While competitions and events bring attention to emerging regions, many producers are not waiting for recognition—they are building their own futures. In this section, we focus on the individuals and associations taking control of the value chain. From launching community-based supply chains to experimenting with income diversification, these stories showcase the strategic decisions producers are making to sustain themselves and thrive.
We also zoom out to look at the broader dynamics shaping trade, from sourcing power imbalances to volatile pricing structures, and how they affect the long- term viability of specialty coffee production in Peru. Together, these pieces reflect a shift: toward producer agency, resilience, and market redefinition.
The reality of coffee sourcing: Amanda Eastwood Chavez on what it takes to build sustainable market access
We met Amanda in Lima in November 2025 after being introduced to her by Andrew Piper, a US-based green coffee buyer, who has experience sourcing in Peru. From the moment we connected, it was clear that Amanda’s journey through coffee has been one of passion, perseverance, and purpose.
With nearly two decades of experience in sourcing, sustainability, and business development, Amanda has worked across multiple origins, gaining a unique perspective on the challenges and opportunities within the global coffee supply chain. In this interview, she shares her insights on the evolution of the coffee industry, the importance of trust in sourcing, and her current work with M-Cultivo to empower specialty coffee producers worldwide.
From a young dreamer to a coffee industry leader
My name is Amanda Eastwood, and my career in coffee began in 2006. From the age of 15, I knew I wanted to live and work in Latin America, contributing to generational, systemic change. Though I didn’t have the vocabulary to articulate it then, that was the force driving me.
Throughout high school and university, I studied, volunteered, and worked in Latin America, eager to connect with its people and culture. I was hungry for adventure, to meet new people, and to dedicate my energy to making a meaningful impact. My journey in coffee started with a sales role at Cafe Imports in 2006, where I learned the intricacies of specialty green coffee—cupping, building menus with roasters, and understanding producers’ realities across the world. However, my dream of moving to Latin America remained unfulfilled.
Volunteering with Grounds for Health, a non-profit focused on cervical cancer prevention in coffee-producing communities, brought me to Nicaragua. This experience fueled my decision to pursue a Master’s in Public Health, which ultimately became my ticket out of the United States.
After working in non-profit roles across Mexico, Nicaragua, and Tanzania, I found my way back to coffee— this time, as a tool for driving positive change across the supply chain. Over the years, I’ve worked in sourcing and exporting microlots from Central America, supporting responsible sourcing for a UK-based importer, and helping develop ethical sourcing strategies for one of the leading roasters in the United States. Today, through my work with M-Cultivo, I partner with specialty coffee farmers worldwide, providing services to help them grow their businesses.
My career in coffee has introduced me to incredible people, allowed me to live and work in various producing and consuming countries, and enabled me to contribute to meaningful impact—just as I had set out to do.
Discovering the unexpected: Coffee’s hidden gifts
Specialty coffee has been my gateway into the world of fine flavours—chocolate, honey, wine, beer, cheeses, and all things culinary. It has nurtured my love for creating inviting spaces and bringing people together over great food and drinks. Coffee has heightened my sensory experiences and strengthened my ability to connect with people.
When I first stepped into the industry, I had no idea how vast and interconnected the world of coffee would be. The number of people I’ve met from different backgrounds, cultures, and places has profoundly shaped my perspective. My ways of thinking, my worldview, and my friendships have been enriched beyond measure.
From an industry perspective, I’ve been surprised by the persistent disconnect between coffee consumers and producers. Even within importing and roasting companies where people visit coffee origins regularly, there is often a limited understanding of the complexities farmers face— climate change, cash flow struggles, volatile prices, and political instability. This gap in understanding can create unrealistic expectations on both sides, sometimes leading to the breakdown of what could otherwise be strong, long- term partnerships.
Progress and stagnation: What has (and hasn’t) changed in coffee
As an industry, we talk a lot about ‘sustainability’, a term that’s become saturated with buzzwords, hashtags, and initiatives. However, we still have a long way to go in achieving true sustainability. There’s a tendency to invest in origin projects and programmes that align with consumer- country priorities rather than addressing the immediate needs of coffee farmers—such as fairer prices that first secure their family’s well-being. With greater transparency across the supply chain today, I would have hoped for more significant progress on environmental, social, and economic sustainability.
