Meet Mario. Mario is the son of a producer, and has a little land himself.
He has been elected to the post of President of the coop for three years and is married with a daughter. His role is full time and focused on the political side of the coop- keeping the members on side, explaining what is happening at the coop level etc. Given there are about 500 producers within the coop, subdivided into a slightly more manageable 15 sub associations, it is no mean feat to keep everyone on side. Farmers tend to be fairly traditional and stubborn, and aren’t always the most open to change!