The launch of Connection Terroirs do Brasil 2026 brought together authorities, industry leaders, and the press in Porto Alegre for an event that previewed the highlights of the next edition, scheduled to take place from June 10 to 13 in Gramado. Considered the largest national showcase dedicated to origin products, Connection reinforces its mission of valuing territories, boosting tourism, and connecting Brazil through its cultural and productive diversity.

With the theme “made with soul, by many hands,” the event reinforces the collective essence that especially characterizes products with Geographical Indication status — the result of shared know-how passed down through generations and deeply connected to their territories of origin.

Held by Rossi & Zorzanello in partnership with Sebrae/RS, the event proposes an immersion into Brazilian terroirs, bringing together producers, national and international specialists, chefs, and the public in a program that integrates content, experiences, and business opportunities.

During the launch ceremony, Marta Rossi shared that her roots in Serra Gaúcha and her involvement in the region’s tourism development formed the foundation of her passion for the industry and all the work developed throughout Brazil to this day. She also paid tribute to the hydrangea, Gramado’s symbolic flower, and explained the connection between the flower and the concept of the 2026 edition of Connection: transformation.

“The hydrangea is largely responsible for transforming Gramado into a tourism destination. It could not be left out of the invitation for the launch of Connection Terroirs do Brasil. The essence of the Geographical Indication seal is the sense of transformation. Geographical Indication is our commitment to the future,” Marta stated during her speech.

The CEOs of Rossi & Zorzanello also highlighted the importance of the event on the national stage. Both Marta and Eduardo Zorzanello emphasized that the goal of Connection Terroirs do Brasil is to leave a legacy throughout the country by encouraging good practices and the consumption of high-quality Brazilian origin products. Eduardo linked the 2026 event dates with one of the most romantic celebrations on the calendar: Valentine’s Day, celebrated in Brazil on June 12.

“Our public expectation is to surpass 120 thousand people. We are talking about a fully occupied city during Valentine’s week and month. A celebration of love and soul,” said Zorzanello.

He also highlighted the international connections that Connection will provide to participants. Personalities from Mexico’s tequila production sector and Peruvian handicrafts will take part in panels throughout the event program.

“In addition to the opportunity for international experiences, we will have around 50 buyers from Rio Grande do Sul and across Brazil connecting with Geographical Indication producers. It is B2B proving that business is also part of our event,” emphasized the CEO of Rossi & Zorzanello.

Representing Sebrae/RS, Technical Director Ariel Berti also highlighted the strategic role of the initiative in strengthening small businesses and production chains linked to origin products. He also reinforced the event’s role in culture and in preserving traditions tied to origin and identity.

“We currently have 158 Geographical Indication products of many different types in Brazil — bananas, cachaça, coffee, wines, and sparkling wines from Serra Gaúcha. It may seem like a lot, but I can tell you it is still very little. In Rio Grande do Sul, we have 16, and in the coming years we want to at least double this number because we know the state’s potential,” projected Berti.

The technical director also used the occasion to announce a gastronomic circuit involving 25 restaurants in Gramado, which will include Geographical Indication products on their menus.

“The idea from Sebrae and Rossi & Zorzanello is that this event, with support from entities, governments, and organizations, continues to grow and give more visibility to Geographical Indication products,” Berti affirmed.

The evening also highlighted the connection between gastronomy and territorial identity through a sensory experience created by chef Marcos Livi, who presented a menu inspired by Geographical Indication products, translating the richness of Brazilian territories through cuisine.

Connection Terroirs do Brasil 2026 will bring together exhibitors from various regions of the country and feature an extensive program focused on valuing knowledge, promoting origin products, and strengthening tourism as a driver of economic and cultural development.

Authorities and representatives of several organizations attended the launch, including former State Tourism Secretary and state representative Ronaldo Santini; state representative Joel Wilhelm; State Tourism Director Cláudia Mara Borges; Gramado vice mayor Luia Barbacovi; councilwoman Maria de Fátima, representing Gramado City Council; Gramado Tourism Secretary Ricardo Bertolucci Reginato; among other guests.

Text: Renata de Mattos | fernando@rossiezorzanello.com.br
Photos: Anselmo Cunha