In the region of São Francisco de Paula, the average coffee farmer is simple. It is almost always ladies and gentlemen older than 50 years, without education, having dedicated all their life to cultivating coffee. Many of them never received any technical guidance or support in marketing their products. They apply chemical products in an inadequate way and at an unfortunate time, often reusing the packaging to transport food or water for human consumption.

Combating these practices has immediate effects, and is fundamental to establish a relationship of trust between the project and its beneficiaries. The visible success helps creating a favorable partnership as a basis for implementing following measures - each of which means considerable assistance to the coffee farmers in the region.