It was always my parents’ dream to produce coffee differently, in harmony with the planet. They took part in the same agroforestry project as Geraldo back in 2020. Back then, the NGO running the project told my parents that an organic certification would help them get a higher price for their coffee. It takes three years to obtain organic certification, during which production falls. Organic production reduces yields compared to using conventional agrochemicals. At the same time, the certification itself costs money. In the end, my parents were unable to find buyers for organic certified coffee and were paid the same as they would have been paid for non-organic coffee. Producing in a planet-positive way just made my family worse off. With Curu, we can work in harmony with our planet and get rewarded for that work.