I travel to Colombia’s Huila region to answer a question that’s puzzled me for years: if specialty coffee pays more, is better for the environment, and brews tastier cups—why don’t more farmers grow it?

I speak with two producers in the same region whose choices couldn’t be more different. One stakes his future on specialty. The other opts out.

Their decisions come down to more than passion or a hard work ethic. Instead, I uncover two starting conditions—often invisible to us buyers—that strongly shape whether a farmer chooses specialty at all.

If we want to see more speciality coffee grown, we need to bring down the barriers to specialty. But first we need to understand what those barriers really are.

The answers might surprise you. They surprised me.

Please spread the word about The Science of Coffee! Leave a 5 star rating on Spotify Follow me on Instagram and tag me in an Instagram story Write a review on Apple Podcasts

Discover how I make these Filter Stories episodes by subscribing to my Substack newsletter

Find your next favourite Colombian coffee from The Coffee Quest

Taste coffees from Erick Bravo’s award winning farm, Finca El Chaferote

Nerd out on my farm profitability estimations

Season 3 of The Science of Coffee is made possible by these leading coffee organizations:

The Coffee Quest | BWT | TODDY | Algrano | Probat

Volume. Cheap. Lame flavours. This is the traditional way of growing coffee in Brazil, and almost every farm does it this way.

But what if you wanted to produce beautiful, distinctive flavours instead—and make a living from it?

In this episode, we travel to Fazenda Paraíso in Minas Gerais, Brazil, where farmer Vicente Pereira and his daughter are on a steep learning curve finding buyers for their beautiful coffees.

Part 2 explores what it looks like for a small Brazilian farm to find better buyers, and the challenge of achieving pricing power.

Behind every beautiful coffee is a family story like this, but it’s a story we rarely get to see close up.

Let’s take a closer look.

Please spread the word about The Science of Coffee! Leave a 5 star rating on Spotify Follow me on Instagram and tag me in an Instagram story Write a review on Apple Podcasts

Discover how I make these Filter Stories episodes by subscribing to my Substack newsletter

Source your next lot of specialty green coffee on Algrano

Listen to Firefly to hear a cautionary tale about a specialty farm failing because they couldn't find the right buyers.

Try Fazenda Paraiso's and Sancoffee's coffees for yourself!

Season 3 of The Science of Coffee is made possible by these leading coffee organizations:

The Coffee Quest | BWT | TODDY | Algrano | Probat

Volume. Cheap. Lame flavours. This is the traditional way of growing coffee in Brazil, and almost every farm does it this way.

But what if you wanted to produce beautiful, distinctive flavours instead—and make a living from it?

In this episode, we travel to Fazenda Paraíso in Minas Gerais, Brazil, where farmer Vicente Pereira and his daughter are on a steep learning curve finding buyers for their beautiful coffees.

Part 1 unravels the hidden structures of Brazil’s coffee industry: how prices are set, why it’s so hard to create a specialty-focused farm, and why Vicente's farm is unsustainable if he sells his coffee the traditional way.

Behind every beautiful coffee is a family story like this, but it’s a story we rarely get to see close up.

Let’s take a closer look.

Please spread the word about The Science of Coffee! Leave a 5 star rating on Spotify Follow me on Instagram and tag me in an Instagram story Write a review on Apple Podcasts

Discover how I make these Filter Stories episodes by subscribing to my Substack newsletter

Source your next lot of specialty green coffee on Algrano

Listen to Firefly to hear a cautionary tale about a specialty farm failing because they couldn't find the right buyers.

Try Fazenda Paraiso's and Sancoffee's coffees for yourself!

Season 3 of The Science of Coffee is made possible by these leading coffee organizations:

The Coffee Quest | BWT | TODDY | Algrano | Probat