Paulo Henrique, Jéssica and Laís are the third generation of farmers of the Machado Cruvinel family. Together they lead their coffee farms preserving the original family values, through hard work, responsibility, and long-term stewardship of the land.
Established in the Serra da Canastra region, the family produces exclusively 100% arabica coffee. Including different varieties such as Bourbon and Arara. The Serra da Canastra terroir and altitude profile allow slower cherry maturation, contributing to higher cup quality, structure, and consistency.
Beyond production, the Machado Cruvinel family plays a meaningful socio-economic role in Medeiros, a small municipality with a strong agricultural economy.
For the Machado Cruvinel family, coffee is not just a crop, it is the continuation of a multi-generational agricultural history built step by step in Medeiros.
The history of the Machado Cruvinel family began with Deusdedit Elias Machado and his wife, Isaura. Together they built the foundation of the family’s legacy through humble and resilient rural work. He first started selling chickens and later dedicated many years to collecting, producing, and commercializing cheese. Establishing the economic base and values of discipline, perseverance, and deep respect for the land that continues to guide the family today. Alongside him, Isaura contributed through her own business in clothing and haberdashery, strengthening the family’s entrepreneurial culture from the very beginning.
With his support and on family lands, the next generation, José Carlos Machado, their son, and Weber Leite Cruvinel, their son-in-law, alongside their wives Laurice and Lúcia, initiated the agricultural expansion that would shape the family’s trajectory. In 1978, they began coffee cultivation with just 11 hectares, marking the formal beginning of the coffee history within the Machado Cruvinel legacy.
Over the decades, through continuous reinvestment, technical improvement, and long-term commitment to rural development, the operation expanded from those initial 11 hectares to approximately 850 hectares under cultivation today. This growth reflects a gradual and structured evolution rather than sudden expansion, combining inherited field knowledge with modern agronomic practices and increasingly rigorous quality protocols.
Throughout its history, the family diversified its activities according to regional needs and opportunities. They worked with grains, cattle, and local commercial ventures such as a fuel station, in addition to forestry development and agricultural enterprises that contributed to the economic dynamics of Medeiros. While some activities evolved over time, the core connection to land production remained constant.
We work directly with established Brazilian producers whose families have cultivated land and agricultural products for generations. Our main partner, Machado Cruvinel family farms, is located in the Serra da Canastra region, Minas Gerais, Brazil. Operating at elevations reaching up to 1,250 metres above sea level, where slower cherry maturation enhances cup complexity, sweetness, and consistency.
Serra da Canastra, Minas Gerais, Brazil
2024
Top 3 best coffee of the Serra da Canastra region – Nucoffee
2025
Top 10 best coffee of the Serra da Canastra region – Nucoffee
It combines Brazil’s reliability with a distinct micro-terroir that feels far less conventional than the large, flatland regions the market is used to.
What truly sets it apart isn’t just altitude but its character. The region sits within a protected natural environment. Surrounded by native vegetation and mineral-rich soils that influence both farming practices and flavor expression. Farms here are often smaller and more hands-on, where selective picking and careful processing are not marketing points, but practical necessities shaped by the terrain.
In the cup, this translates to structured sweetness, vibrant acidity, and subtle fruit complexity. For this reason, coffee feels precise rather than generic.
Serra da Canastra provides more defined Brazilian coffee with elevation, identity, and unmistakable distinction.
“Crafting stories one cup at a time!”
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