Luis Otavio Turati is a third-generation coffee producer working in the reknowned Cerrado region, outside the city of Medieros. His grandfather worked in coffee in Sao Paolo; his father, Jose Afonso, studied agronomy in the 1980s and began his own production operations shortly thereafter, specifically searching out a coffee-growing area above 1100 masl, with well-defined periods of rain. Novo Horizonte was established in 1999. His coffee-loving son, Luis Otavio, took over the quality department on the family farm in 2020, in order to better meet the demands of the specialty coffee market.
