Cerrado Mineiro is a large region in the state of Minas Gerais in south-eastern Brazil. The region’s farms sit between 800 and 1,300 masl., and are predominantly flat. There are well-defined seasons which means cherries typically ripen at the same time. These two factors combined means farms favour mechanised harvesting. It is also the first region in Brazil to receive protected Designation of Origin status, meaning coffee labelled “Cerrado” has to actually come from Cerrado.
Bringing the dream of producing food on a large scale, Inácio Carlos Urban became one of the largest agricultural producers in the country and today along with his sons, members of the second generation, presents its brand. He won 2nd place in the Rainforest/Imaflora contest in natural category and also the 3rd place in the contest of V Region of the Cerrado Mineiro in the natural category as well.