Since 1994, José Roberto is involved in the coffee industry, at the beginning just producing commercial coffee without any idea about specialty coffee. A couple of years later he bought Lo De Morales Farm as a project dedicated to produce specialty coffee. In 2024 he began his business relationship with Belco, thanks to Markos and his complete willingness to work with new producer.
He learned how to produce coffee thanks to his family. However, that is only a small part of the whole chain, along the years he has been learning what is the impact of each step in the whole chain. Being a coffee producer is an everyday challenge, Nevertheless, José Roberto is so proud to produce specialty coffee and the most interesting part of it is cupping the coffees.
His main challenge is the legacy. José Roberto is a producer and father as well and has noticed there is not that much interest to keep producing coffee for the new generations. The future of the coffee industry is in the specialty coffees. This is why José Roberto isI working every day to make better coffee!