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Direct curation · in-house auditsFirst Quality Seal Grupo Eliana.
Sweets, cheeses and coffees from small artisan producers in Brazilian micro-regions, selected one by one through our own curation, audit and traceability protocol.
The Grupo Eliana First Quality Seal identifies products approved in Ateliê da Lee's unique, proprietary curation process, registered by Grupo Eliana in 2026. The Ateliê buys directly from small artisan producers in Brazilian micro-regions, and direct-curation products go through six stages: producer registration and visit, good practices audit (minimum score of 85 out of 100), technical data sheet, laboratory analyses, blind sensory panel and traceable packaging. For coffee, only lots scoring 84 SCA points or higher make the cut; for cheeses, pieces are selected for texture, flavor and ripening, and vacuum-packed.
Direct curation, from the producer to your table.
Ateliê da Lee: direct curation from small artisan producers across Brazil, with a unique, proprietary curation process created and registered by Grupo Eliana in 2026.
Ateliê da Lee works with direct curation: we visit small artisan producers in Brazilian micro-regions, get to know who makes the product, how and where, and only then does it make it onto our shelves.
The seal is how we show this to the customer. Every product with the seal has an identified producer, a traceable lot and approval at every stage of the protocol. We apply to the Brazilian market quality benchmarks inspired by export requirements: health registration, laboratory analyses, complete labeling and traceability.
Bronze, Silver and Gold, the highest level.
The LEE Artisan Quality Seal is certified by Grupo Eliana at three levels, according to the product's final score in the protocol. Gold is reserved for products with the top score.
No.1 Bronze
Approved at every stage of the protocol, with a final score of 8. A product of proven artisan quality.
No.1 Gold
The highest level. A perfect 10 at every stage: producer, good practices, lab testing, blind tasting and traceability. Ateliê da Lee's most exclusive selection.
No.1 Silver
Final score 9: excellence in flavor, texture and process, above the approval standard.
All levels are certified by Grupo Eliana, with audits recorded on blockchain: each audit record is stored permanently and cannot be altered afterward.
Audit protocol for artisan sweets.
Six stages every sweet goes through before receiving the seal. Our own standard, designed for sweets made in small batches, in copper pans and from family recipes.
Registration and producer visit
We get to know the kitchen, the origin of the ingredients and the micro-region. We check the health registration required for each product: municipal, state or federal inspection (SIM, SIE or SIF) or Selo Arte for dairy-based sweets, and a Health Surveillance (Vigilância Sanitária) license for fruit sweets.
Good practices audit
Checklist based on Anvisa's RDC 275/2002: facilities, water, hygiene, pest control, written procedures and batch records. Minimum score of 85 out of 100 to move forward in the process.
Spec sheet and identity
Recipe, ingredients, method and compliance with the product's identity regulation, such as the one for doce de leite (MAPA Ordinance 354/1997). Short ingredient lists preferred, with no preservatives where the process allows.
Laboratory tests
Microbiology in line with Anvisa standards (RDC 724/2022 and IN 161/2022) and physicochemical controls: moisture, °Brix (sugar), water activity and pH, which ensure safety and shelf life.
Blind sensory panel
Tasters rate color, gloss, texture, sweetness, fruit or milk flavor and aftertaste, without knowing the brand. Minimum score of 8 out of 10.
Packaging, label and traceability
Full labeling (RDC 727/2022 and nutrition labeling), tested shelf life and a batch code that traces back to the producer. Shelf samples from every batch and an annual re-audit.
| Criterion | How we measure | Seal standard |
|---|---|---|
| Good manufacturing practices | Audit checklist (RDC 275/2002) | 85 points or more out of 100 |
| Microbiological safety | Lab report (IN 161/2022) | Within Anvisa limits |
| Sweetness and consistency | °Brix and moisture | Range defined in each sweet's spec sheet |
| Storage | Water activity and pH | Consistent with the stated shelf life |
| Flavor and texture | Blind sensory panel | 8 or more out of 10 |
| Traceability | Batch code and producer registration | 100% of lots identified |
A cheese selection and our own boards.
