Entrevista para Negocios Promexico

La revista internacional Negocios Promexico publicó en su edición de Octubre 2015 un artículo dedicado a la Finca Jocutla dando a conocer la calidad de nuestro Café Jocutla como resultado de las buenas prácticas agrícolas y de procesamiento.

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Finca Sustentable Jocutla Specialty Coffees and Awards

The adoption of best practices has paid in quality and, especially, in international recognition of the good coffee produced by this company.

In 2001 Eduardo Assad and his team decided to enter the world of specialty coffees. Taking the plunge was not easy, since it required several changes and attention to many details of their operation. The team trained to identify the qualities, distinguish themselves and abandon speculation in coffee pricing. As a first step, Finca Sustentable Jocutla (FSJ, Jocutla Sustainable Estate) developed agricultural best practice manuals, adopted the Café Veracruz designation of origin and assumed the best practices recommended by Consejo Regulador de Café de Veracruz (Veracruz coffee regulatory council). The company even went further in terms of adhering to these recommendations in order to attain a clearer differentiation.

FSJ wanted their specialty coffees to have varietal purity and intrinsic quality. “This differentiation is achieved by implementing best agricultural practices: picking the coffee bean when it is totally mature in the ecological process and when it has received the benefit of humidity; carefully drying the beans by air and sun; then following all the processes in order and keeping a log with all the information to trace the product from start to finish,” describes Eduardo Assad, proprietor of Finca Sustentable Jocutla.

The company registered and received its designation of origin. This has helped the operation and control in terms of preserving the quality of their coffee. The success the brand has had in Europe and the USA is due to these factors: the flavor provided by the terroir (the agro-climatic condition of the area), and training farm workers in all the processes.

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