Diego has been involved in coffee for as long as he can remember. He comes from a coffee-growing family whose story began in the 1980s, when they were cattle farmers in Caquetá. Due to the violence in the region at the time, they were forced to relocate to Palestina, Huila. Back then, coffee was just beginning to gain popularity in the area. When the family arrived, they started planting their first coffee trees. Since then, his great-grandfather, grandfather, and father have all dedicated themselves to coffee farming.

In 2018, Diego discovered Pink Bourbon, and his uncle, who worked for an exporting company, introduced him to the world of specialty coffee. In 2021, he began studying Philosophy at the National University of Colombia.

At that time, Diego was living in Bogotá, where he started exploring coffee shops and learning more about how coffee was sold. What began as a hobby and a way to meet people in the city gradually became a business opportunity. He started working in coffee shops as a barista, then moved into roasting, and eventually began teaching barista skills and roasting as well.

Although he lives in Bogotá, Diego travels frequently to Pitalito, especially during harvest season. He always returns to the farm during this time, even pausing his university studies when necessary to be there.

About a year ago, Diego began organizing the family business alongside his relatives, including his uncles, who also own farms. Since then, he has been actively commercializing their coffee and developing the business. Today, he works with his partner, Nelson, who stays on the farm, cupping coffees and overseeing quality, while Diego focuses primarily on sales and commercialization.

Studying Philosophy has also played an important role in Diego’s journey. Driven by his curiosity about people and how they think, he has found that his studies have helped him navigate the process of building a business. Moving from life on a farm in the mountains to the city was a major cultural shift, and philosophy helped him better understand and adapt to that experience.

Today, the farm grows Pink Bourbon, Striped Bourbon, Caturra, Geisha, and Tabi. Diego’s uncles and grandparents are the ones who take care of the day-to-day work on the farm, continuing the family’s coffee-growing tradition while Diego works to bring their coffees to new markets.