(5 Aug 2025)
RESTRICTION SUMMARY:
++PART SPLIT SCREEN THROUGHOUT++
ASSOCIATED PRESS
Bragança Paulista, Brazil - 4 August 2025
1. Various of coffee harvesting machine
2. Aerial of coffee yard at Fazenda Boa Esperança ++MUTE++
3. Various of workers raking coffee beans in yard to separate different qualities of grain
4. Coffee producer José Adil Braggion operating coffee bean sorter
5. SOUNDBITE (Portuguese) José Adil Braggion, 59, coffee producer:
"This year, the expectation was for a good price, but with this tariff, coffee (prices) have already dropped significantly. We're a bit concerned, but let's see if another market opens up, China, for example. If we could enter that market, it would help a bit."
6. Coffee producer José Adil Braggion operating coffee bean sorter
7. Various of coffee roasting machine
8. SOUNDBITE (Portuguese) Ricardo Rufino Junior, 33, Coffee Producer:
"Brazil is the only (country) capable of meeting the global coffee shortfall. So, if we really face these U.S. tariffs, we'll find other ways to get our coffee out. Not selling is not an option, that you can be sure of. But we will have to understand other markets as well."
9. Coffee producer Ricardo Rufino Junior checking the coffee at roasting machine
10. Junior organizing coffee bags
11. Coffee cup being prepared on expresso machine
STORYLINE:
Brazilian coffee producers are bracing for impact as the U.S. prepares to impose a 50% tariff on coffee imports from Brazil starting August 6.
The commodity was left off the U.S. exemption list signed by former President Donald Trump last week, and unless trade talks make progress, one of Brazil’s key export sectors could take a serious hit.
Producers on the ground say the uncertainty is already rippling through the market, with buyers holding back and prices under pressure.
“We're a bit concerned, but let's see if another market opens up, China, for example," said coffee producer José Adil Braggion. "If we could enter that market, it would help a bit."
According to industry leaders, the growing demand for coffee in Asia could provide a much-needed cushion.
Marcos Antonio Matos, director of the Brazilian Coffee Exporters Council (CECAFÉ), emphasizes that the United States is a key market for Brazilian coffee.
However, while the tariffs pose a significant challenge for producers, Matos remains optimistic, noting that they will continue to work to reverse the situation.
The recent approval of 183 Brazilian coffee producers for export to China offers a glimmer of hope, helping to open new markets for Brazilian coffee.
“In China, even mid-sized cities are starting to embrace the coffee shop trend,” said Matos. “We’re fortunate to have a product that we’ve been exporting to 150 countries in recent years.”
AP Video by Maycron Abade and Thiago Mostazo
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