hours of conversation
24:20about where innovative thinking in the economy of Espírito Santo,
24:25with its logistical advantages, with its thriving industrial development aspect,
24:31with its agribusiness filling a third of our economy.
24:36How much of our economy, a small state, can be transformed through a thought
24:41innovative applied.
24:43Not just philosophical.
24:44Not innovation as philosophy, something from the distant future.
24:47But something that can be applied today, at this moment, to make us more competitive.
24:52Well, I already have the no.
24:54I'll try yes.
24:55I want the cherry on the cake.
24:56What can't visitors to ESX miss?
25:00Anyone visiting ESX cannot miss, under any circumstances,
25:05under no circumstances organize a content trajectory.
25:10We set up ESX in a way like this, look.
25:12You will see many things.
25:14At all the stands we will have projects from ours, Vale, Arcelor,
25:20we will have Cicobi's people.
25:23They will all be presenting their new products.
25:26But each of our visitors, we will have an application this year,
25:29that you will be able to organize your visit to see exactly what you want today
25:35better contributes to its development.
25:38So we have creativity and problem-solving,
25:40we have sustainability, impact businesses,
25:43and we obviously have the digital transformation.
25:46On this path, we serve people who are looking for more technology.
25:50Artificial intelligence, IoT, automation.
25:54But what I think people cannot miss, under any circumstances,
25:57the meeting of ideas.
26:00It's there in ESX, guys, inside that platform,
26:03what we see, is seen.
26:05And from the exchange of ideas, we can make connections.
26:08that make a difference for innovation.
26:10I already want to go there and see for myself.
26:12Let's just pass the service here.
26:14July 10, 11, 12, in Pope's Square,
26:17ESX 2025.
26:19I'll put the entire schedule on our portal,
26:22on Tribuna Online, ok?
26:23I'll put the ESX schedule there,
26:26for you who follow us,
26:27don't miss this opportunity.
26:29Can I give the service?
26:30Of course!
26:30It's sx.com.es, folks.
26:33Ah, there it is!
26:34Hurry, you can sign up now,
26:36you can now have contact with the programming.
26:38There is a link to download the application,
26:41start receiving all the news
26:43with each confirmation of attraction
26:45and you're already staying within our community
26:47of innovation of the Holy Spirit.
26:48Finishing the interview, I'm going to download it,
26:50because I already want to set up here,
26:52where I can't lose.
26:53Pedrinha, thank you once again.
26:55Thanks, man.
26:55Through our chat.
26:57And you, did you like our chat?
26:59Do you want to see it again?
27:00Just go to our channel,
27:02on Daily Motion.
27:04Point your cell phone camera
27:05for this QR Code that appears on the screen.
27:07It will take you straight to our channel.
27:09Want to know a little bit about what goes on behind the scenes?
27:11of our recordings?
27:12I'll go behind the scenes of ESX
27:14so I can show you, okay?
27:16Just stay tuned to our social networks.
27:18Instagram, TikTok,
27:19at BP Faustino,
27:21or on our program's official channel,
27:23at Rural Business Program.
27:25Another week begins
27:26and may she be blessed,
27:28full of innovation,
27:31of technology,
27:32because here, like this,
27:33on our podcast
27:34Sebraion Rural Business,
27:36you are very well informed
27:37with everything that happens in this universe.
27:40Thank you, Pedrinha.
27:41Thank you, Bruno.
27:41Thanks.
27:42See you next time.
27:42Thanks, guys.
27:43See you then.
27:44Bye, bye.
27:44You watched Negócio Rural.
27:57Offering, if you believe,
27:59is having someone to count on.
28:01Sebrae Holy Spirit.
28:03People transform business.
28:05Business transforms realities.
28:08And Orwell, your Renault dealership
28:11in the Holy Spirit.
28:14And Orwell, your Renault dealership
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