The region is in the south-east of Minas Gerais, more recently known by Alta Mogiana Mineira, one of the traditional regions that produces the best coffees in Brazil. This region stands out by the combination of altitude and average temperature during the year, thus presenting high content of natural sweetness. The altitude in this region ranges from 1080 to 1270 meters above sea level.

This farm belongs to Laerce’s sons, Jean Vilhena Faleiros and Elvis Vilhena Faleiros. He also introduced innovative techniques for flavor development at the coffee cleaning and drying stages (pulp natural and raised beds) and organic fertilizing techniques that are built in the farm.