We are implementing the branding and marketing strategy for the Geographical Indication "Mel de aroeira no Norte de Minas" (Aroeira Honey in Northern Minas Gerais), one of the main GIs for honey in Brazil.

In February 2025, we initiated the project, which will run until July 2025.

The project is promoted by WIPO (World Intellectual Property Organization) in collaboration with SEBRAE Nacional, the Brazilian Ministry of Foreign Affairs, INPI, CODEANM (Council for the Development of Beekeeping in Northern Minas Gerais), and COOPEMAPI.

The objective of this work is to provide personalized technical assistance to the group of producers of the Geographical Indication "Mel de Aroeira do Norte de Minas" to develop and implement a comprehensive brand and marketing strategy. This will include e-commerce and export opportunities to strengthen market presence, expand product recognition, and increase sales both nationally and internationally.

The proposed activities are divided into three phases: development of the market and marketing strategy, presentation and support in implementation, and final report and presentation of results.

Phase 1 - Development of the market and commercialization strategy

The activities of phase 1 are: first, the consultant prepared all the necessary information to develop a productive workshop; second, conducted the workshop; and third, prepared the planning document.

Phase 1.1. Preparation for the strategy definition workshop. The consultant gathered information to prepare the workshop.

• Conducted an initial consultation with the producer group and stakeholders to assess the current market, branding, and marketing strategy. Online activity.
• Prepared a diagnostic analysis describing the strengths and weaknesses of the current strategy and identified key areas for improvement in market, brand, and marketing.
• Conducted a market analysis to identify the main markets for "Mel de Aroeira do Norte de Minas" GI.
  
  • 10 largest cities within a 500 km radius.
  • 5 main states and cities in the national market.
  • 5 main international markets for export.

• Identified potential initiatives for market positioning.
  
  • Off-line.
    
    • Participation in national or international gastronomic specialty fairs.
    • Participation in specialized events. National or international. Ex. Origens, Apimondia.
  • On-line.
    
    • Creation of a website.
    • Participation in social networks.
• Identified potential initiatives for brand improvement.
  
  • Description of promotional materials and content to support the GI's branding efforts, including brochures, product descriptions, and digital content for online platforms.
  • Discussion with the group on whether it is necessary to develop or adapt the visual identity to make it more attractive, reflecting the unique attributes, heritage, and quality of the GI.
  • Discussion on whether the packaging and labeling are appropriate. Comparison with other GIs and specialty honeys.
  • Verification of whether we have the necessary brand materials for promotion.

• Identified potential initiatives to improve marketing.
  
  • Off-line.
    
    • Participation in national or international gastronomic specialty fairs.
    • Promotional activities at specific points of sale.
    • Collaboration with APEX for export promotion.
  • On-line. Defined which strategies are most suitable for the group.
    
    • Research and proposal of suitable e-commerce platforms for national and international sales.
    • Creation of a roadmap for the group of GI producers to establish an online presence (e.g., launching a dedicated e-commerce website or joining a marketplace).
    • Identification of digital marketing strategies to drive online traffic, including search engine optimization (SEO) and social media advertising.

Phase 1.2. Strategy Definition Workshop.

Prior to the workshop, coordination was carried out to organize the workshop with the participants. In addition, the workshop structure and materials were prepared.

A 2-day workshop was held on March 26th and 27th, 2025, in Montes Claros with the GI group to discuss and define the market and commercialization strategy.

Participaram:

• GI Regulatory Council members (CODEA NM)
• Coopemapi members
• Representatives from 12 Associations that are CODEA and Coopemapi members, and also some that are not part yet. 
• SEBRAE
• INPI
• CODEVASF
• UNIMONTES

The workshop consisted of three 4-hour modules and took place at the SEBRAE facilities in Montes Claros, located at Av. Mestra Fininha, 1448 - Bairro Funcionários.

Several activities were carried out to define the strategy.

• Part One: Validation of the initial diagnosis.
• Part Two: Definition of the strategy and actions.
• Part Three: Prioritization of short- and medium-term actions, necessary human resources, approximate investment/cost, available budget, responsible parties, potential partners. Detailed definition of one or two actions for which we have a budget.

Phase 1.3. Final Strategy Document

The document will be in pptx format. The plan may include several short-term actions (1-3 years), but only one or two could be executed with the WIPO budget.

Phase 2 – Strategy Presentation and Implementation Support

Phase 2.1. Online Presentation of the Final Strategy

The final document will be presented to the IG group to begin implementing the short-term actions.

The presentation of the final strategy document will take place during the week of April 21-25.

Phase 2.2. Support in Implementing Short-Term Actions

Remote support to the group for the implementation of short-term actions with the WIPO budget, in order to ensure their execution in 2025.

Phase 3 – Final Report and Presentation of Results

Phase 3.1. Final report to be presented to WIPO with activities, group feedback, and long-term challenges faced.

Phase 3.2. Final validation meeting with WIPO to present the report and validate the results.