Javier Dominguez, the general manager of Sol & Café Cooperativa, has been trying to convince his smallholder farmers to produce specialty coffee. It hasn’t been easy, but he’s seen big improvements.
He’s driven by the discover of coffee consumption trends and Geisha, he explains. He talks of a realisation that “we need to produce coffee, not to drink, but to enjoy.” And in this video from Let’s Talk Coffee, 2015, he explains more about the challenges and successes so far.
Working Towards Specialty
Persuading producers is not always easy. Stumping and pruning trees, the act of cutting trees down to improve their yield, was particularly difficult for the co-operative. In the end, the solution came in the form of Rosel Romero, a young producer who had seen it done in other countries. He asked his father for an advance on his inheritance, for one-quarter of a hectare so he could try pruning. It was difficult – so difficult, in fact, that the father demanded that Rosel put a screen up so he wouldn’t see the “damage” his son was creating. Yet Rosel was successful, and in doing so convinced others.
Another challenge for the co-operative was in finding technical assistance. They didn’t have the resources or riches to get experts. Instead, they trained the children of producers.
Watch him talk about these challenges and more in this video.
It’s clear that the route towards specialty, especially in small communities like this one, is not easy. It takes ingenuity, perseverance, and passion. But each success has a huge impact on the farmers and their families.
Want to hear more talks like this? Perfect Daily Grind will be at Let’s Talk Coffee 2016 in Puerto Vallarta. Sign up here to attend.
Feature photo credit: Let’s Talk Coffee
Please note: Perfect Daily Grind does not own the rights to these videos and cannot be held accountable for their content.