Pedro Veloso is a third generation coffee producer. His family has been producing coffee in this privileged area for over 160 years. For the municipality of Carmo do Paranaíba, his activities are of great importance.
This is due, among other things, to the fact that it is a very advanced estate with a high yield capacity: It is irrigated by a drip system with water intake from dams and reservoirs, and has its own administration, workshop and quality laboratory. Pedro Veloso lives on site himself and structures his daily routine according to what happens on each farm. He spends his early mornings visiting the farms and overseeing harvesting and processing. Later in the day, he takes care of business by going to the trading room in Carmo, where he personally handles calls with international customers.