Brazil takes part in Coverings, the leading event for the industry in the Americas, within a context of heightened sensitivity in supply chains and trade relations with the United States.
Coverings 2026 will be held from March 30 to April 20 in Las Vegas, and Brazil’s participation will take place in a broader context than is usual for international trade shows. Business, trade policy, and supply chain security are becoming more overtly intertwined in the sector.
The country will be represented by 39 companies in the Brazilian Pavilion, occupying an area covering around 820 square meters. The initiative is part of the program It’s Natural – Brazilian Natural Stone, developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The space will bring together materials that express the Brazilian geological diversity and the industrial capacity of the sector, establishing Brazil as one of the main global suppliers of natural stone.
The United States is still the main destination for Brazilian exports in this segment, while the U.S. market itself has a heavy dependence on imports to supply its construction industry. This is a structuring relationship: Brazilian natural stone is an essential intermediate input, subsequently processed and distributed by local companies, mostly small and medium-sized enterprises.
This scenario takes on new dimensions in light of recent discussions on supply chain resilience and the revision of trade policies. The inclusion of strategic materials, even if they are classified as non-metallic, in the critical minerals agenda and the outcomes of tariffs reaffirm the need for predictable trade relations between Brazil and the United States.
“In this context, the Brazilian presence at Coverings takes on a dimension that goes beyond trade promotion. The country positions itself as a reliable partner for the supply of an essential input, contributing to the stability of a production chain that is relevant to the U.S. economy,” says the president of Centrorochas, Tales Machado.
Brazilian delegation strengthens production infrastructure and national performance
The official opening ceremony will take place on March 30, at 1 p.m., marking the beginning of the Brazilian schedule at the event. Throughout the program, activities geared towards relationship and visibility are planned, focusing on connecting companies, buyers, and industry professionals.
The delegation will consist of 39 companies, 36 of which are from the state of Espírito Santo, establishing the region as the main national hub. Two companies from the state of Ceará and one from the state of Rio de Janeiro will also be part of the group.
The Brazilian Pavilion includes Amagran, Andrade Stones, Argos Stones, Bramagran, Elite Stones, Fortuna Natural Stones, Gramil, Granex do Brasil, Granipex Group, Graniti Export, Granitos Collodetti, Granos, Imarf, Magban, Magnitos, Margramar, Marianelli Export, MG2, MGA, Milanezi Granitos, Mineração Lougon, Mineral Stones, Naturale, Nova Aurora, Pedra do Frade, Pedras São João, Pemagran, Qualitá Group, Quartzblue, Santo Antonio Stones, Stone Palace, Terlos, Testi do Brasil, Thor Natural Stones, Toledo, UNQ Stone, Vitoria Stone Group, Willcomex, and Yellow Stone.
About It’s Natural – Brazilian Natural Stone
It’s Natural – Brazilian Natural Stone is an export promotion program developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program aims to encourage and increase exports of Brazilian natural stones, through a set of strategic internationalization actions with initiatives geared towards promotion, strengthening of the image and development of the industry in the global market. Companies interested in being part of the project must visit https://podio.com/webforms/26378838/1995038 to register for free.
About Centrorochas
The Brazilian Natural Stone Association is active in all national demands to increase the competitiveness of the natural stone industry. The organization acts directly by providing support in the procedures related to the presence of Brazilian entrepreneurs abroad, along with commercial and operational activities for the development and evolution of Brazilian companies.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and to attract foreign investment to strategic sectors of the Brazilian economy. To achieve these objectives, the Agency carries out several trade promotion activities aimed at promoting exports and valuing Brazilian products and services abroad. They include prospective and trade missions, rounds of negotiations, support for the participation of Brazilian companies in major international fairs, and visits of foreign buyers and opinion formers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in coordination with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors, aiming at the development of competitiveness of Brazilian companies and of the country.
