Celso Luiz and Paulo André Reichert are brothers and members of Ecocitrus since 1996. Enthusiastic about cooperativism as a fairer form of group marketing, the pair comes from a family of five siblings — all of whom work in agriculture. Following in their parents' footsteps, they now farm in two cities that are part of Ecocitrus’ key citrus-producing belt: Harmonia and Pareci Novo. Their wives, Regina Reichert and Marlise Reichert, are also cooperative members.

Each couple manages its own property, where the focus is on the trio of citrus varieties that define the cooperative’s production: oranges, tangerines (bergamots), and lemons. Celso and Regina are based in Pareci Novo, while Paulinho and Marlise farm in Harmonia.

Before joining the cooperative, Celso and Paulinho used pesticides in their orchards — though sparingly, due to their critical view of them — but they saw organic production as a more profitable and environmentally respectful alternative. The two share a unified stance on the importance of cooperativism: selling ecological produce gains much more strength when done collectively. Within Ecocitrus, they highlight the opportunity to enter the international market with juices and essential oils, further increasing the value of the farmers' work.

Paulinho’s passion for citrus farming was shared by his wife, Marlise. She previously worked in the textile industry but was drawn in by the beauty of working on the land. Today, she often shares photos of their daily life on social media, receiving praise from friends and followers. “They have no idea what we actually do here,” she says, committed to spreading the message of cooperativism. As she walks through the orchard, she says, “My favorite is the Sicilian lemon.” Asked why, she doesn’t hesitate: “Because of its smell, its color, it’s easy to handle, great to work with, and it makes the best juice.”

What moves the Reichert brothers most, however, is the possibility that their children will choose to stay on the land. The kids admire the work and, when asked, even say they want to become farmers in the future. To every member of the family, ecological farming is much more than a means of subsistence — it’s a passion, where love for the land meets a financial return that exceeds conventional agriculture.

Thanks to the support of cooperativism and the promotion of agroecology, the choice to remain in agriculture is no longer, as in the past, associated with financial hardship. Today, it is possible to earn a living, feel secure, and carry forward the philosophy of a world where organic food is the norm and where farmers are truly valued.