Rafael Aun Ming, Founder and Chairman of Açaí Motion Group, has scaled his authentic Brazilian beverage brand to over 60 countries. A visionary entrepreneur and advocate for sustainability, he pioneered the use of ASI-certified aluminum cans in Brazil with Ball Corporation. His mission is to share the vibrant energy of the Amazon through high-quality products while championing ethical sourcing and the circular economy.

In an interview for “American Aluminium Industry: The Path Forward”, Ming highlights the company’s landmark partnership with Ball Corporation to launch Brazil’s first ASI-certified aluminium cans. He discusses how aluminium packaging strengthens consumer trust, ensures product quality, and enables global scalability while aligning with sustainability values. Rafael also emphasizes the role of “demand activism” in pushing regional aluminium standards, the importance of certification and traceability in supply chains, and the balance between premium sustainable packaging and affordability across markets.

AL Circle: Açaí Motion recently teamed with Ball Corporation to launch the first ASI-certified aluminium cans in Brazil. What does such certification, led by the Aluminium Stewardship Initiative, mean for consumer trust and supply chain transparency?

Rafael Aun Ming: For Açaí Motion, this partnership with Ball to launch the first ASI-certified can in Brazil is a landmark achievement that transcends packaging. It is the materialisation of our DNA. We live in an era of radical transparency, where consumers don’t just buy a product; they buy into the ethics behind it. The ASI certification acts as a ‘nutritional label for the conscience,’ guaranteeing that every step in that can’s life—from bauxite mining to production—has adhered to the most rigorous environmental, social, and governance (ESG) standards.

This fundamentally changes the conversation. It shifts from ‘is this can recyclable?’ to ‘was this can produced fairly and responsibly?’ For a brand that draws its essence from the Amazon, a biome that demands our utmost respect, offering this guarantee is not a differentiator—it is our moral obligation. The ASI certification makes our previously invisible value chain entirely transparent and auditable, building an unbreakable bridge of trust with our consumers. They know that the energy they feel from drinking our açaí is the same clean, ethical energy we use throughout our entire process. 

AL Circle: Recognising that beverage brands often understate material sourcing, how do you see companies like yours influencing regional standards for recyclable or low-carbon aluminium use?

Rafael Aun Ming: We see our role not as trend followers, but as agents of transformation. Many companies take a passive stance, accepting available materials. We chose an active stance of ‘demand activism.’ By deliberately choosing ASI-certified cans from Ball Corporation, we are signalling to the entire value chain that a viable and growing market exists for responsibly produced aluminium. 

This creates a ripple effect. Our demand encourages other beverage manufacturers to question their own suppliers. It motivates smelters and aluminium producers to invest in ASI certification to remain competitive. Essentially, we are helping to ‘pull’ the market upward, rather than waiting for standards to change on their own. Companies like Açaí Motion demonstrate, in practice, that sustainability is not a cost centre, but a driver of innovation and a pillar of a strong, resilient brand. Our goal is for low-carbon, certified aluminium to be the rule in the future, not the exception. 

AL Circle: The US and Canadian markets demand scalable logistics, traceability, and packaging consistency. How have these commercial realities influenced your decisions around aluminium sourcing or can selection?

Rafael Aun Ming: These commercial realities didn’t just influence our decision; they cemented it, positioning aluminium as the only strategically viable choice. The consistency of the aluminium can is unmatched and essential for the automation and efficiency of our large-scale production lines. For logistics, the lightness and strength of aluminium are critical, optimising ‘cube efficiency’ in containers and pallets, which results in a significantly lower transportation carbon footprint and reduced logistical costs.

Regarding traceability—a non-negotiable demand from major North American retailers—our partnership with a giant like Ball and the framework of the ASI certification provide a flawless chain of custody. We know where our aluminium comes from. We can prove it. This eliminates risk and builds trust with our commercial partners. Therefore, the aluminium can was not a compromise; it was a decision that perfectly aligned our operational needs, market demands, and sustainability values. It is the backbone of our ability to scale globally with integrity.

To read the complete interview, click here.