That said, I’m encouraged by the increasing number of engaged coffee professionals who are questioning the status quo within their companies. They’re advocating for better sourcing practices, pushing for change, and striving to do things differently from how they’ve always been done. This growing awareness gives me hope for the future.
What makes a coffee origin stand out?
Trust is everything. And trust comes from communication. I make it a priority to be present both when things are going well and when challenges arise. Suppliers should do the same. If there’s a potential issue down the road, let’s talk about it before it turns into a major problem.
What are your goals? What are mine? How can we collaborate to achieve them? A successful partnership must be mutually beneficial. When trust is established, it opens the door to problem-solving, innovation, meaningful connections, and sustainable business growth for everyone involved.
Connecting the dots at M-Cultivo
At my core, I’m a connector. I love meeting people, building relationships, and supporting others in reaching their goals. At M-Cultivo, my primary focus is developing new relationships and identifying business opportunities. I work to create meaningful connections across the industry and beyond, fostering collaborations that support specialty coffee farmers and their businesses.
Life and lessons from coffee in Peru
I had been living in Nicaragua for nearly seven years, half of which I spent working with Falcon Coffees. When they identified a need for a stronger presence in Peru, they invited me to relocate to Lima. That was six years ago. Soon after, I joined a sister roasting company to build digital traceability across their supply chains and develop their responsible sourcing strategies.
Living in Lima was a significant shift from my previous experience in Nicaragua’s coffee-growing regions. Unlike other producing countries, Peru’s coffee professionals are dispersed across the provinces rather than centralised in the capital. I didn’t find a strong coffee community within Lima itself, likely due to its sheer size—home to over 11 million people.
Additionally, I noticed a sense of competition among producing groups. Farmers working with multiple cooperatives or buyers often faced resistance rather than encouragement. Unlike some origins where collaboration is common, in Peru, loyalty to a single buyer or cooperative seems to be the expectation.
What keeps me going in coffee?
The long-term relationships I’ve built with suppliers and industry friends over the years. The richness of connecting with a diverse range of people—from producers who graciously invite me into their homes to decision-makers at major importers and roasters. My role allows me to bridge both sides of the supply chain, listening to and communicating the needs of each.
The understanding that progress takes time. The impact of much of my work may not materialise during my career, but that’s okay. Positive change in coffee is a long game, and I’m committed to playing my part.
Connect with Amanda
Amanda’s journey in coffee is one of passion, resilience, and dedication to meaningful change. From sourcing microlots to fostering long-term producer relationships, her work is driven by a commitment to sustainability, transparency, and collaboration.
As coffee faces increasing challenges, Amanda remains optimistic, believing that engaged professionals and ethical sourcing can create a more resilient future for producers and buyers alike. She has kindly shared her email for you to contact if you wish: amanda.eastwood@mcultivo.com
Price, power and Peruvian coffee: Understanding the trade equation
Peru stands uniquely positioned in today’s volatile global coffee market. With recent fluctuations and rising prices in key coffee-producing origins and regions such as Brazil, Colombia, and Central America, and East Africa, Peru now finds itself presented with a strategic opportunity to capture market share.
Understanding the dynamics of the C-Market and Peru’s potential to leverage these changes is essential for producers, exporters, and roasters alike. The C-market— the global commodity market for coffee—fundamentally shapes green coffee pricing worldwide. Recently, the C-Market has exhibited significant volatility on both sides. In February 2025, it reached all-time highs followed by daily moves down that wiped out months of slowly increasing higher prices, “stairs up, elevator down” as they say.
The C-market can be a very technical place with indicators being used to gauge where price can go next, while macro-level correlations and factors such as the weather in Brazil and Vietnam, the price of the DXY (US Dollar Index), and geopolitical events determine the real trajectory of prices in the long term.
Peruvian coffee prices, historically linked closely to C-market trends, experience direct impacts from these movements, presenting both risks and opportunities for stakeholders.
The pricing landscape for green coffee in Peru
Peru’s green coffee pricing traditionally follows the global C-market trends but often at a lower baseline and differentials compared to its Latin American counterparts like Colombia and Costa Rica. Despite this, recent changes such as higher prices in traditionally premium-producing regions due to decreasing yields, environmental factors, and rising production costs, are shifting the balance.
