Past

Lot 0648/60 - Veloso Absolute Blend - 16/18

Fazenda Santa Cecília
Arabica

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Origin
Brazil
Producer
Fazenda Santa Cecília
Variety
Red Catuaí, Yellow Catuaí, IPR 100
Process type
Natural/Sun Dried
Harvest period
July, 2020 - July, 2020
Algrano's cupping score (SCA)
84.0 points
Updated October, 2020
ID
BR-382-202007
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The coffee story

My family has been involved in coffee since 1975. Back then, my father Pedro Humberto began buying and warehousing coffee to sell. He had been trading beans up to that point. His decision coincided with the two frosts in the Southern state of Paraná, then the biggest producing region in Brazil, that forced growers to sell their land and move to the Cerrado area in Minas Gerais.

My father, Pedro Humberto Veloso



At the time, there were many Japanese families growing coffee in the South and the Japanese government subsidised them in buying land at Cerrado. Because of the frosts, the price of the coffee went up and my father managed to get a really good value for the stock he had. He has always been savvy with business and this was the perfect opportunity. This is how he bought the family’s first farm in 1977. Our company Veloso Coffee, however, was still decades in the future.

Bit by bit my father grew his business by buying farms and expanding his warehouse. He has been very focused on traceability and sustainability from day 1 and our farms were among the first ones in Brazil to become UTZ certified in 2004. It was a big investment that only started paying off (I mean financially) in 2009. We are also very active in our community, supporting orchards in the local school, local football clubs, an old people’s care home and a program of our church for children in need. This year, due to COVID, we also donated a reasonable amount to the local hospital.

Veloso likes to deal directly with roasters. We do business in a serious and responsible way. We want our buyer to know who we are and we don’t always get that if we work with traders. Of course, there are traders who tell everything about us and what we do, but not all. Two years ago I met a dealer who bought from us for many years and, in talking to him, I realized he didn’t even know where we were! For us, communicating our history is a matter of principle. We want our family to be recognized for the work we do and we want our clients to understand how we operate. A clear example of why: transport from Cerrado to the port of Santos (Carmo do Paranaíba - Cerrado to Santos is 771 Km) costs much more than from South of Minas (Varginha - South of Minas to Santos is 389 km), due to the distance. So if our coffee is a bit more expensive, we want people to know why they are paying what they are paying.