The History
Fazenda Aleluia was initially acquired by José Rodrigues Alves, in 1944, as a small plot of land. Over time, it transformed into a coffee-producing unit, as it remains today. In the succession of its administration, his fourth son, José Brasil Aguiar Rodrigues Alves gradually acquired his siblings' shares. With experience, hard work, and dedication, he began coffee production in 1962. The planted area gradually expanded until it came to represent 60% of the farm’s total area.

Technology in Our History - Center of Development
José Brasil always positioned himself as a pioneering producer, ahead of his time. He was the first to implement chemical fertilization in the region, carry out phytosanitary control, and take risks with new post-harvest technology projects.

In 1974, he installed a mechanical coffee dryer on the property, one of the few in the region. The following year, another dryer was introduced, strengthening the farm’s potential and greatly assisting in harvest efficiency.

With the gains from coffee cultivation, he ensured the livelihood and education of his large family. In 1992, still full of vitality, he began the transfer of the farm to the third generation, donating all the areas he owned to his nine children, who then formed a partnership. After years of working together, the natural division of the company began.

His eighth son, Ismael Nogueira Rodrigues Alves, who from the beginning took on the management and administration of the property, led the succession process by acquiring his siblings' shares and continuing the cultivation and growth of coffee production.

Family and Tradition
Fazenda Aleluia has become a development hub for mechanization in coffee farming and a technological showcase. It was one of the first properties in the municipality of Franca to carry out mechanized coffee harvesting and later one of the first to implement mechanized sweeping experimentally.

Fazenda Aleluia became an innovative technological hub, while still maintaining the family tradition of closeness and friendship with its team of employees and collaborators. One of its main priorities has always been care and affection for the worker.

An example of this care is the presence of generations of employees on the property. They have participated in the farm's progress since the beginning of coffee cultivation to the present day, passing on knowledge and achievements from father to son for over 40 years.

This team spirit shows how Fazenda Aleluia evolved from a traditional farm to agribusiness entrepreneurship while preserving its social values.