He goes further into sharing how this is done within San Agustín.
“We opt for direct relationships with a select group of importers, those we know personally, who have full traceability commitments from producers. This approach ensures that our coffee beans come from small producers, supporting local communities. Moreover, we have a policy of not bargaining prices with importers, ensuring they receive fair compensation for their hard work and dedication. This contributes to improving the living conditions of farmers and their families, and promoting sustainable practices throughout the supply chain. Our commitment to equity and sustainability motivates us to continue collaborating with responsible importers and producers, positively contributing to the coffee industry and the environment.”
With regard to the consumer, Luis and the team are observing how the new generation are valuing transparency and freshness in their coffee choices. For example, they are seeking roast dates on their package, which aligns with their preference for lighter roasts. This shift has led to a growing interest from consumers in specialty coffees and single-origin offerings. The team see how customers are transitioning from capsules to espresso machines, too, and they prefer purchasing whole coffee beans rather than pre-packaged products.
Additionally, there is significant demand for training in various coffee preparation techniques, such as V60, Aeropress, Kalitta, and more. This reflects a rising consumer desire to explore and appreciate the variety of flavours and nuances that coffee brings. Furthermore, alternative plant-based milk options are gaining notable popularity among customers. This shows the increasing awareness of healthier and environmentally-friendly options in coffee-based beverages.
Aligned with these trends, San Agustín’s commitment is to stay at the forefront, with this including providing its customers with a remarkable educational experience that matches their ever-evolving preferences. Within this, it is keen to highlight studies demonstrating the health benefits of moderate coffee consumption, such as its potential antioxidants and its ability to enhance concentration and mood.
Overall, the company’s relentless pursuit of excellence and staying current with the latest trends and techniques is present in its collaboration with top coffee bean importers in Europe. It actively works with these partners to ensure it sources the most exceptional and distinctive beans, allowing it to offer a unique coffee experience to each and every customer.
Now, last but certainly not least, we ask Luis what his favourite coffee is. Without hesitation, he says, “Ethiopian coffee. The complexity of Ethiopian coffees, the floral notes, and the variety of profiles you can find each year make me genuinely excited every time we try the new harvest batches. It’s as if each cup is a different adventure, and that really motivates me a lot.”
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24195 Villaobispo de las Regueras, León. España