This is the 4th episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar. Our guest in this series is returning guest, Brazilian coffee Agronomist, Jonas Ferraresso and this series explores the state of the Brazilian Coffee Supply Chain in 2024. In this episode of the podcast series, Jonas and Lee delve into the challenges and transitions facing coffee producers in Brazil, discussing the impact of geopolitics and the generational shift in farming practices. Ferraresso provides insights into the mindset of coffee producers, the conservative nature of their approach, and the struggles with succession planning for small and medium holder farms. The conversation emphasizes the changing expectations of the younger generation, moving away from traditional farming towards innovative and sustainable practices such as Agroforestry, Regenerative, and Organic farming. The episode also explores the role of technology, climate change, and the potential future of coffee production in Brazil, touching on the importance of sustainability and the complex dynamics of international market demands. 00:00 Welcome & Series Introduction 00:39 Exploring the Mindset of Brazilian Coffee Producers 03:12 Generational Shifts in Coffee Farming 07:56 The Future of Coffee Production in Brazil 11:23 Sustainability and Regenerative Agriculture Trends 13:06 The Complex Puzzle of Coffee Farming's Future 14:13 Certification and Global Standards in Coffee Production 16:27 Closing Thoughts and Next Episode Teaser Connect with Jonas here: https://www.linkedin.com/in/jonas-leme-ferraresso-b5391027/ https://www.instagram.com/jonascoffeeagronomist/ •••••••••••••••••••••••••••••••• The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar https://www.mapitforward.coffee https://www.instagram.com/mapitforward.coffee https://www.instagram.com/leesafar •••••••••••••••••••••••••••••••• This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops