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This article approaches the historic relationship between coffee production and the establishment/development of Marília city, especially by the economic and socio-spatial dynamism fomented by this activity. It was also considered the new socioeconomic conjuncture in Marília region and, particularly, the role of COOPEMAR (Cooperative of the Marilia region coffee growers) in coffee production chain as a centralizing of production and commercialization infrastructures. The factors which allowed the maintenance of coffee production was sought to understand, considering the main strategies developed or used by coffee growers with the goal to surpass adversities and remain in this activity. [ABSTRACT FROM AUTHOR]