Each cheese goes through a selection designed to deliver texture, flavor and quality at just the right point:
- Origin and registration: producers with health inspection (SIM, SIE, SIF) or Selo Arte; artisan cheeses carry their region's certification where available.
- Ripening point: each type (fresh, semi-cured, cured, Canastra) has its ideal time, checked wheel by wheel.
- Tasting and texture: we assess rind, paste, eyes, salt and flavor before releasing each batch.
- Boards designed for our cheeses and cold cuts: combinations of cheeses, cold cuts, sweets and accompaniments arranged to showcase each piece.
- Vacuum packaging: preserves flavor and texture so you can take it home or receive it safely, with the cut date and batch on the label.
Brazil's first dark coffee: 84+ points, traceable from end to end.
Café da Lee is Brazil's first dark coffee: a curation brand that selects and signs lots from many small producers, all scoring 84 points or higher on the SCA scale, under the same standard.
We work with many producers to select only coffees with more than 84 points on the Specialty Coffee Association scale. Every lot is tasted before joining the Café da Lee line.
End-to-end traceability: producer, farm, micro-region, variety, process, harvest and roast date, from tree to cup.
Want your product to carry our seal?
We look for small artisan producers of sweets, cheeses and coffees from micro-regions all over Brazil.
Present your product
Send photos, your story, region and health registration via WhatsApp.
Samples and tasting
We evaluate the samples on the Ateliê's sensory panel.
Visit and audit
We get to know your production and apply the good-practices checklist.
Joining the curation
Once approved, the product gets a technical sheet, a seal and a place in Ateliê da Lee stores and franchises.
Technical references for the protocol
- Anvisa RDC 275/2002: standard operating procedures and good manufacturing practices checklist.
- Anvisa RDC 724/2022 and IN 161/2022: microbiological standards for food.
- Anvisa RDC 727/2022 and RDC 429/2020: general labeling and nutrition labeling.
- MAPA Ordinance 354/1997: technical regulation on the identity and quality of doce de leite.
- Law 13,680/2018 and Decree 11,099/2022: Selo Arte for artisan products of animal origin.
- Specialty Coffee Association (SCA): sensory evaluation protocol for specialty coffees.
The Grupo Eliana First Quality Seal is a private seal of Grupo Eliana and does not replace official registrations and inspections, which are prerequisites of the protocol.
Questions about the seal
What is the Grupo Eliana First Quality Seal?
It's Grupo Eliana's own seal for products approved under Ateliê da Lee's curation and audit protocol: producer visited, good practices audited, lab analyses, sensory panel and traceable batch.
What are the levels of the LEE Artisan Quality Seal?
Three levels certified by Grupo Eliana: No.1 Bronze (score 8/10), No.1 Silver (score 9/10) and No.1 Gold (score 10/10), the highest level, reserved for products with a perfect score at every stage. All audits are recorded on blockchain.
How are the artisan sweets audited?
In six steps: registration and visit, good-practice audit (minimum 85 out of 100), technical data sheet, lab analyses, blind sensory panel (minimum 8 out of 10) and labeling with batch traceability.
How are the cheeses selected?
By sourcing with health inspection, ripeness, texture and flavor tasting, and they're vacuum-sealed with the cut date and lot number.
What is dark coffee?
It's the model created by Café da Lee, Brazil's first dark coffee: a coffee curation brand that selects lots from various producers, only 84+ SCA points, and puts your brand on it, with end-to-end traceability.
What is Café da Lee's minimum score?
Only coffees scoring 84 points or more on the Specialty Coffee Association scale, traceable from producer to cup.
How can a producer take part in the curation?
By presenting your product via WhatsApp (11) 99992-4741. We evaluate samples, visit the production site and apply the protocol.
Your next stop in Juruaia.
Ateliê da LeeRua Vereador Alberto Mario Segreti, 97
Bairro Mirante · Juruaia, MG · CEP 37805-000
Phone and WhatsApp: (11) 99992-4741. Email: atendimento@ateliedalee.com.br. Directions, today's hours and reviews on our Google profile.