Stone-Ideas.com 
Brazil‘s natural stone sector is flexing its muscles. After years of complaining about serious weaknesses in foreign trade, export companies now seem to really want to solve the problems: Essentially, it is a question of diversification, i.e., conquering new markets, and also of creating more added value from the natural resources. In recent months, we have received various press releases from the nationwide association Centrorochas informing about activities in Dubai and increased efforts in the US market.
The double dilemma has been known for more than two decades: Brazil ranks third worldwide (in terms of export volumes) with its beautiful quartzites and granites. But at the same time, it is caught in a dangerous double monoculture: finished products such as countertops are supplied almost exclusively to the US, and raw blocks are destined almost solely for China.
Figuratively speaking, this means that when someone in the US or China opens a window, there is a strong storm blowing through Brazil‘s stone sector.
And in addition, the returns on the country‘s stone sales are not particularly favorable. This is shown in the table from Dr. Carlo Montani‘s 2022 statistical yearbook: The country with the highest yield was Italy, with Brazil lagging far behind – despite its unique stones.
Presumably, not much has changed in the ranking of countries since then.
Ten years ago, Cid Chiodi, advisor to the then nationwide association Abirochas, lamented the situation and called for a “Terceira Onda” (Third Wave) with diversification of target markets and higher-quality products.
However, this was never really successful.
Now, a new wind seems to be blowing among companies in Sambalândia:
* Middle East, Dubai: On October 03, 2025, Fábio Cruz, vice president and driving force in the Centrorochas association, met with project developer Alpago Properties, which is pushing ahead a project involving 6,000 luxury apartments on the artificial island of Palm Jumeirah. Many natural stone objects are to be used as design details there. “However, the developer has encountered challenges in sourcing materials that meet the high-quality standards required by its billionaire clients,” states Centrorochas on its website.
The association is therefore currently exploring the possibilities for cooperation and “determining the next steps to position Brazilian natural stone as a benchmark in luxury architecture throughout the Middle East.” One goal is the “creation of a logistics hub.“
There will be numerous activities in the USA in the coming weeks:
* From October 23 to 26, 2025, Centrorochas will be presenting itself at “Bond Custom” in Orlando, Florida. The event is intended to bring together architects and designers of luxury properties with suppliers of high-quality materials. Centrorochas already participated in a similar event on the Bahamas in 2022.
* A few days earlier, on October 20, 2025, a meeting with US architects will take place at the Brazilian Embassy in Washington, DC, and in the two days following, the association plans to meet with business and political organizations there. The main focus will probably be on a statement regarding the US president‘s tariffs, as at a meeting a few months ago: Recently, attempts were made to explain to US representatives that imported Brazilian stone creates jobs in the US in processing, sales, and installation.
It is noteworthy that the Brazilian association has now hired a US lobbying firm.
Beyond this mere fact, it is also noteworthy how the decision was taken: At a meeting of the Centrorochas Board on September 16, 2025, the idea of hiring the lobbyists was approved – however, in the middle of the ongoing year, it would not be possible to obtain funding from the state export organization Apex, which supports all of the aforementioned activities. We quote Centrorochas: “The Board decided to openly receive voluntary contributions from the firms.”
* Activities at the political level will take place on October 27 and 28, 2025, again in Washington, DC: Apex will then hold a meeting with the Atlantic Council. This is a think tank dedicated to the leadership role of the US. Centrorochas is also invited and intends to participate in the “dialogue on commercial and institutional opportunities between Brazil and the United States.”
* Finally, in order to prepare Brazilian companies for the demanding global markets, there will be “a dual membership program between Centrorochas and the Natural Stone Institute (NSI).” The aim is to give companies access to educational materials and databases.