our story

Our story is one of passion and purpose.

We’re a family rooted in coffee. Our legacy begins in the early 1900’s when the Diaz family began growing coffee in the lush hills of Oaxaca, Mexico. As the years went on, the estate was divided up and passed to great grandfather’s children. One of those children is our grandfather, Juan Leovigildo Diaz, and for the past 70 years, he has been cultivating coffee on his farm, EL CARMEN. This is where our story continues. 

Initially, we saw the dedication and blind love that he had for his farm and the coffee it produced, no matter how much effort and loss it took to produce the crop. But we learned quickly that due to various environmental, economic, and cultural issues that confront the modern farmer, coffee agriculture isn’t a sustainable livelihood for a small producer such as our grandfather. Unfortunately, this is a story shared by many around the world. 

And so, in 2014 we set out to make coffee farming a viable livelihood for our grandfather and others like him. We started by putting 10% of our profit back into the farm in the hopes of rebuilding both grandfather’s farm and the Diaz legacy, and creating a direct bridge between coffee producer and coffee drinker.

Welcome to the project—caffeinate with purpose.