As Brazil’s harvest is still unclear, uncertainty is in the air, and the base of all espressos around the world are being put under the spotlight. The price of the body in the espresso is becoming larger, while the sweetness of a $4-5 per kilo natural are becoming a distant memory. Balance is what is desired from the perfect espresso and right now it seems to be very skewed to higher prices.
The opportunity: Leveraging higher prices elsewhere
Brazilian, Colombian and Central American coffee prices have surged due to climate disruptions, leaf rust outbreaks, and increased production costs. This scenario presents Peru, with its diverse micro-climates and extensive organic and specialty production capabilities, a unique chance to position itself as a compelling alternative.
Different regions in Peru have different profiles. Regions such as Pasco and San Martín are perfect for espresso. Balanced, medium to low acidity, nutty and chocolate profiles, while regions such as Cajamarca and Amazonas can bring the acidity to any blend.
Regions like Cusco and Puno are versatile enough to be part of blends or single origin, and there’s growing production in regions such as Junin and Huánuco, that can help plug the global production gap.
Strategic actions for Peruvian coffee producers
Thinking long-term isn’t the first thought for many coffee producers in Peru. Selling to the first buyer that arrives at the farm has been the modus operandi for so long it’s become expected in most regions. What’s happening in the coffee market right now is a window of opportunity for many who can see past one harvest.
It’s not every year that roasters consider changing their wholesale blends and it takes seismic shifts in some cases for it to do so. The price of the C-market is that catalyst and the time to grab this opportunity is now, with both hands. It’d be easy to raise prices this year and for many, finally turn a nice profit from their years of hard work but those same buyers won’t be back the following year if and as prices stabilise. New supply chains will be created and those that can see past the next harvest will be the longer term benefactors.
This is the message we are communicating on behalf and benefit of roasters in the short-term, and also to the coffee producers we work with in sight for longer lasting business relationships.
Capitalising on market shifts
Peru sits at a crossroads of price, power, and potential. The recent global coffee price volatility, especially in traditionally premium-priced regions, positions Peru ready to become embedded in global supply chains. With strategic market positioning, robust traceability systems, and a growing reputation for quality, Peruvian coffee can significantly enhance its market value.
This is Peru’s moment to redefine its place in the global coffee trade equation—leveraging higher global prices elsewhere to build a sustainable, profitable, and empowered future for its producers.
While others mapped the trade terrain, Proyecto Otuzco picked up the tools and built a new road.
Proyecto Otuzco - From coffee bike to producer organisation with Carlos Solis Zapatel
The Otuzco Project is a testament to how curiosity, entrepreneurship, and the willpower of producers can transform an entire region. Founded by Carlos Solis Zapatel, the project has evolved from a small coffee bike in Lima to a full-scale initiative supporting a handful of coffee producing families in the Otuzco province, part of the region, La Libertad.
In this conversation, Carlos shares his journey, the challenges and rewards of working directly with producers, and his vision for Otuzco’s coffee future.
From coffee bike to producer organisation
I started in 2014 with BiciCoffee, inspired by my friend Daniel Rivero’s BiciCafé in Puerto Rico. My goal was to introduce high-quality Peruvian coffee through a mobile espresso setup. By 2015, I had settled in Barranco, Lima, where I pivoted from multiple mobile units to a fixed espresso bar due to logistical and permit challenges.
In 2017, I became a roaster, sourcing coffee from different regions but without direct relationships with producers. That changed in December 2017 when my friend Greins Gamboa introduced me to Huaranchal, a district in Otuzco. Seven months later, in July 2018, I made my first visit.
It started as a curiosity trip, but I fell in love with the area’s mountains, climate, and people—particularly the Reyes family, the first to join the project. This was my opportunity to work directly with producers and invest in an unknown coffee region.
Why Otuzco?
Initially, the appeal was to offer an exotic and unique origin while working directly with producers for the first time. However, my motivation quickly became more human and social. Specialty coffee is a tool for improving the well-being of coffee-growing families, and I saw an opportunity to build a sustainable, long-term project.
Building producer relationships
After working with the Reyes family in 2018, I decided to fully commit to Huaranchal. In 2019, the Reyes family introduced me to the Ramos family—Don Emilio and Doña Myriam—who became the second family to join. They’ve been pioneers, implementing honey processing in 2020, planting Geisha in 2022, and reaching an 86.25 SCA score, the highest in Huaranchal at the time.
