Most of the world has tasted Ethiopian coffee — but not the way it truly tastes at its source. For decades, Ethiopian coffee has traveled thousands of miles before being roasted. It is shipped as raw green beans, traded, stored, blended, and roasted elsewhere — far from where it was grown.

We roast at the origin — where the coffee is born, where it carries its real flavor, where freshness is a daily reality — not a marketing phrase.

• We protect the flavor before it is lost.
• We honor the farmers and the land.
• We return value to the origin, not away from it.
• We deliver coffee at its peak — not after its decline.