Between the moment a farmer hands over their crop, to the moment a barista hands a customer a cup of that same coffee, there is a complex system that will either bring hope and equity to those most vulnerable, or reinforce the hopelessness that is too common with those who cultivate the coffee we love. Today's guest grew up seeing this hopelessness on her families farm and decided to do something about it.  I am so excited to welcome to the podcast a leader in innovative trade models and the owner of Peixoto Coffee, Julia Peixoto Peters! Julia Peixoto was born and raised in a coffee farming-family in Southern Brazil watching her father and relatives give their lives to produce the best coffees they could but, when it was time to sell those coffees, they were at the mercy of the ups and (mostly) downs of the commodities market. Julia wanted to do better for her family and farmers in her region, changing the equity of the coffee trading game from the middleman to the farmers, who bear the brunt of the risks involved in farming and harvesting coffee.  Julia and her husband Jeff left their promising corporate careers to start Peixoto Coffee in Arizona in 2015 to produce, import, roast, and bring to the market coffees farmed at their own family-farm, challenging the status-quo of the market and the traditional profiles expected of Brazilian coffees. We discuss: Julia's life on the coffee farm The hardships producers face Leaving her career for her higher calling in coffee Developing skill and finding mentors Running a coffee shop with a deeper narrative The first steps in vertical integration  The challenges of leadership and importance of systems Having faith that you can figure it out Sustainable relationships and long term commitment Hiring staff to represent the vision and story Links: www.peixotocoffee.com Instagram: @peixotocoffee    Related episodes: 288 : The Truth behind Cheap Coffee w/ Karl Weinhold 335: A Better Business Model for Coffee Farmers w/ Thaleon Tremain of Pachamama Coffee 413 : Coffee Education and Training at Origin w/ Fabiola Solano of Soy Barista 348: Founder Friday! w/ Benito Burmudez of Cafe Unido, Panama City, Panama! Hire Keys to the Shop Consulting to work with you 1:1 to transform your operations, quality, and people. Schedule a free discovery call now! https://calendly.com/chrisdeferio/30min Thank you to our amazing sponsors! Get the best brewer and tool for batch espresso, iced lattes, and 8 minute cold brew! www.groundcontrol.coffee   The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com