Brazil
Cerrado Mineiro
José Serra Neto
Morro Alto
Arara
Washed
June-July
50% chocolate, Almond Butter, Caramel, clean, Dark Chocolate, Dark Fruit, Hints of Oranges
1000 meters
N/A
60 kg
USA - New Jersey - CTI
The story of José Serra Neto begins long before he was born. He is the fourth generation of a family that has lived coffee farming for more than one hundred years, ever since his great-grandfather cultivated coffee in the mountains of South Minas. It was there that the family’s tradition took deep root.
Decades later, in his father’s generation, the family made a bold decision: to sell their farm in South Minas and start over in the Cerrado Mineiro. The move was encouraged by a brother-in-law, who at the time was the president of a local coffee cooperative and saw in the Cerrado a new frontier for high-quality coffee.
As the years went by, new achievements followed. The family expanded their properties not only in the Cerrado, but also in the Alta Mogiana, strengthening their presence in two of Brazil’s most emblematic coffee-growing regions. When José Serra Neto’s father passed away, it was up to him and his siblings to keep the family legacy alive—and that responsibility soon became their greatest passion.
Today, José Serra Neto is fully committed to producing coffees of exceptional quality. He oversees every step of the process, always striving to elevate the standard. He relies on advanced machinery, concrete patios, farm certifications, and, above all, an unwavering commitment to sustainable practices that respect the environment.
The Cerrado Mineiro region, located in northwest of Minas Gerais State, is a world-recognized, high-quality coffee producing origin and became the first Protected Geographical Indication in Brazil in 2005, with full Designation of Origin in 2013. A strong characteristic of this region is its well-defined seasons—a hot, wet summer followed by a pleasantly dry winter. The dry climate during harvest eliminates potential problems with humidity during the drying process.
Minas Gerais is Brazil’s principal agricultural state, and the Cerrado is home to many of the country’s celebrated coffee estates, with expertise in planting, harvesting, drying, and sorting. We love Cerrado coffees for their big body, rich chocolate notes, and velvety texture when pulled as espresso.
Today, the area’s 4,500 farmers produce a combined average of 6 million bags per harvest, with an average of 35 bags per hectare. To reach these production levels, producers had to first adapt to the region’s conditions. Coffee farmers first arrived in Cerrado in the 1970’s, after being pushed out of the state of Parana by frost and out of the state of Sao Paulo by nematodes. They found the soil in Cerrado to be very acidic, which they rectified with the application of calcium to create the healthy soils they enjoy today.
Cerrado coffee farms are cultivated in areas with elevations varying between 800 and 1,300 meters above sea level and are known for consistently producing high quality coffees with a repeatable profile. Independent of farm size, the spirit of professionalism is present throughout Cerrado’s coffee producers. Entrepreneurialism is part of farmers’ DNA, and many producers are second or third generation growers who also hold degrees in agronomic engineering, business management, and administration. While each family narrative is different, Cerrado is characterized by an enterprising attitude.
