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PATROCINIO, Brazil – In the heart of Brazil’s Cerrado Mineiro region, where coffee is more than just a crop, family succession is increasingly shaping the future. At the Cerrado Coffee Growers Cooperative (Expocacer), which brings together over 700 producers in the area, this topic is considered strategic.
“Ensuring the new generation’s entry into these activities isn’t just about securing the future of our cooperative members; it’s also about preserving the legacy of coffee farming in Cerrado Mineiro,” explains Simão Pedro de Lima, the cooperative’s Executive President.
The challenge of continuity
Succession is a hot topic in the agricultural sector. According to a study on governance and asset management in agribusiness families by Fundação Dom Cabral and Valério, over 80% of active rural businesses are still led by their founders.
Among those that have transitioned, only 41% reached the second generation, 16% made it to the third, and less than 1% remain under the command of the fourth generation or beyond.
Family succession was identified by 26% of respondents as one of the main challenges faced by Brazilian agribusiness families. However, the situation in Cerrado Mineiro is different: the culture of continuity is deeply rooted in the properties, which have sought to plan the transition in a structured and proactive way, leading to a growing interest from young people in the family business.
Two paths, one root
It’s in this context that stories like those of Gustavo Ribeiro and Alan Michel Batista, both Expocacer cooperative members, vividly embody the spirit of family succession in rural areas. Although their journeys are different, they share the same commitment: to continue the family legacy with innovation and purpose.
Gustavo grew up in the farm. From a young age, he accompanied his father, Lázaro, in the fields and quickly understood that his future would also be there, but in a transformative way. Today, he leads a professional and technologically advanced operation at the farm.
“My generation grew up seeing a more refined and professional agriculture than previous generations. Today, many of us want to return to the countryside with a desire to do things differently, based on data and innovation. For me, the secret of succession in business is mutual respect, with this key element, my father and I were able to make the transition smoothly and professionally.”
Alan, another member of the cooperative, didn’t plan on taking over the property so soon. He was studying Physical Education when his father’s passing brought him back to the farm. With the emotional support of his mother, Alan accepted the challenge. “She felt it was the right time to pass the mission on to me, but she’s still by my side, always ready with an advice,” he says.
Gustavo represents a gradual and planned transition, while Alan embodies the urgency of legacy. Both manage their properties with a focus on sustainability. For example, Alan highlights that some of the practices he has been implementing have doubled the farm’s productivity, activities such as rainwater harvesting, soil cover, the use of biologicals, and plant sunscreen have been part of these results. On his land, Gustavo has been also investing in smart irrigation, process digitalization, and internationally recognized regenerative management.
A new perspective on the countryside
Despite their different paths, there are clear points of convergence between the two young producers: both see the new generation as more open to innovation and connected to sustainability, also they feel better prepared to deal with the climatic challenges that pressure production.
“The new generation grew up seeing this development. Young successors seek to innovate, find renewable sources, and implement sustainable practices, which is essential for contributing to the businesses and the environment,” Alan emphasizes. Gustavo reinforces that “the regenerative practices that are gaining recognition today have been adopted here for many years. The difference is that now we have technology and data to prove this commitment.”
“I see Expocacer as a bridge between generations. The training programs, technical assistance, and sustainability support were fundamental for the smooth transition here in the farm,” says Gustavo. Alan also recognizes the cooperative’s role in connecting and supporting his journey.
Incentives
Programs like “Teens do Café” (Coffee Teens) and “Elas no Café” (Women in Coffee) encourage the participation of young people and women in rural management.
The partnership between Educampo, from Expocacer, and Sebrae (a Brazilian organization that supports small and micro-businesses, by offering technical assistance, specialized consulting, and personalized diagnoses), will offer an exclusive ‘Successor Preparation’ course for cooperative members who want to prepare for family succession with technical knowledge, management skills, and purpose. It will be five months of learning with expert instructors.
“Innovation is the bridge that connects the countryside to the future. Young people have an affinity for technology, and when we show that coffee farming involves automation, market intelligence, and sustainability, we awaken a new interest in them,” highlights Simão Pedro.
Simão adds: “The future of coffee farming involves digitalization, true sustainability, and the involvement of families. We don’t see obstacles, but natural challenges in this process, such as aligning visions and making space for new ideas. And Expocacer works hard for that.”
At the root of every flourishing crop, there’s a story that reinvents itself. And it’s in this blend of tradition, courage, and innovation that family succession continues to drive a more regenerative, professional, and promising coffee farming in Cerrado Mineiro.
About Expocacer
Created in 1993 and located in Patrocínio, Minas Gerais, the Cerrado Coffee Growers Cooperative (Expocacer) promotes the quality of coffees and the work of its members in Brazil and worldwide through relevant socio-environmental initiatives and the economic development of the entire region.
The cooperative’s infrastructure includes two warehouses with a capacity of over 1 million bags. Currently, it serves more than 740 producers, exporting to over 35 countries across 5 continents.
