Striving for a new, fairer, and more sustainable future for coffee governed by ethical principles and traceability, La Joya combines the best of the ancestral knowledge they inherited through generations, with new experimental techniques and technology.
Located in Coatepec, Veracruz, Samuel Ronzón and his great team are always wanting to challenge the established order, to reinvent themselves, and to change the way we all relate to coffee, to each other, and nature.
Created in 2005 with the goal in mind of rekindling the Mexican Coffee scene during its toughest times. Roberto Zapata, founder of the company, always saw the potential and decided to bring local producers together in this project, helping them achieve better results as well as getting better pay for their specialty production.
Roberto Zapata studied agronomy as a result of his passion for the countryside and cultivation. He also is a designer of 100% MEX roasting equipment, representative of CUBIKA LAB, creator of LA MOLÉCULA micro mill, developer of extended fermentation processes for the past five years and roaster.
Cafecol is an organization in charge of developing and transmitting traditional, scientific and technological knowledge, working directly with producers, roasters and coffee shops. Their main focus is oriented towards the sustainable development of Mexican coffee production.
The producers which form a part of the team at Cafecol have received many mentions and have won several championships, such as Cup of Excellence and the Productive Innovation Award of the Corredor de la Sierra Madre Oriental.
Third generation of coffee farmers, Emmanuel Rincón studied Agronomy at the Universidad Veracruzana to amplify his knowledge and apply it directly to the farm.
In 2018 they participated in a coffee contest organized by YARA, in which they won 1st place and gave them the motivation to keep improving and discovering new ways.
Since he met Samuel Ronzon in 2019, he's tried new processing techniques, creating new protocols and finding coffee's greatest potential at FINCA LA ESPERANZA.