THE PEREZ FAMILY TRAVELS TO origin DESTINATION
We are a few weeks removed from a very special experience, having the Perez family spend the day with us at our roasting facility and around Birmingham. I wanted to take some time to reflect here on what that was like, what it meant to us, and where I hope we go from here in terms of roaster/farmer gatherings.
It is not uncommon to see specialty roasters visiting the farms of the producers they source from. I believe this is a positive step in further connecting with farmers and offers the consumer an extra level of transparency—both in the sourcing practices of a company and in seeing the incredible amount of effort, hard work, and risk taken on by the coffee farming community. What is uncommon, though, is seeing farmers have the opportunity to travel to the destination of their product and meet the people serving their coffees. Frankly, I would love to see more of this. I would even go as far as to say that it is a critical step toward ensuring a more stable future for coffee. With all the volatility the industry faces, farmers need more say in the logistics behind the selling of their coffees. In my view, one of the most impactful ways to achieve this is by fostering deeper connections between the hands that cultivate and the hands that serve this remarkable product—connections that should increasingly take place at the coffee’s destination. I envision the transformative impact of hospitality professionals and consumers having opportunities to regularly engage directly with farmers whose coffee they serve or enjoy. Such interactions would not only deepen mutual understanding but also drive progress in elevating the perceived value of coffee, fostering a greater appreciation for the skill, dedication, and humanity behind every cup.
As you may know, this is precisely what Non-Fiction aims to accomplish through the relationships we foster. Within these connections, we see a brighter future for coffee—one in which farmers can engage directly with the businesses that serve their coffee. This creates a supply chain wrapped in a relational bond, where all parties share in each other’s struggles and work collaboratively to forge paths for mutual success. I believe this type of solidarity makes the inevitable challenges and volatility in the industry less intimidating, knowing that your partners are not only standing by you but actively fighting with and for you—and that you are equally committed to doing the same for them.
We were thrilled at the opportunity to host the Perez family, of Finca La Hermosa, at our roasting facility in October. Max, Claudia, Max Jr., and Sophie were traveling around the States with Ryan of Collaborative Origin Imports, our connection to the Perez family and someone who exemplifies the above sentiments with painstaking diligence and commitment. When Ryan and the Perez family arrived on Friday morning, it was almost surreal. There were Max, Claudia, and their two kids—a family we have been buying coffee from for four harvest years now—standing in our lobby and exchanging hellos and hugs. They later told us that it was just as special of an experience for them to meet people who had been committed buyers of their coffees for years.
We had an event from 10–12 that morning with our wholesale partners. This was the main focus of the day: to give the Perez family the floor, celebrate their presence, and allow our clients to hear firsthand the lived experience of this coffee-producing family and to connect on a deeper level to a product that many of them serve in their own establishments.
After introducing themselves to the attendees, Max and Claudia shared their story of meeting in law school and graduating together. Though they had just acquired their law degrees, something deeper was pulling on their hearts. They wanted to grow something truly special. They envisioned building both a family and their own business. As you would expect—especially after completing law school—their friends and family were clearly concerned. Claudia joked about how “crazy” they seemed to their circle of support. They understood the amount of faith required to pull off this vision and didn’t let their perceived “craziness” deter them. Their inner calling was stronger, and they relied on that faith to see it through.
When they first got to the farm, there was no running water, electricity, internet, or “Netflix,” as Max lightheartedly added—a poignant reminder to a crowd keenly aware of their privilege. Max had a way, whether intentional or not, of injecting these moments with humor that also helped everyone relate more closely to his world. Perhaps the most striking example of their reality is Finca La Hermosa’s battle against climate change. Here, we are fortunate to debate this topic; for Max and Claudia, the impact has been stark and unavoidable. When La Hermosa was purchased, a river ran through it—a natural asset, along with the rich volcanic soil. Since Non-Fiction began buying coffee from La Hermosa, however, this river has vanished. Max, again in his unique way, explained that he never knew what to believe about this issue until it completely disrupted their lives. Rather than let this slowly dwindle their dream, Max and Claudia did what they do best: trust, have faith, and explore innovative ways to pivot. They now have two mechanical wells, which they have also shared with a neighboring village, where there was no previous access to water.
During the Q&A portion with our wholesale clients, an attendee asked about what else Finca La Hermosa produces. Many farms grow multiple crops to increase productivity and financial returns. Max pointed to his shirt, which read “La Hermosa” and had a picture of an egg on it. As part of their organic practices, Max and Claudia produce their own fertilizer, with chicken manure as a large component. As La Hermosa grew, they needed more and more manure, which led them to unexpectedly own and maintain 20,000 chickens, now harvesting 20,000 eggs per day! Unsurprisingly, the Perez family shares this bounty with the neighboring villages, providing access to an affordable and nutritious food source for local families.
In the afternoon, another group of NFC customers came by to meet and visit with Max and Claudia while we sipped on two of their prized Gesha Forest lots. It was special to sit back and watch their interactions, each conversation seemingly unique and meaningful to them.
We ended the day by taking the Perez family out to dinner in downtown Birmingham at Helen, one of our clients who had also attended the morning session and had engaging conversations with the family. We wanted to ensure they experienced true Southern hospitality, and Chef Rob McDaniel and his team delivered, exceeding expectations. I was struck by how adventurous Max Jr. and Sophie were in their selections, with Max Jr. opting for fried duck with a buttermilk biscuit and honey, and Sophie choosing the quail. They had never heard of or tried okra before, so we had to introduce them, and it was a hit! Another unfamiliar ingredient to the Perez's was grits, which were served with a red-eye gravy made using La Hermosa’s coffee. They remarked often about never imagining their coffee could be experienced in so many ways, the last being in a tiramisu soaked in their coffee, with coffee cookie crumbles as its base.
It was such an honor to share this meal and exchange countless sentiments of gratitude for and to each other. Moments like these remind us why we are committed to this path—to create lasting, meaningful bonds that celebrate and elevate the people we are so fortunate to buy from. We cannot wait for the Perez family to return and hope to have other opportunities like this with other farming families.
For you, our customers, we sincerely hope that continued access to specific and familiar farmers’ coffee with each new harvest will allow you to share in their journey. We want you to feel the same anticipation we experience at our warehouse when a coffee returns, the same excitement of tasting a new harvest year’s crop, with memories (and hopefully notes!) of how the previous harvest tasted. This unique experience is something we cherish. It allows us to become more intimately familiar with each farm, leading to better representations of their coffee through our roasting. With this blog post, we’re also committing to doing a better job of sharing these stories of successes, trials, fears, and dreams. As your connection with and knowledge of each farm expand, we hope it makes you feel like a valued part of something special—a living, ongoing story where you can look forward to familiar coffees returning, yet still discover something new each year.
-Jeff Daniels / Director of Sales