By Tatiana Izzo, Executive Director of ACEMBRA/SINCEP and Rui Oliveira, Organizing Committee of the ACEMBRA|SINCEP Quality & Excellence Award, Brazil

Now in its fifth edition, the ACEMBRA|SINCEP Quality & Excellence Award has established itself as one of the most important initiatives recognizing and valuing the grief support and deathcare sector in Brazil. More than just an award, it is a celebration of ethics, responsibility, innovation, and compassionate care that have been reshaping the role of such a key sector in contemporary society.

Created in 2020 by SINCEP (the Union of Private Cemeteries and Crematoriums of Brazil) and ACEMBRA (the Brazilian Association of Cemeteries and Crematoriums), the award was announced with the purpose of recognizing and shining a light on the companies, professionals, and institutions that stand out for their best practices and the quality of their work. Since its inception, the award has become a symbol of prestige and it brings together leaders who are committed to honouring the life and the memory of loved ones with sensitivity, competence, and social responsibility.

Beyond simply recognizing excellence, the Quality & Excellence Award fosters a culture of continuous improvement. It promotes institutional development and professionalisation across the sector. Each edition highlights the transformative potential of organizations that increasingly operate with strategic vision, environmental awareness, and a deep commitment to people - particularly in moments of deep emotional vulnerability.

The above mission is at the heart of both organizing bodies. SINCEP works to promote technological advancement, research, coordination, and services for the sector, while also serving as the legal representative of Brazil’s private cemeteries and crematoriums for humans and animals. ACEMBRA plays a key role in promoting excellence and sustainable development, grounded in values such as respect, innovation, and representation. It also maintains strong ties with national and international partners.

The award is closely aligned with current global themes of sustainability, incorporating the ESG pillars – Environmental, Social, and Governance – as central evaluation criteria. By highlighting practices that combine solid economic performance with positive social and environmental impacts, the award positions Brazil’s deathcare sector in alignment with the highest global standards. Its categories span innovation, management, social and environmental responsibility, clear communication with families, employee recognition, and governance.

With each edition, the Quality & Excellence Award continues to act as a driver of transformation by strengthening the sector, inspiring new initiatives, and helping build an ethical and sustainable legacy in the care for the life and memory of loved ones.

In addition to honoring outstanding work, the award has become an important space for inspiration and knowledge sharing. The award ceremony, for example, offers a unique opportunity for leaders, managers, and representatives from across Brazil to come together, network, gain visibility, and learn collectively. The recognition given to award recipients not only enhances the reputation of the organizations involved but also sets new benchmarks for excellence within the industry.

This initiative reaffirms its role as a catalyst for best practices, encouraging the continued evolution of a vital – yet often overlooked – sector, one that plays a direct role in upholding human dignity and social connection. Through participation in these initiatives, the entire sector continues to move forward.