By 2021, thanks to Reynaldo Guzmán, I expanded to the districts of Usquil and Charat, bringing in families such as Don Lute, Doña Jeshu, Uncle Felipe, the Solano family, and many more. Their production varies from 15kg to 322kg per harvest. Each producer brings different skills and challenges, and I work closely with them to support their development.
In 2024, I ventured beyond the province of Otuzco to a neighbouring one called Gran Chimú, still within the La Libertad region. I had a meeting with the Vergara and Portilla families, who cultivate yellow Caturra using a natural process. This region presents significant social challenges but holds great potential due to its proximity to Trujillo, the capital city of the region.
“We differentiate ourselves not just by the region we represent but by our approach, focused on producer growth and community well-being.”
Otuzco’s coffee is grown in the mountains, at elevations of 1,700–2,470 meters. Harvest temperatures range from 20–24°C, with a warm sun that allows for natural drying without solar tents. While washing coffee is costly due to infrastructure limitations, we’ve experimented with honey and washed processes in small batches. The beans are dense, and with good natural drying, they develop mature red fruit notes.
Managing a coffee business from farm to cup
The biggest challenges include logistics, managing people, and communicating with different stakeholders— end customers, baristas, and rural families—across generations and cultural backgrounds. Scheduling safe travel between these groups is another difficulty. A key challenge is adapting to market demands while staying true to our social mission.
Specialty coffee is a means to an end: improving the well- being of Otuzco’s coffee-growing families. Communicating this without falling into purism or rejecting new opportunities is an ongoing challenge. On a personal level, staying grounded and responsible as a social entrepreneur is always at the forefront of my work.
Showcasing coffees from Otuzco at Expo Café Lima
It was an incredible experience. We had participated in 2022 and 2023 as guests at our friend Anggela Sara’s stand, but in 2024, we had our own booth for four days. The Reyes and Ramos families from Huaranchal, Reynaldo from Usquil, and the Vergara family from Cascas joined us. We connected with customers, baristas, and entrepreneurs, reinforcing Otuzco’s reputation as a specialty coffee origin.
The future of Otuzco coffee: Can it compete?
Absolutely. Being a mountain coffee origin with a relatively recent coffee history gives us time to grow without pressure. In the short to medium term, we can produce micro-lots scoring 88–89 SCA, comparable to jungle-grown coffees. Long-term, I believe we can reach 90 points and compete in the Cup of Excellence.
Since 2018, we have worked alongside producers, respecting their traditions while introducing post-harvest innovations. This synergy is the foundation for our sustained progress.
Post-harvest processing and quality improvement
Becoming Q Processing-certified was a personal goal before I founded the Otuzco Project. Now, it serves as a tool for professionalising our work and improving coffee quality. Since 2023, we have implemented new processing techniques, such as differentiating honey processes by introducing black honey, separating Red and Yellow Caturra, experimenting with controlled fermentations (24 and 36 hours), and using specialised tools like Fermaestro.
We’ve also improved dried cherry storage and conservation. The next challenge is to implement written post-harvest protocols that align with the day-to-day reality of producers, ensuring they are both practical and effective.
Harvesting more than beans
Leading the Otuzco Project has been an incredible journey. We differentiate ourselves not just by the region we represent but by our approach—focused on producer growth and community well-being. As we continue discovering the potential of Sierra Liberteña coffee, we remain committed to our core mission: making specialty coffee a vehicle for positive change in Otuzco.
What happens when producers stop waiting for market access and create their own rules?
Organising for better prices: AYNI on reciprocity, ancestral knowledge, and long-term collaboration
In the heart of Cusco’s La Convención Valley, where the misty slopes nurture some of Peru’s most exquisite coffee, a movement rooted in tradition and reciprocity is reshaping the future of coffee production in the Huyro district. Kevin Román, a fourth-generation coffee producer, is at the helm of this transformation.
Born and raised in an urban environment, Kevin’s journey back to coffee began in 2016, when he sought to reconnect with his family’s farming heritage. Today, he leads the Association of Specialty Coffee Producers AYNI (APROCAESA), a producer-led coffee organisation, working exclusively with producers from the Huyro district.
