Speech Title : "Commercial to Specialty, The new movement of Brazil Coffee"
As he was born in the coffee farm, Jose Francisco Pereira has lived with producing coffee closely. He started his coffee production in "Monte Alegre' which is the traditional coffee farm in Brazil with long history and worked in for 44 years. Since 1990s, he has focused in the producing specialty coffee. Now he is working at 'Monte Alegre Company' for the Director and he was also the president of BSCA(Brazil Specialty Coffee Association) as one of the founding members.
World Coffee Leaders Forum Organizing Committee
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