Located in Minas Gerais, the Mantiqueria de Minas area was the first to get a geographical indication in the Brazilian coffee industry. This fresh approach, akin to ‘terroir’ in the wine industry, is redefining how people view specialty coffee from Brazil. Ascarive itself has around 45 members. Ascarive source from a number of farms that also grow competition microlots at the highest altitudes and so employ the same quality mindset across their entire estate. In an area that has received multiple awards within the Brazilian coffee industry for years, it’s not surprising that its own internal quality competition has arisen.