This paper aims to show the contradictions between the discourse of heritage under the Coffee Cultural Landscape (PCC) and the uses and activities assigned to it by different actors. Review the theoretical postulates on cultural heritage and compares them the declaration of PCC as a world heritage and the policies and actions currently undertaken by various actors in the declared area. The theoretical approach underlying this review it is based on the reflections proposed by Garcia (1995, 1999, 2001) and Gomez (undated), as to conceptualization of heritage. Around the PCC has built an official discourse that can’t illustrate the variety of uses and actors living in this landscape, due to the on cultural and landscape homogeneity of the region. No clutch, not all historically converged in the consolidation process of the coffee landscape and heritage are represented in the exercise of declare the landscape as heritage.