The Art of Staying

In a world where many seek opportunities far from their roots, Café Primitivo was born from a different decision the decision to stay.

Staying in Quindío was neither a coincidence nor a romantic gesture. It was a conscious strategy to create value from the origin, to build a company where innovation, sustainability, and cultural identity converge in every cup.

A Company Born from the Land

The story of Café Primitivo begins with Ana María Donneys Correal, the fifth generation of a coffee-growing family who understood that the future of Colombian coffee must be written from the farms, not from office desks.

After earning degrees in Business Administration, Innovation, and Agribusiness, Ana Maria made a key entrepreneurial decision: not to migrate toward the urban market, but to professionalize the countryside.Quindío became her laboratory of innovation, and her family farms —Villa Libia, La Paloma, Primavera, and Santa Rita became spaces of productive transformation.

There, the Café Primitivo brand consolidated its business model: an integrated system where quality, traceability, and social impact are not isolated departments, but the structural pillars of the entire operation.“The art of staying is understanding that territory is not a limitation it’s a competitive advantage.”

From Origin to Strategy

Since its beginning, Café Primitivo set out to prove that sustainability is also profitable. Every process from cultivation to export is guided by a clear business principle: creating shared value.

The Primitivo model integrates three core pillars:

1. Productive innovation: experimentation with fermentation processes.

2. Comprehensive knowledge management: partnerships with universities and scientific projects that strengthen traceability and product differentiation.

3. Social and gender impact: leadership within the International Women’s Coffee Alliance (IWCA) and training programs for women producers.

In this way, staying rooted in the territory became a strategic advantage an opportunity to strengthen local capacities, retain young talent, and build a global brand from its roots.

The Territory as a Living Enterprise

At Café Primitivo, each farm is more than a production center it is a living enterprise where technique, tradition, and business vision come together.

This connection between territory and enterprise has allowed Primitivo to evolve from a family-owned farm into an export brand for specialty coffee, developing international alliances that value both its origin and its social coherence.

To Stay Is Also to Lead

Today, under the leadership of Ana Maria Donneys, Café Primitivo stands as part of a new generation of coffee enterprises young, innovative, and purpose-driven.

Its vision is clear: to prove that business success does not depend on distance from economic centers, but on proximity to the land, the community, and the story behind each harvest.

In a country where many rural stories begin with leaving, Café Primitivo chose the opposite path: to remain in order to transform, to produce from the origin, and to compete with identity.

Because for Primitivo, staying is not immobility it is strategy, conviction, and purpose.