Sustainability from Origin: Between challenges, lessons, and opportunities.

In the Latin American countryside, sustainability is not a luxury nor a trend it is an urgent necessity. It means adapting to climate challenges, caring for the environment with the resources at hand, generating dignified employment, protecting biodiversity, educating new generations, and, despite everything, moving forward. For those of us who cultivate coffee, sustainability is about resisting with purpose.

With the visit of Belco, one of our allies in Europe, along with Monica and Arnaud, we advanced in this conversation. Their visit was part of a process to implement a tool that seeks to measure sustainability at origin through a more holistic lens. More than discussing indicators, it was about sharing realities and building new questions together.

Because when we speak about sustainability, we are not only speaking about the environment. We are also speaking about people, about culture, about the rural economy. We know there is much to improve, but we also know there is immense wealth in the practices, knowledge, and ways of life that already exist and that they must be recognized and valued.

At Café Primitivo, we believe sustainability must have a 360° perspective. It is not enough to produce quality coffee: we want to do it consciously, fairly, and with a positive impact on our territory. We are in a continuous process of learning acknowledging the challenges, but also the opportunities we have to build a more resilient, human, and enduring model.

Exercises like this, beyond the immediate results, allow us to engage in dialogue, build trust, and take steps toward a way of measuring and recognizing quality that includes the real effort of producers and their communities. Because only in this way from origin can the coffee chain truly be transformed.