Joaquim Ribeiro de Almeida, from Santa Cruz petite estate, shares a rich and passionate history in coffee farming, rooted in his family for generations. Raised among the coffee fields, his family already had an intimate relationship with the land and its plantations, so he helped with field tasks from a young age during school vacations.

Over the years, the Almeida family faced significant challenges, from frosts to droughts, but always found ways to overcome them. As time passed, the pursuit of excellence in production led Joaquim to invest in knowledge, attending technical courses in coffee farming and implementing innovative changes, such as planting more resistant varieties and diversifying crops on the property.

For Joaquim, coffee farming is not just a business; it's a way of life based on values such as respect for the land, community, and family tradition. He believes in the importance of family succession and passing on the values of coffee farming to future generations, and his children already observe and learn the trade secrets.

Despite the challenges posed by climate change, Joaquim is committed to preserving the environment and adopting sustainable practices in his production. In addition to coffee production, he also cares about the positive impact on his community and dreams of seeing his region recognized for the quality of its coffees, elevating not only his farm but also its entire surroundings.