Luiz Paulo Pereira

Luiz Paulo Dias Pereira Filho is a fourth-generation coffee producer rooted in the deep coffee culture of Carmo de Minas, in the Mantiqueira de Minas region of Brazil. His journey began in the family business, building upon the legacy established by his father, Isidro Pereira, who purchased the family's foundational land in 1967. After initially pursuing a career in banking, Luiz Paulo returned to his roots, eventually co-founding Carmo Coffees with his cousin, Jacques Pereira Carneiro, in 2007. This venture was born from a desire to address a perceived lack of appreciation for the unique, high-quality coffees produced in their home region, which they believed deserved a place on the global specialty stage.

Carmo Coffees evolved into a vital exporting and quality-development company that now supports more than 2,000 small- and midsize farm owners. By providing agronomic and sensory support, the organization has fostered a community-focused model that emphasizes high-end microlot production. This work has been instrumental in shifting the international perception of Brazilian coffee, moving it beyond traditional bulk commodities toward a reputation for exceptional, diverse, and terroir-driven specialty lots.

In 2015, Luiz Paulo established Fazenda Santuário Sul, an experimental farm designed to push the boundaries of what is possible in Brazilian coffee cultivation. Unlike traditional estates that focus on established regional varieties, Santuário Sul serves as a laboratory for global genetics. The farm is planted with varieties not typically found in Brazil, including Sudan Rume, SL28, Yirgacheffe, Laurina, and Geisha. These plantings are part of a deliberate strategy to bring a global perspective to the traditional landscape of Minas Gerais, testing how these exotic varieties perform under local climatic conditions.

Processing innovation is a hallmark of Luiz Paulo’s approach. At Santuário Sul and through his partnerships, he employs advanced techniques such as extended fermentation and meticulous natural processing on raised beds to highlight distinct fruit-toned profiles. This commitment to experimentation and quality control has earned him significant acclaim, including consistent success in the Cup of Excellence competitions and a reputation for being at the avant-garde of the specialty market.

His influence extends beyond the farm gate. In 2025, the Alliance for Coffee Excellence (ACE) recognized Luiz Paulo as one of the world's first 'Legends of Specialty Coffee.' This honor acknowledges not only his extraordinary cup quality but also his long-term commitment to promoting a more equitable and sustainable coffee industry. His work is frequently cited by international roasters as a benchmark for the 'New Brazil' movement, which prioritizes transparency, variety diversity, and technical precision.

For the roaster and the consumer, the name Luiz Paulo Pereira represents a bridge between traditional Brazilian heritage and modern, experimental specialty coffee. Whether through the established, high-quality output of the family’s traditional farms or the cutting-edge, variety-focused lots from Santuário Sul, his work provides a consistent standard of excellence. His story stands today as a testament to the impact of combining deep local knowledge with a global, forward-thinking vision for coffee production.