top of page

Cerrado das Águas Embraces Territorial Regeneration

Cerrado Das Águas Adopts Territorial Regeneration As Its New Positioning And Unveils A New Brand Identity


Patrocínio, August 31, 2026.

Cerrado das Águas, created ten years ago through the initiative of a competitive coalition within the coffee supply chain to ensure water production in the Cerrado Mineiro region, today unveils its new brand identity. The new identity embodies the organization’s purpose: “Connecting Those Who Transform. Regenerating Territories,” and marks the transition from a water-focused approach to territorial regeneration as its new positioning and operational model.

Over the past ten years, the consortium has established a model unique in the world: today, it encompasses four watersheds and has achieved a 748% increase in areas undergoing regenerative transition. It is on this foundation that Cerrado das Águas now embraces territorial regeneration, soil, biodiversity, water, and production as a single system—as its new positioning.

This repositioning is a project carried out with the support of Sebrae Minas. The new brand platform stems from a shift in mindset: from a collaborative platform focused on the sustainability of production and water to a platform for territorial regeneration that integrates soil, biodiversity, water, and production into a living economic system.

Marcelo Urtado, chair of the Cerrado das Águas management board, states: “We spent ten years proving that it was possible to produce and protect water at the same time. Now we’ve taken on a greater commitment: to lead the regeneration of entire territories.”

“This isn’t just a cosmetic change. It’s a shift in mindset, toward a broader model of action and transformation,” he added.

The new strategy brings together producers, cooperatives, partner companies, impact investors, research centers, and communities around a shared system of regional prosperity—not merely as isolated projects or initiatives, but as a development infrastructure in the Cerrado Mineiro region, with plans to expand to other territories in the future.

Marcos Alves, Manager of the Northwest Regional Office of Sebrae Minas, states: “Cerrado das Águas demonstrates how cooperation among producers, companies, and knowledge can translate into tangible regional development.”

“Supporting this repositioning means supporting a model that strengthens production chains and generates prosperity for the entire region,” he added.

Today, Cerrado das Águas positions itself no longer as a socio-environmental initiative, but as a territorial development infrastructure, ready to scale up its operations without losing the closeness and trust built up over the course of its work in the field.

ABOUT CERRADO DAS ÁGUAS

We are a platform for territorial regeneration. We bring together producers, companies, knowledge, and capital to transform territories into living systems, where regeneration, production, and prosperity are one and the same future. Founded ten years ago to ensure water production in the Cerrado Mineiro region, we operate in four watersheds, with a 748% increase in areas undergoing regenerative transition.

More information about our new strategy and brand identity: https://www.cerradodasaguas.org.br/

Comments

preservacao do cerrado em suas maos.jpg

THE PRESERVATION OF THE CERRADO IS IN YOUR HANDS

The future of the Cerrado depends on all of us . By participating in CCA's initiatives, you are contributing to the protection of one of the planet's most important biomes. Your support is essential for us to continue our preservation, restoration, and environmental education projects. Don't let the Cerrado disappear—join us in this vital mission.

bottom of page