Frost in Paraná forced João’s family to leave the state and look for better production conditions in other regions. It was João’s father, Mr. Gonçalo, who first discovered Araguari and fell in love with the farms he saw at the end of the 1980s, bringing the whole family along.

Today, João, his father, and two brothers manage the farms and share the love for coffee inherited from their father, a coffee grower for over 60 years. João points out that the Cerrado provides the ideal conditions for high-quality coffee and that daily care at every stage is essential for producing even better coffee.