Farm-to-Cup Experiences Are Changing Coffee for Consumers
For many coffee drinkers, especially in North America, coffee begins at their local café, with little thought given to the journey of coffee—y’know, that tiny little bean that’s actually the seed of a fruit? Few consumers have ever actually visited a coffee farm, let alone witnessed the immense effort, skill, and care it takes to cultivate, process, and prepare coffee.
For many of us, coffee is a daily ritual—an anchor to our mornings and a shared moment in our days. Yet the labor and love behind each cup often go unnoticed. Farm-to-cup experiences are bridging this gap, offering consumers the chance to step into the world of coffee production, see the painstaking work firsthand, and connect with the people and processes behind their brew. These experiences not only deepen appreciation for coffee but also highlight the complexities of sustainability, innovation, and the cultural significance that this small but powerful bean carries.
This week, we’re looking at the idea of eco-tourism around coffee. We have three destinations, all of which we’ve experienced first hand, that are elevating the understanding of coffee’s journey, building a bridge between the farm and your cup, while helping create a more informed and connected global coffee community.
La Palma y El Tucán, Colombia
La Palma y El Tucán isn’t just a coffee farm—it’s a global icon in the specialty coffee world. Known for its innovative processing techniques and sustainable farming practices, this Colombian farm has produced some of the industry’s most celebrated coffees, including beans that clinched the World Barista Championship title in 2019. Cole showcased La Palma’s coffees in Barista Championships, using them to secure 3rd and 5th place finishes at the World Barista Championship.
For visitors, La Palma offers more than coffee—it’s an immersive experience. Their luxury eco-lodge, perched in the breathtaking Colombian mountains, invites guests to surround themselves in the coffee journey. From hand-picking ripe cherries to exploring their new-age fermentation methods, visitors can see first-hand the transformation coffee goes through from a fruit on a tree into the complex and nuanced beverage we enjoy daily. La Palma was one of the first that we’re aware of, to bridge the gap between coffee’s origins and its enjoyment, creating unforgettable connections and fostering a deeper appreciation for every sip. We’ve had a few of our non-coffee friends visit and LOVE the experience.
Mount Totumas Cloud Forest, Panama
Nestled at 1,900 meters in Panama’s Chiriquí Province, Mount Totumas Cloud Forest offers eco-lodging amidst breathtaking biodiversity, with cabins and a lodge that provide access to stunning cloud forest trails. It’s an unbelievable experience for coffee lovers or nature enthusiasts.
The property has gained acclaim in the coffee world, producing some of the best Geisha that have received top honours in the annual Best of Panama Competition. In 2023, their Geisha Natural lot scored 96.25 points, taking first place in the Geisha Natural Category and selling for $2,504/kg, showcasing the dedication behind their coffee craft. Located on the border of La Amistad National Park, there’s endless hiking trails, an incredible amount of bio-diversity, and I’d highly highly recommend if you visit, you ask to see the insect collection.
Hacienda Alsacia, Costa Rica
This is a farm owned by Starbucks and it’s part of their ‘Starbucks Reserve’ brand. It’s a 100+ hectare property nestled at the base of Costa Rica’s Poás Volcano. This stunning estate is both a working farm and a global hub for coffee research, focusing on sustainability and farmer support. Their conducting research on genetics, processing and ways to fight changing environments.
While there’s no lodging on-site, the guided tour offers a fascinating look at the coffee journey from seed to cup. Visitors can explore Starbucks’ innovative farming practices and enjoy a cup of Hacienda Alsacia’s exclusive coffee at the cafe, all while taking in breathtaking views of the plantation—a memorable way to connect with the origins of coffee, as a day-time activity!
Dave’s Take;
In the world of wine, craft beer, and cheese, consumers love diving into the stories behind their favourite sip or bite. The vineyard, brewery, or creamery transforms raw ingredients into something extraordinary. Yet, when it comes to coffee, equally or arguably more complex, many consumers start and stop their journey at the local cafe. Farm-to-cup experiences offer an untapped business opportunity for the coffee industry.
By immersing consumers in the journey from farm to cup, they deepen appreciation for coffee’s craft. Similar to how wine tourism drives engagement and sales for vineyards, coffee farm visits can create an emotional connection between consumers and the product. Educating consumers about the labour, care, and expertise involved in coffee production transforms it from a commodity into an artisanal product. For the specialty coffee industry, this shift is critical to fostering demand for higher-value coffee and ensuring the future viability of the entire supply chain.
Cole’s Take;
I’ve been to all the farms above that we’ve listed and I can say first hand, they’re experiences that are absolutely worthwhile as industry or casual consumers of coffee. There’s something about the way you can connect to the product that leaves a mark, lasting through every time you experience a cup. For me, I have such fond memories of both La Palma y El Tucan and Mount Totumas, for the place, the product and the people. For Alsacia, I greatly admire the project, though I’m not finding myself at Starbucks to seek out a cup…
There’s something so nice about seeing the entirety of the process behind a product that we consume. I swear there’s a psychological impact when you taste a product from a place you’ve experienced—the flavours are slightly more vibrant and clear, there’s a familiarity to the taste profile and a memory recall that has an ability to transport you back to a moment, a memory or a place.
I vote we push for more of these immersive experiences in the coffee industry. Boutique hotels situated on coffee farms, surrounded by Bourbons or Geisha, with breathtaking views showcasing the vast and endless beauty and landscape that most coffee producing countries have to offer.
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Reading: Yale researchers discovered how visual clutter messes with your brain’s ability to process what you’re looking at. It turns out, too much “stuff” around the edges of your vision can slow down how information flows in your brain. If you’re struggling to focus… it might not just be the coffee ….it could also be the pile of papers on your desk!
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Can experience bridge the gap between consumers and producers?