Santo Grão (Holy Bean) began to offer a new variety of coffee for prices that were shockingly high by Brazilian standards, even by expensive-metropolis São Paulo prices. An expresso costs R$16 (equivalent to about USD $10), and in packaged form this coffee sells for R$100 (USD $60) per pound. In a country where a pound of good coffee in the supermarket sells for a tenth of that price, Santo Grão's price for this new variety was nothing short of shocking.
Itaí, in São Paulo State. The owner/farmer of Estância São Francisco is named João Antônio Garrote, and in November 2010, his estate's coffee was named the best in Brazil in the 7th annual National Coffee Quality Contest sponsored by ABIC - The Brazilian Coffee Industry Association. In that contest, Sr. Garrote's Catuaí-variety coffee scored 89 out of a possible 100 points on such factors as aroma, taste, acidity, body, balance and sweetness. Complete results of the scoring can be seen here (in Portuguese only).