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STiR coffee and tea 49 SALIM ARIA NOUSH (Ltd) Expertly Brings You The Best Of Iranian Teas and Herbals. ISO 9001:2008 Certificate. I ISO 10002:2004 Certificate. I HACCP Certificate. I HALAL Certificate. I info@ salimaria.com Tel : +98 21 5589 4000 I Fax : +98 21 555 900 15 visit salimaria.com goal was producing quality coffee for Nobletree's roastery. The plan was so successful that the company purchased a second farm – Monte Verde, located in Carmo de Minas (also in Minas Gerais state) the following year. After three successful harvests, green coffee production is sufficient to meet in- ternal requirements and support several external coffee buyers. "Historically, an average of 35% of our specialty coffee goes to the Nobletree roastery in New York City," said Holcomb. "We also sell coffee to medium and small roasters in California, New Zealand, and London. However, we always reserve the best beans for New York for our own opera- tion. Let's say that great coffee stays in the family," he said. The remaining coffee stays in Brazil. "Part of it is negotiated with Suplicy coffee shop chain and the rest of our good coffee is dedicated to local contests," explains Holcomb. The company was recognized at last year's Cup of Excellence competition. "We got the 11th place with coffees from Santa Izabel, which made us really proud," he said. Challenges with climate, insufficient plant nutrition, and simply spilling the beans during harvest can result in quantities of low quality coffee. This is normal in any farm. Nobletree sells coffee that scores less than 80 points (using the Specialty Coffee As- sociation of America's cupping methodology) in the Brazilian internal market with the help of a local broker. The firm has learned to monetize every bean it grows. The 100-year-old Santa Izabel farm formerly produced milk, beef, and horses More than 16 coffee varietals are planted on the farm