Santiago comes from a coffee-farming family, but like many young people who grew up in the countryside, he moved to Medellín to build a career in the city, far removed from the world of coffee. His father had always managed the farms, while Santiago knew little about the industry. After his father passed away, he suddenly found himself in charge of two large coffee farms. Over the next few years, he immersed himself in the business, learning the ins and outs of coffee production and the sheer volume it involves. Eventually, he turned to specialty coffee, driven by a desire to build something more meaningful and lasting—something his children, or anyone who joins him, could be proud of and see real value in.