Working in the fields was a part of José Augusto’s childhood. He went to the plantations every day with his parents and developed a love for the work, entering the field at a very young age.

As an adult and already married, José Augusto took a different path and became a merchant. However, his love for the land prevailed, and with the help of his family, he invested in land for coffee cultivation.

The challenges were many—and still exist—motivating him to pursue innovations, technology, and improvements in processes to achieve quality. Today, he manages the farm with the help of one of his children and hopes that this love for the land—and especially for coffee cultivation—will endure and be passed on to future generations.