The year was 1902, when an Italian family from Bari, started an adventure aiming to build a new life. They jumped on a ship to Brazil and ended up in the city of Campinas to plant coffee. In 1908, the older boy started a booth at the city’s new market selling green coffee beans to final customers. What was special about this little business? He decided to roast coffee and to teach housewives how to do it properly. EDUCATING is in our essence from the very beginning.
He got married to a brave young lady and together, they’ve built a full service gourmet shop. But our link with coffee ends after a little while, when the family also starts to run a gas station. After the couple passes away at very young age, their older son has to take the family business and look after his younger brothers. Donato was his name. That’s when RESILIENCE, PERSISTANCE and COMMITMENT were imprinted to his business, and others that came further.
Young as he was, he could not keep the business working. And when this story was about to end, a man that Donato himself did not know offered his own house as bail so business could keep going. The man only mentioned he once knew Donatos’s parents and he was glad to help. If it was not for him we would probably be writing this story in a different way. That was when BELIEF, HOPE, SOLIDARITY and RESPECT to people were added to our values, reminding us we must always “payback” to society, for the chances we’ve had.
The Auto parts business grew with DEDICATION, PASSION, and above all, the sense of RESPONSIBILITY in doing our best to customers, employees and society. The family’s ENTERPRENEUR heart leaded them to invest back in the Agriculture in 1976. Daterra – meaning “From the earth” was founded. After a few farming tryouts, from cattle to avocados, we’ve bumped again in the bean that started this whole story: coffee.
Truth be told, we don’t know if coffee re-encountered us, or if we’ve unconsciously found our way back to it. The fact is that the journey in the meantime has taught us principles that even after all these years, are still present in every coffee bean we produce.
And we promise we will keep on writing this story as the world deserves: offering always the best we can to people and to our planet.