Coffee cultivation at Fazenda Sertão dates all the way back to the first stages of coffee growing in Carmo de Minas. José Isidro Pereira was practicing as a dentist until he inherited Fazenda Sertão from his mother after her passing in the late 1940's. José met his wife Nazareth shortly after and settled their family at Sertão.The farm is now managed by Joséand Nazareth's children: Francisco, Luiz Paulo, Glycia, and Sandra.

The farmland is 270 hectares, and the coffee is planted on hillsides with slopes up to 50%. This is an important note, since the crop can avoid frosts which are common to the region's winter months, resulting in a more uniform ripening as well as protection against fungi infections due to the lower relative humidity.