The Ama Project is a unique collaboration between fourth-generation Brazilian coffee producer Luiz Paulo and Sasa Sestic of ONA Coffee and Project Origin. The project's name, 'Ama', draws on the Japanese tradition of the Ama divers, women who free-dived to great depths to harvest pearls, as a metaphor for seeking out rare and exceptional quality in an unexpected place. The AMA Project centres on producing Geisha coffee, a varietal renowned for its delicate floral and fruity qualities that are rarely associated with Brazil, on nearly 100 hectares of Carmo Coffee's farms in the Mantiqueira Mountains of Minas Gerais.

To date, the collaboration has conducted over 60 unique fermentation and processing experiments, resulting in more than 113 distinct coffee lots. Coffees scoring above 86 points are classified under the AMA Project banner, with the highest-scoring lots – above 86.5 points – designated as 'pearls'. Through wide-ranging experimentation with carbonic maceration, honey, washed, and natural methods, the project has produced entirely new flavour profiles for Brazilian coffee, including eucalyptus, green apple, tropical fruit, and intense florals rarely previously associated with the origin. The AMA Project aims to redefine Brazil's place in the specialty coffee world, not only as the world's largest producer by volume, but as a source of exceptional, nuanced, high-quality single-origin coffees.