Meet João Pedro Ferreira Toti who transformed his passion for coffee into expertise and has already established himself as a dynamic and passionate brewer in the Portuguese coffee scene. Originally from Brasília, Brazil, João now calls Porto, Portugal, home, where his dedication to coffee culture continues to flourish. His professional roles are as diverse as his talents, working remotely in finance and back-office operations for Sargento Martinho, a coffee roasting company, while actively brewing filter coffee at Cru Creative Hub—a unique space that blends coffee, independent design (Cru Loja store), and coworking.
João’s competitive accomplishments highlight his talent and dedication. In 2024 alone, he became a finalist in the Portuguese Brewers Cup, won 1st place in the Hario Games at World of Coffee in Denmark, and secured 2nd place in the Filtrado Pro during Madrid Coffee Fest. These achievements follow his earlier success in 2023, where he claimed victory in the Hario Brewers Cup Portugal at Porto Coffee Week.
Looking to the future, João will focus his passion for education and community on an exciting new venture: Capybaras Coffee. Launching this year with his fiancée Bianca, this project will feature cuppings, pop-ups, and workshops designed to promote specialty coffee and brewing techniques for enthusiasts and professionals alike.
For João, coffee is more than a beverage—it’s a medium of connection and warmth. His story is one of dedication, community, and an enduring love for the art of coffee.
João, what is your first memory with coffee?
My first memory of coffee is related to my parents when I was a child. My mother used to make coffee for them every morning and after lunch and keep it in a thermos, with them drinking a little throughout the day.
I remember that in the house where I lived, there was a coffee tree. I got to try those red cherries a few times and occasionally asked my mother how that fruit turned into that drink that seemed so different. And I asked if we could somehow roast those beans to make our coffee. Despite living in a coffee-producing region of Brazil, my parents drank commercial coffee, with a lot of sugar.
At the time, for me, coffee was something I drank with a few slices of cheese, when I wanted to watch a movie at night and wanted the caffeine to keep me awake (I slept anyway). And even though I always saw everyone in my family drinking coffee, I didn’t like that flavour.
What inspired you to pursue a career in the coffee industry, and how did you get started?
I moved to Portugal and was passionate about coffee, so I started my Food and Beverage Management course because I wanted to make a career change. I am an accountant and have always worked in the administrative and financial areas. But I was a little tired of that.
What inspired me most about coffee was the hospitality that some coffee shops have. Talking to baristas who explained to me why they use a ceramic dripper instead of an acrylic one and recommended other coffee shops. Every visit was incredible because it was more about the coffee.
At the time, I had a toxic job where going to Bogo (a coffee shop in São Paulo) in the morning and after lunch was the best part of my day between leaving home and coming back. In Porto, Portugal, I didn’t work as a barista, I got involved in the coffee community, which offered that same welcome through hospitality. I started working when Sargento Martinho offered me a position to manage and finance their business, something that combined my skills with my desire to work with coffee, which was a perfect fit.
After that, I was lucky enough to come to a coffee shop that only serves filter coffee, which is my greatest passion between making, drinking and studying how each point can impact the flavour.
And I’m getting ready to start learning a little more about the world of roasting, which will take up one day of my week starting in February.
What kind of experience do you want your guests to have when they try your coffee?
I want them to feel welcome, hospitality and incredible flavours. Coffee is about all of this. I want coffee to be part of their day, whether through the caffeine that will give them energy for the day, or in that moment of decompression, the moment to relax, in a hot drink that warms them on a cold day (or a cold brew that cools them on a hot summer). And maybe coffee can transport them to their childhood, or some special moment in their lives, when a cup of coffee was present.
Photo by Porto Coffee Week.
How do you stay motivated and inspired to keep improving your coffee-making skills?
Always seeking knowledge. Whether through lectures, courses or workshops, although a lot of content is available for free on the internet. And I am lucky to have incredible friends in the coffee industry who always share their knowledge with me. What motivates me to continue is being able to share what I learn along the way with my friends and guests.
Can you share a memorable moment from your coffee journey that deeply impacted you?
One moment that really struck me was when I was at the coffee shop and a customer came in and, upon seeing that I had coffee from El Salvador, asked for it and was thrilled. She was born there but hadn’t been there for many years, and she told me that drinking that coffee reminded her of her childhood, of having coffee with her parents and family. I even told this story in my Brewers Cup presentation.
What are the current trends in cafes in your region? Are there any trends you promote yourself and would like to see more often in other places?
Here, there is a great focus on the quality and traceability of the product, the importance of ensuring the best flavour and finding ways to give maximum value to the producer, who is truly responsible for the coffee we are offering. Due to the competition, mostly from incredible roasters, here in Porto they seek to value the product, but in a harmonious way, becoming a large (and incredible) coffee community.
Another trend is brunch places, where many places are starting to use specialty coffee, but in many cases, unfortunately, focusing only on the food, without caring much about the quality of the bean or focusing on training their baristas.
A trend that I would like to see is for incredible restaurants, such as those with Michelin stars, to start paying more attention to the coffee offered, which is often the end of the meal. If there is great care in choosing all the food, the coffee should have the same care. And I would also like to see cocktails with coffee.
