Fazenda Bom Jesus is a labor of love borne by the Oliveira family, which includes the couple Gabriel and Flavia, along with their sons Lucas and Gabriel Junior. The farm where Bom Jesus is grown has a long heritage in coffee culture going back three generations. It is a founding member of Alta Mogiana Specialty Coffee Association, which promotes a greater conscience with regard to speciality coffee in the region as well as developing better farm practices. The objective of the owners is to sustainably develop their region from a social and economic point of view. Performance bonus payments are also made alongside employees fixed wages. All employees on the farm receive specialized literacy training.