Fredy mentions that “When a farms and producers name is placed on bags, packaging, or coffee shop menus, we feel proud and motivated.” Fredy’s loving and supportive wife and their son are his driving force and greatest inspiration in this coffee endeavour. We were proud and honoured to be able to meet and talk with Fredy on our 2025 origin trip, and explore his mind on his use of mosto in fermentation. He thinks critically and boldly, and we were excited to taste the results of this on the table.

What does direct trade mean to you?

“I believe every coffee producer’s dream is to sell their harvest directly to buyers and markets that value and pay a fair price for the effort and sacrifice behind growing coffee. This dream became reality thanks to the support of the Raga Project and its founder, Rony Gamez, who have helped connect producers with buyers and specialty markets. We are deeply grateful to Raga; thanks to the recognition of our coffee’s quality, we have been able to sell directly to buyers who appreciate
it, giving visibility to my name, Fredy Diaz, and to Finca La Cruz. Receiving fair payment allows us to improve our quality of life, invest in better infrastructure, and expand coffee areas with exotic varieties that achieve higher market value.”