What are some common misconceptions about our industry that you’ve encountered, and how do you address them?
That all coffee is the same. The Portuguese (commercial) market believes this and doesn’t understand why coffee costs 80 cents in many bakeries and more than 2 euros in specialty coffee shops. When I receive customers like this, I always try to explain the differences between specialty coffee and commercial coffee and even offer them to try the coffee and try to understand it. Of course, even then, it often fails, lol.
Another misconception is that the batch recipe is the same every day. I can’t understand why some coffee shops adjust the espresso grinder every day, but always repeat the same thing when making the batch brew, without changing any variables.
You have some nice achievements in championships. Can you tell us more about them? What are the next championships you’d like to compete in?
I’ve recently had great results in most of the competitions I’ve participated in (except the AeroPress ones, lol). In 2023, I was champion of the Hario Brewers Cup, a competition held at Porto Coffee Week; in 2024, I was runner-up in a Filtered Coffee competition at Coffee Fest Madrid; and I was champion of the Hario Games, an incredible competition held at the World of Coffee in Copenhagen.
Recently, I participated in the Brewers Cup Portugal (a competition I’ve always dreamed of participating in), in which I was one of the finalists. These events are a way for me to ensure that I’ll continue to seek knowledge, in addition to being a way to increase my networking and meet incredible people.
I love participating in filtered coffee competitions at coffee fairs, which are an opportunity to get to know new cities, and participate in the fair and the competition, all in one trip. For this year, so far, I’m only thinking about the Portuguese Brewers Championship (I’m already thinking about themes and I want to start choosing a coffee in advance, so I can do it calmly).
Several incredible people are competing, but my dream is to one day step on stage at a World Brewers Championship. In the future, I think about participating in Coffee In Good Spirits since mixology is an area that I also like, although I don’t have much time to explore it.
What is in your opinion the most important thing to have in mind when you start to compete in coffee championships?
The most important thing is to know why you are doing what you are doing. And also try to stay calm, after all, your competitors are usually amazing people, in many cases, people you admire and there is also an audience there watching you. And have fun. Winning is great, but seeing your friends win is just as amazing. So, make it fun.
What are your passions and hobbies apart from coffee?
This is difficult, usually, I’m drinking coffee, making coffee, talking about coffee or visiting coffee shops with my friends. But besides that, I really enjoy the whole universe related to cooking (I like cooking and testing recipes) and I also enjoy reading about mixology, whiskeys and wines. I also like boxing, which is where I can switch off my mind, walking my dog, called Farofa, and watching comedy series with my fiancée.
What coffee challenges are you looking forward to? Any new projects, exciting plans or collaborations?
Next month, in February, I will start a part-time job as a roasting assistant at Senzu, a coffee roaster that was one of the places I visited the most when I first moved to Portugal, which makes me very happy to be invited.
Also, in 2025, my fiancée, Bianca and I are starting a project called Capybara’s Coffee in which we want to do some cuppings and pop-ups, taking some competition coffees so that we can prepare them for friends and clients and also organize workshops related to what is specialty coffee and also the world of Brewing, both for enthusiasts who want to make better coffee at home and for those who want to delve deeper into the subject. I have always enjoyed the educational universe and, recently, I had the opportunity to teach some workshops and I realized that I really love doing this, being able to pass on some of the knowledge I have to other people.
When I lived in São Paulo and started to study more about coffee, I remember taking a workshop with Priscila Pinho and even though I was the only person who didn’t work in the area, I could feel her passion for it. And I hope to be able to continue to transmit this love for coffee to excite other people, as she did with me. I dream that one day this project can become a physical space, a mix between a coffee shop and a school, where I can offer coffees and experiences. I also hope to be able to take these pop-ups outside of Portugal, whether to Brazil, my home country, or to Spain and other countries in Europe.
Coffee is a fruit, a food, but it is also a connection. Sharing a cup of coffee with someone you love is like a warm hug on a cold day. And I hope to be able to bring this to more people.
Quick Fire Questions for João Pedro Ferreira Toti:
Would you serve filter coffee with milk if asked for it?
Where I work, (thankfully) we don’t have milk. When customers ask for it, I apologize and explain it. But I would serve it, although I would ask the person to try it without it first.
Do you ever take sugar with your coffee?
When I was a kid or when I needed to drink coffee from the vending machines at the Hospitality School.
Espresso or Filter coffee?
Filter coffee.
Milky or Black?
Black. But milky on a grey and rainy day.
Do you aim for Sweetness, Acidity, or Body?
Sweetness in the morning and acidy after lunch.
Slurp or Spit?
Slurp.
Cake or Pastry with your coffee?
Pastry. Brazilian cheese bread (pão de queijo) or a cardamom bunn..
Hobby besides coffee?
Boxing and watching hardcore concerts.
The number one coffee shop in Europe that every coffee geek should visit?
Formative Coffee, in London. I found incredible coffees, competition coffees (there was one used in a world barista competition) and a barista who had it provided incredible service with great hospitality.
What’s your favourite city to have a specialty coffee tour outside of “your city”, why?
Copenhagen in Denmark and Curitiba in Brazil are two cities that have a huge number of incredible coffee shops and roasteries, the kind that makes you want to visit as many coffee shops as possible on the same day.