The Meaning of AYNI
AYNI is an ancient Incan principle of reciprocity—giving in order to receive. In the context of coffee, this philosophy is deeply embedded in the region’s farming traditions, where families support each other during the harvest season. By working on their neighbours’ farms with the understanding that the favour will be returned, producers create a resilient and cooperative labour system. As an association, AYNI is committed to preserving local identity, traditions, and the unique flavours of Huyro’s coffee.
Overcoming challenges and building a community
The seeds of AYNI were sown in 2021, when Kevin worked closely with esteemed coffee producers in Huyro. That year, several farmers qualified for the national round of the Cup of Excellence (CoE), but due to logistical and financial constraints exacerbated by the pandemic, their coffees remained unsold in Lima.
Taking matters into his own hands, Kevin retrieved the stored coffee and organised a public tasting to introduce these exceptional microlots to coffee shops in Lima. The success of this initiative solidified relationships with ten coffee producers, forming the foundation of AYNI as a formal association.
Connecting coffee to global markets
Today, AYNI supplies both green and roasted coffee to specialty cafes and roasteries across Peru in the cities of Lima, Arequipa, Cusco, Trujillo, Huancayo, and Tacna. For the first time in 2024, their coffee reached an international market and into the UK through our relationship. We sourced a beautiful, exceptionally floral washed Geisha from one of the members, Luisa Zamaolla, yet the association’s best expression of Huyro’s terroir is with their washed Bourbons, reminiscent of the region’s small yet incredibly sweet mangoes and delicate tangerines.
A vision for the future
More than a decade ago, Huyro’s local coffee cooperative collapsed, leaving debts and mistrust among producers. Since then, many have worked independently, selling their coffee at low and unpredictable prices. AYNI is changing this narrative by creating a transparent, community-driven alternative, where producers work together for better pricing, fair trade opportunities, and long-term sustainability.
Regular meetings are held throughout the year to evaluate progress, gather feedback, and make collective decisions. The long-term vision is ambitious: to support over 100 coffee-producing families in Huyro and establish a high- quality local milling plant, creating jobs and strengthening expertise within the community.
A lifelong commitment to learning and growth
Kevin attributes his agronomic knowledge to the guidance of experienced farmers like his grandmother, Maruja Challco, and the veteran members of AYNI, many of whom have been harvesting coffee for over 50 years. Now, he is cultivating his own plot, El Retorno, where he will apply the lessons learned from his family and peers.
Beyond first-hand experience, AYNI also invests in education. Using collective funds, the association organises training sessions with specialists in post-harvest processing, ensuring that every coffee producer refines their skills and maximises their coffee’s potential.
A model for collective progress
In an industry where competition can often overshadow cooperation, AYNI embodies the spirit of shared success. With a deep-rooted philosophy of reciprocity and a commitment to innovation, Kevin Román and the producers of AYNI are paving the way for a more sustainable, equitable, and prosperous future for those working in coffee and living in Huyro.
The case for honey production: An interview with Roiber Becerra on how honey is helping to fund coffee dreams
For many smallholder coffee producers, relying solely on coffee can be a risky business. Coffee prices fluctuate, changing weather patterns can bring unpredictable harvests, and diseases like leaf rust can devastate crops. As a result, producers are seeking ways to diversify their income—not only to secure financial stability but also to build more resilient and sustainable livelihoods.
One emerging approach is integrated beekeeping, where honey production complements coffee farming. Beekeeping not only provides an alternative source of income but also enhances coffee yields through improved pollination.
To understand this model in action, we spoke with Roiber Becerra, a coffee producer from Lonya Grande, Amazonas, who has successfully introduced beekeeping to his farm, boosting both his coffee harvest and his income.
Mark: Can you tell us about your background in coffee and how you started exploring honey production?
Roiber: I was born into a coffee-producing family, so coffee has always been a part of my life. From an early age, I knew that I wanted to continue working in coffee, but I also wanted to find ways to increase its value. After studying at university, I returned to my homeland to apply what I had learned and explore ways to improve both our coffee production and our economic stability.
Through my research and experience, I realised that bees play a crucial role in coffee farming. They are responsible for pollinating the coffee flowers, which directly impacts yields. Without bees, we wouldn’t have the same level of flowering, and our coffee plants wouldn’t be as productive.
