VILLATORO FAMILIA

FINCA LA ESPERANZA | FINCA VILLAURE | PUNTA DEL CERRO

Fina La Esperanza and Finca Villaure lay between the mountains and remote forests in the border region near Huehuetenango, Guatemala. The land was first cultivated by the late Eleodoro Villatoro over 60 years ago. His son Aurelio expanded the work begun on Finca La Esperanza to the new Finca Villaure and took both farms into specialty coffee. He and his sons, Rodin and Jenner, now continue their family’s hard work into the 3rd and 4th generation of coffee producers while consistently place in the top 10 Guatemalan COE.

The CoTrade team has had the pleasure of becoming friends with the Villatoro families over the past 7 years. Home, family, and business are equally and openly shared from Guatemala to the U.S.

After years of visits and purchasing the Villatoro’s coffee as directly as possible, the team that became CoTrade was asked to find a new healthy market access into the U.S. The main goal in this new initiative was to find partnering buyers who would buy coffee like they were committing to the land and people that invest much more than one season into the work of each harvest. The team in the U.S. agreed to set up CoTrade as an intermediary model which would provide an alternative to the popular and often exploitative consignment model of coffee trading.