Guatemala 2025

Journey in Guatemala

Every coffee bean contains stories about local communities and the unique features of specific territories. To discover them, the 2025 edition of the Ambassador Programme took six people from our Group back to the heart of Guatemala.

It was an immersive experience that connected them with the places and insights that make the entire coffee supply chain extraordinary. The trip was also made possible by collaboration with strategic partners including Anacafè (Asociación Nacional del Café) and Fun Café (Fundación de la Caficultura para el Desarrollo Rural).

A heritage of biodiversity and innovation

Guatemala contains a heritage of biodiversity, with over 300 microclimates and fertile volcanic soils that create the ideal conditions for growing coffee of the highest quality. During their visits to the fincas, the Ambassadors saw first-hand the state-of-the-art farming techniques used, from grafting different varieties for improved resilience to sustainable agricultural practices.

"The most unexpected surprise was practical experience with the botany involved. I really appreciated it because I didn’t have much of an understanding about agricultural aspects. It was only by taking a closer look at Anacafé’s operations, which ranged from grafting Robusta roots onto plants to fortify them, through to studying planting distances and the best fertilisation systems, that I realised how limited my knowledge was in that area.”

A journey along the supply chain

The programme also took participants to help harvest the coffee cherries by hand, learning the selection criteria that determine the quality of the end product. They then explored different methods of processing the beans and visited the laboratories of Anacafè, an organisation that helps producers improve every aspect of the growing process, ensuring consistently high quality standards.

This experience demonstrated to the group the vital importance of the coffee industry for Guatemala. According to estimates, 125,000 families depend on it for their livelihood and up to 500,000 people work in the industry, or almost 3% of the country’s population, statistics that unequivocally highlight its central importance for the nation’s economy.

Quest’esperienza ha mostrato al gruppo l’importanza vitale dell'industria del caffè per il Guatemala. Si stima infatti che 125.000 famiglie ne dipendano per il proprio sostentamento e che fino a 500.000 persone vi lavorino, un numero che rappresenta quasi il 3% della popolazione nazionale: dati che sottolineano in modo inequivocabile la centralità di questo settore per l'economia del Paese.

“Before embarking on this adventure, I really had no idea how many different processes and how much work, time, effort and, of course, specific expertise growers dedicate to the coffee cherries, from the meticulous care lavished on them through to the transformation into green beans.”

"I’ve realised how much precision goes into every single step. I knew that coffee went on a very long journey, but seeing first-hand the human dedication behind it changed my perspective.”

The human face of coffee

During their trip, the participants were also able to experience first-hand the profound social dimension associated with the world of coffee. Thanks to the commitment of Funcafé (Fundación de la Caficultura para el Desarrollo Rural), all the passion around the product translates into tangible support for the community, with initiatives including schools and nurseries on the fincas, clinics for basic healthcare, and specific educational programmes (including advanced diplomas for the coffee industry).

The experience was further enriched by a visit to Analab, a centre of excellence in coffee quality analysis. The day was brought to a close by a cupping session with eight regional varieties, which revealed to our people the extraordinary diversity of coffee aromas and flavours in the local area.

“I discovered that coffee isn’t just the end product we enjoy, but also hope for a brighter future in local communities.”

“Watching the sunrise together with a family of growers who harvested every single coffee cherry by hand was a revelatory experience for me.”

Specialty coffee culture

The trip ended with an in-depth look at Antigua’s specialty coffee culture. Guided by local experts, the ambassadors took part in cupping sessions and learned how to taste coffee professionally, recognising its sensory profiles and appreciating its infinite nuances. An essential experience to fully understand the value of the product and the work that goes into every single cup.

"The most important discovery was the crucial importance of the raw material we work with. It's not just a question of quality, but of the contribution and the dedication of the people who look after it and transform it.”