Working in the fields was part of José Augusto's childhood. With his parents, he went to the plantations every day and learned to like the work, which he entered at a very young age.

In adulthood and already married, José Augusto took another path and became a merchant. However, his love for the land spoke louder, and with the help of his family, he invested in land for planting coffee.

The challenges were many and still exist, motivating the coffee farmer to seek innovations, technology, and process improvements to achieve quality. Today, he counts on the help of one of his sons in managing the plantation and hopes that this love for the land, and even more so for coffee farming, will endure and extend to future generations.