Ademir Francisco Pereira - Sítio Bela Vista

Bela Vista is located in the town of São Gonçalo do Sapucaí bordering the town of Campanha, in the South of Minas Gerais. The altitude helps us a lot. This coffee comes from the highest part of the farm at 1270m. The air is cool and gentle. The plot is new too. We bought it 7 years ago. 

Before Bela Vista, we were not full-time farmers. My father inherited a tiny piece of land (1 hectare) and we started growing coffee on it. Most of the time we were still picking at the neighbouring farms. It was only when we started harvesting our own that we became able to put some money together to expand. And now we have pickers working for us.

This year’s harvest was a blast. Maturation was good and so homogenous that the pickers who work with me had a laugh. My farm is too steep for mechanical harvesters, so I always bring folks from the North of Minas Gerais to pick coffee and host them for 3 months. This year, with COVID, they all had to self-isolate when they came, but the weather was a blessing. The rain patterns were perfect, with just a little bit of rain at the end of the drying season.

History
When we acquired Bela Vista, we had already heard that higher altitudes were better for the quality of coffee. They are also harder to manage because of the plot inclination and they tend to produce less. That actually made them cheaper at the time. When we bought Belva Vista it was cheaper than the lower altitude plots and it was all we could afford. The irony!

I started working with specialty coffee around 2010. It was thanks to my friend Alessandro, who was the first place in this competition. At the time, he was the president of APAS Coffee. Two years after I started I gave up. I couldn’t see the results and thought nothing of the project. Alessandro came to me and insisted that I carried on. That I had good coffee. “You have to believe in it,” he said. So I did. And I’m happy about it. When I saw the results of Algrano’s competition I texted Alessandro straight away. “I owe it to you,” I said.

Slow, steady, together
Since then we sold coffees to other countries and began seeing clients ask for bigger quantities.  We also have qualified to some local competitions and got really good prices for our coffees. “Slow and steady will get you to where you want to go.” That is the saying. This is how it’s been for us. Coffee is a long term investment. I see people jumping on coffee because they saw some farmers making some money but they don’t last. They don't think about all we did back then, in the early days. 

I also need to thank my family. Togetherness is what got us through. We have our plots together and we look after them as one. Many farmers fail in this because they are stubborn and try to do everything by themselves. We share each other’s losses and, of course, the gains.