The Importance of Latin American Representation in Specialty Coffee

Honoring Our Roots: An Immigrant’s Perspective

I was born in Zona 14 in Guatemala City, Guatemala.  After a series of setbacks that led to a journey throughout four different countries in Latin America, my family was able to immigrate to the United States, first arriving in Miami. The most formative years of my life were spent in Latin America. My parents, being Nicaraguan and Peruvian, ran a very Latin American household even after we moved to the U.S.  So it’s no surprise that I've carried my Latin American roots with me in everything I do. That’s why building Mayorga Coffee has always been about more than just coffee—it's about representing the people, cultures, and lands that define a major part of who I am. I didn't incorporate my Latin American culture into the business, I founded and have grown the business to live out and best represent my culture and the people from the countries that were pivotal to who I am today.

Breaking the Pattern of Exploitation in Coffee

The coffee industry has historical roots tied deeply to exploitation and colonialism. Built on the backs of marginalized farmers from Latin America and Africa, the industry has seldom allowed these communities the opportunity to thrive. Many of the inequalities still exist through systemic inequalities that keep small, mostly indigenous farmers removed from the market as well as access to capital and other critical resources.  Their poverty is they capitalized on through abusive interest rates, domination by massive buyers, and constant demands from roasters .

That’s why when I was in my early 20’s (a looooong time ago 🙂) I created what is now Mayorga Coffee--the only Latin@ forward organic coffee brand in the US.  I believe that I can change the narrative of the small Latin American farmer by fostering direct relationships with them through an empowerment-driven business model and treating them with the respect they deserve. In my opinion, establishing these relationships helps to create understanding that will drive lasting change in communities rather than extracting value from their hard work​​.  

Heritage as a Commitment to Justice and Community

For me, heritage is about more than nostalgia. It's about solidarity, recognition and respect for the land and people.  It's about obligation to my roots and the lands where I grew up.  When I visit our farmers, I see individuals who look like me, share my cultural experiences, speak my native language, and understand the value of their work but are often undervalued by the market. By maintaining relationships with them, we challenge exploitative supply chains, fostering mutual respect that supports not only livelihoods but also strengthens communities and protects the environment​.  Not to market and charge premiums, but because it’s the right thing to do.

Honoring our Culture and Humble Committment to Quality  

Coffee is part of everyday culture in most Latin American households.  We tend to enjoy an afternoon coffee moment together along with some traditional treats like flan, tres leches, or platanos maduros. Our people have been growing, processing, roasting and preparing coffee for hundreds of years, perfecting the craft over time.  I have personally found that the US coffee industry pushes back against coffee brands owned by people from coffee producing countries.  That's why we work hard to grow Mayorga every day to give people access to regeneratively grown organic Latin American coffee that tastes as it would in the mountains of Guatemala, Peru, Honduras, etc.  

Embracing Cultural Values for a Unique Business Approach

Building Mayorga Coffee in alignment with my Latin American principles challenges the notion that success means conforming to mainstream Western business practices. Instead, we proudly lean into our roots, embracing values of collaboration, hard work, and quality craftsmanship. This approach sets us apart, creating a path that directly benefits small farmers rather than large corporations. It connects us at Mayorga as a team, working hard with a shared vision and mutual respect and appreciation for one another that runs deeper than being coworkers.  This pride in our culture also strengthens our connections with consumers alike who care about great coffee that also shines a light on the people and lands that grow it.

Celebrating Latin American Heritage with Purpose

This journey has underscored the importance of cultural identity in business. Representing Latin American heritage authentically helps us stay true to our values and keeps us incredibly motivated to drive positive change for small farmers and their families. Historically the coffee industry hasn't' wanted to recognize people from coffee-growing countries as being capable of creating strong businesses that focus on quality as well as sustainability. Over the past 25+ years, we've been changing that assumption through our incredibly hard work, our deepening relationships with farmers, and our customers' incredible support.  Together, we're moving the needle.