KNOW WHERE COFFEE
JUAN DIAZ
Know Where Coffee is a specialty sourcing group, focused on finding quality coffee through their network of producers and farmers in Colombia. KWC was founded by Juan Diaz, a first generation Colombian-American, who spent much of his childhood in Miami. Juan moved back to Colombia for origin-based coffee sourcing with an emphasis on Knowledge, Women-producers, and Collective small-holder sourcing. Juan has created buying opportunities through a catered network of producer relationships and a presence in local auctions and experimental processing circles. Juan is dedicated to the same ethos as CoTrade: excellent coffee purchased through a sustainable and equitable business model. Juan is meeting with new producers constantly, and personally vets each farm and coffee CoTrade works with to ensure our mutually aligned priorities.
We deeply value transparent relationships and strive to source collectively alongside roaster and producer. Through this partnership we are able to connect our customers with the most innovative coffees in the world. In doing so, we give reassurance that each cup of coffee was purchased sustainably, and all members of the coffee supply chain were treated with respect and dignity.