The frost in Paraná forced João’s family to leave the state in search of better production conditions in other regions. It was João’s father, Mr. Gonçalo, who first discovered Araguari and fell in love with the coffee plantations he saw at the end of the 1980s, eventually bringing the whole family there.

Today, João, his father, and two brothers manage the plantations and share the love for coffee inherited from their father, who has been a coffee grower for over 60 years. João emphasizes that the Cerrado offers the ideal conditions for producing high-quality coffees and that daily care at every stage is essential for continuously improving their coffees.