Origin is the protagonist in every cup of coffee however it is also the gear within the coffee chain exposed to the largest risk and that gets the least economic recognition. Coffee producers confront new challenges each year like climate change, labor shortage, financing, insecurity among others. These obstacles in addition to a low margin, low production and high-risk industry makes farming less attractive each year. As a result, new generations are abandoning their forefather’s path. In order to save origin, we have to give origin its rightful place and value. Adding value in green beans by roasting can help us improve margins, eliminate intermediaries and develop a healthier industry.

For example, France does not export grapes but wine. They add value to their agronomic products which gives them differentiation. Currently we have top notch equipment and the required knowledge to do high quality roasts. The nearness to origin gives us understanding of the terroir, certainty of the genetics and involvement in the processing which gives us special insight into what each lot can become. By roasting in origin, we are injecting direct investments into coffee farms and creating economic development in the local economy. We also achieved transparency, integrity and a closer monitoring to improve quality. We see this as a powerful solution for making coffee farming sustainable in the near future.

Without science, processes are blind attempts to improve quality. Science helps us be consistent and understand the success behind trial and error. We help the coffee farmers get closer to researchers in order to understand and get over their agronomical hurdles as well as improve their post-harvest techniques. We have also helped our coffee farmers to understand the repercussions their actions have in the cup by giving away a sample roaster and teaching them how to cup. We have learned that when farmers cup they know the value of their work and stop being price takers and start being price givers.

Mexico has a huge diversity in terroirs, coffee right beneath volcanoes, coffee at high altitudes without even considering our 19° latitude (7,050 fasl or 2,150 masl), we have forest coffee inside mountains that oversee the ocean or deep inside the territory. Coffee from the Pacific and the Atlantic.

Our rich terroirs that keep the native flora and fauna are able to produces a diversity of flavor compounds.

Coffee is a labor-intensive craft and for that reason it is an important driver of social development. The big majority of coffee farms are surrounded by indigenous communities that struggle to get out of the poverty line. We believe coffee can be a solution for improving these communities in an economical level.

As part of the cohesion of the supply chain, it is important for coffee farmers to understand, approve and share their insights of their own coffee. We invite our coffee farmer friends to roast and cup with us.

In the current specialty market, it is a known fact that freshness in key. Roasters always share their roast date but they hardly share the harvest day. This fact is as important but always undervalued by non-producing countries. Mexican coffee is as local as the US market can go. We do not only share the harvest date as well as the roast date but we also use a nitrogen flush and a low oxygen exposition during our roast to bring you the freshest coffee.