FJ: What lead you to create your company?
MC: I am from Brazil (a country responsible for 1/3 of all coffee in the world) and grew up going to my uncle’s farm. My family and I were always in nature, and we would have a big breakfast with freshly baked cake and milk recently extracted, still warm from the cow. The coffee fresh roasted was also a must on our table.

Then after graduating college, I was helping my ex-boyfriend with a project where I fell in love with the specialty coffee world. I learned everything I could, I attend workshops, and events and visit coffee producers and associations for a better understanding of the business.

FJ: What was your key driving force to become an entrepreneur?
MC: Several personality tests, a 3-month career coach program, and my manager's feedback stating I am “insubordinate”, that I took as a compliment.

Also, working at HNWI as an investment banker I’ve noticed that all the wealthiest and nicest clients were business owners

FJ: What is your favorite aspect of being an entrepreneur?
MC: Freedom and the opportunity to choose what is best for me.

FJ: What are three of your company’s goals?
MC: 1. Women Empowerment
2. Make specialty coffee widely known (a lot of work so no waste)
3. Contribute to the life quality of my team. They will work from anywhere, how they want, dress as they please, with no hourly pay - as long as I have the expected results.

Veronica Miller, Mitra Coffee™FJ: What thoughts would you give to others who have similar aspirations?
MC: There is no such thing as the right time. The right time is now and 10 years from now you would wish you started today.

FJ: What challenges have you encountered?
MC: I thought I liked marketing, I don’t. I need to hire a marketing specialist that is passionate about it.

FJ: What are your responsibilities as the business owner?
MC: I’m a solopreneur so all of them.

FJ: Why will customers stay or do repeat business with you?
MC: Because of our business principles and values. Our quality, the concept and the costumer service are different than all others I’ve seen.

FJ: What is unique about your business?
MC: Knowledge about my product source and the producers (that only speaks my na:ve language).

FJ: Who inspires you?
MC: Oprah, Gelma Franco (Il barista), Camila Coelho, Coco Chanel.

FJ: If you had one piece of advice to someone just starting out, what would it be?
MC: Educate yourself, work on your childhood wounds, know your WHY.

FJ: What a great response...it gives us all something to think about. We look forward to having you as one of our premier roasters!

xoxo - FJ

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