That’s when I decided to introduce beekeeping to my farm—not only to enhance coffee production but also to produce honey as an additional source of income.
What was the process of setting up beekeeping on your farm?
Setting up beehives was a learning process, but it was incredibly rewarding. Each hive consists of two sections:
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The Breeding Chamber: Where the bees reproduce and maintain the colony
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The Honey Super (Alza): Where bees store honey, which we later harvest
The honey collection process is done carefully to protect the bees:
1. We wear beekeeping suits to prevent stings
2. We use a smoker to calm the bees before opening the hive
3. The honeycomb frames are removed from the honey super, ensuring the breeding chamber remains undisturbed
4. In a separate, enclosed space, we uncap the honeycombs and extract the honey using a centrifuge, which allows us to remove the honey without damaging the combs
5. The honey is stored for 20-30 days before bottling, allowing the flavours to develop naturally
This process ensures that we protect the bee colony while also collecting high-quality honey.
“Diversification is the key to long-term sustainability in coffee farming.”
Beyond producing honey, what are the benefits of having beehives on a coffee farm?
The biggest benefit is increased pollination, which directly impacts coffee yields. Since introducing beehives, I have seen a significant improvement in coffee flowering, leading to better productivity. There are also environmental benefits—bees help maintain biodiversity on the farm by pollinating a variety of plants, which strengthens the ecosystem.
And, of course, honey has its own medicinal benefits. It’s a natural remedy for digestive issues, colds, and the flu, and it’s highly valued in traditional medicine.
What does your honey taste like? How does it reflect the coffee farm?
Since most of the nectar comes from coffee flowers, the honey has a uniquely floral profile, with tasting notes of:
- Jasmine
- Rose tea
- Light citrus undertones
It’s a reflection of our farm’s terroir—the same floral characteristics that you find in our coffee can also be tasted in our honey. This makes it a truly one-of-a-kind product, allowing consumers to experience another dimension of the coffee farm beyond just the cup.
Have you started bottling your honey? Where do you sell it, and what is your long-term vision?
Yes, I have started bottling my honey, and right now, I sell it locally. However, my long-term vision is to export it— especially to Europe, where there is growing demand for high-quality, single-origin honey.
Just like people appreciate the complexity of specialty coffee, I want them to experience the taste of coffee flower honey. It offers a new way to connect with the farm, complementing the coffee they already enjoy.
What advice would you give to other coffee producers looking to diversify their income?
I always say that agriculture is evolving, and producers must adapt to change. Climate variability, market prices, and production challenges will always exist, so it’s important to look for complementary activities that enhance coffee production and create additional revenue streams.
Beekeeping is a great option because it improves coffee yields while offering a new product to sell. But beyond honey, coffee producers should explore other possibilities—whether it’s agritourism, cacao, spices, or value-added coffee products. Diversification is the key to long-term sustainability in coffee farming.
Anything else you’d like to share?
I want to thank Mark Russell for supporting this new project. As I always tell him, every initiative I take on is meant to inspire young and adult producers who are dedicated to agriculture. We are in a new era of coffee farming, and we must embrace change while preserving our traditions. Honey is just one example of how we can innovate, sustain our farms, and ensure a future for coffee-producing families.
A model for the future of coffee farming
Roiber Becerra’s journey into honey production is a powerful example of diversification in coffee farming. By integrating beekeeping with his coffee operation, he has not only increased his farm’s productivity but also created a high- value secondary product.
As coffee producers worldwide face economic and environmental challenges, integrating alternative income sources—whether through honey, cacao, vanilla, or tourism— these new avenues offer a sustainable path forward. With a growing appreciation for single-origin, farm-to-table products, initiatives like Roiber’s showcase the future of coffee farming: one that is diverse, resilient, and deeply connected to nature.
From Amanda’s reflections on trust to Roiber’s honey-sweet approach to diversification, this chapter reveals a growing truth: producers across Peru are not waiting to be discovered—they’re designing the future of coffee on their own terms. Through collective action, market strategy, and innovation rooted in tradition, they’re building systems that reward resilience, not just yield.
But while long-term structures are critical, recognition can still be transformative. In the next chapter, we spotlight the competitions—regional and international—that are elevating producers, raising standards, and opening doors that once seemed closed.
Chapter 4: Coffee Competitions & Recognition
