Born into a family deeply rooted in coffee, Matheus Cripa represents the next generation of Brazilian coffee industry. Growing up alongside his father, Reinaldo Rocha, Matheus has been immersed in the world of coffee production, learning firsthand the dedication and resilience required to thrive in this industry. With a strong foundation in finance and business management, Matheus plays a key role in the financial and strategic operations of the family’s coffee business. His expertise ensures the long-term sustainability and growth of their farms and milling facility, while also helping to optimise investments in innovation and quality-driven production. His father, Reinaldo, is a respected leader in Cerrado Mineiro, recognised for his commitment to his region, Araxá in Cerrado Mineiro, and for supporting local producers in specialty markets worldwide. Now, Matheus stands beside him, not only driving innovation and sustainability but also overseeing the financial health and strategic planning that keeps their operations competitive in an evolving coffee market.