Coffee beans are a commodity that is a part of the agriculture chain; this means that a coffee seed is planted, and that seed needs to grow with care by the farmers in some cases hostile areas. Hostile areas can be geographical locations wholly isolated off the grid or by a criminal zone, or even both.
The story behind the owners makes even the coffee more interesting; in most cases, they always have something touching to say.
In our journeys over the years, we discovered that what makes coffee so delicious, regardless of its quality, is the people you share with it. It is when people exchange their opinion about a subject, argue about their political beliefs or religion, and express their sadness or happiness about an unpleasant event.
Coffee is beyond a product; it is a culture rooted deep in humans’ DNA; in our opinion, it is the spirit and blessing of those in the coffee chain who make this delicious beverage available to the 65% of the World population that frequently enjoys coffee.
The bottom line is when you stop thinking of coffee as a profit, it is only then that success will kick in, and only then will you be able to be part of the beautiful coffee chain.