Great-grandson of coffee growers, Felipe Croce never took interest in coffee until he was hired by an American roast company in 2007. In a reasonable enough abduction, the newly graduated in business administration and international relations rescued his ancestors’ passion and found himself immersed in this universe. And, attempting many experiments, he used his family’s old farm as a huge lab to consolidate this new occupation.
His farm, FAF, Fazenda Ambiental Fortaleza, counts on the partnership with around 80 micro producers who help him obtain special grains, radically changing the place that used to produce 15 thousand bags of commodity coffee. Today, it is an advanced roast research center.
His roaster is ‘Isso é Café’.
His business knowledge was also very useful; in 2015 the old belvedere at Nove de Julho Avenue was revitalized to open “Isso é Café” cafeteria, where, with the assistance of two gastronomy professionals, Felipe creates a window to his products, which have already won the world and chiefly São Paulo citizens’ hearts.
Isso é Café
Address: R. Carlos Comenale, s/n – Bela Vista, São Paulo – SP, 01308-080
Telephone: (11) 3554-5077
Opening Hours: Tuesday to Sunday: 10am to 8pm
Closed at Monday
