Some stories are written on paper while others are written on the land.

Veloso Green Coffee is the latter. Our history didn’t begin with a business plan or a brand strategy. It began with a man, a piece of land, and a belief that coffee could be more than a livelihood. It could be a legacy.

More than 50 years ago, Sr. Paulo Veloso began building what would become one of the most respected coffee families in Carmo do Paranaíba, Cerrado Mineiro. Through years of harvests, cycles of rain and drought, late nights and early mornings, he cultivated not only coffee, but resilience. He passed that resilience down to his son Paulo Jur. and today, through the third generation, the story continues.

Coffee as a Family Language

For our family, coffee is not just a product. It’s a form of communication. It’s how we work, celebrate, disagree, rebuild, and dream.

From our farms to our warehouses, each step holds a piece of our family history:

• Hands that planted the first seedlings.
• Eyes that learned to read the land like a book.
• Voices passing knowledge through generation instead of instruction manuals.

This is not tradition standing still, it is tradition evolving.

Where Heritage Meets Innovation

Legacy is not about repeating the past because it is about expanding it.

As the family moved into its second and third generation, our focus evolved from farming to exporting and relationship-building with roasters across the U.S., Europe, and Asia. We became not only producers, but storytellers that represent Cerrado Mineiro.

To honor this evolution, we developed three new coffee lines that represent a chapter in our family story:

Coffee Line	Meaning
Essência	This is a foundational coffee with timeless blends built for consistency, sustainability, and daily excellence.
Herança	These are estate coffees that represent who we are and where we come from.
Legado	This is the future with microlots that express innovation, rarity, and forward movement.

Each one is a tribute to the family, friends, and community that built Veloso, and the one that continues it.

And This Is Just the Beginning

50 years brought us here and the next 50 will take us somewhere new. We invite you to be part of this journey to roast Veloso, to taste Cerrado Mineiro, and to continue writing this legacy with us. This story started in our land and now it continues in your roastery.