The Confederation of Agriculture and Livestock of Brazil (CNA) recently held a meeting to discuss the quality and sustainability of Brazilian coffee, the world's largest producer of which. The meeting highlighted the diversity of coffee regions in Brazil and the industry's potential to add value through Geographical Indications (GIs). Panels discussed consumer trends, sustainable farming, and the importance of understanding consumer needs. The meeting also stressed the need for legal instruments to regulate food quality and the significance of the new Technical Regulation for roasted and ground coffee.