An economist who wrote a graduation paper on “Costs of producing coffee in key selected countries” and holds a Master’s Degree on economics and finance, João Alberto is the director of P&A trading and consultancy, which assists Pinhalense and Carmomaq in their sales outside Brazil. As part of his work, João has visited Ethiopia, Vietnam, Colombia and Uganda, just to mention some of the largest coffee producing countries and made coffee-related presentations in producing countries as diverse as Peru and India besides Brazil itself. Before that he was the trader in charge of Africa, one of coffee machinery manufacturer Pinhalense’s main markets abroad.