A third generation
coffee grower, Jose Vido is brewing with passion. Growing
up on his father's small plantation in Brazil, he inherited
an admiration for quality and handcraftsmanship, ideals that
he brings to every blend. In 1986, Vido moved to Minnesota
to study English and attend college, hoping to one day continue
his career as a swimming coach. But mastering English took
a little longer than he expected, so he began working as
a waiter, enabling him to import his father's coffee to some
of Minnesota's top restaurants. After an enlightening marketing
internship at Aveda Corp., Vido and a fellow waiter started
a coffee-importing business. In 1996, however, he decided
he needed to be closer to the consumer, bought a "teensy" 5-pound
roaster and started MorningStar Coffee in a 2,500 square-foot
space in St. Paul's Midway. Today, he delivers his same passion
to the environment, making his company and coffees more eco-friendly
from process to packaging.
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