In this episode of En la Barra we talk to Chava about his beginnings, the evolution of specialty coffee in Spain (and, specifically, in Seville) and the keys he sees for the coming years.

From first steps to accidental ambassador

Chava started out like many: not knowing what it was to be a barista. Curiosity and competition pushed him to learn quickly (he won the regional Forum and the National shortly after) and that made him one of the voices that, at the beginning of 2010, helped to spread the message of origin coffee (when “specialty” was almost unheard of). That incipient community was formed by sharing learning, mistakes and borrowed roasters.

What really changed its trajectory

Losing a championship was the turning point: it forced him to “reset”, to study green coffee, processes and roasting from scratch. From there came years of investment in training, trips to origin and, above all, basic tastings for the public. His conviction: a well-made elaboration and the habit of cupping open the door to better cups and more informed consumers.

Seville today: growth and expectations

He sees Seville in full bloom, with a striking concentration of coffee shops (he points to Amor de Dios street as the future “golden mile”). Even so, he warns of two risks:

• Elitism that alienates new audiences.
• Marketing over quality, which leads to disappointment when the promise of “special” is not evident in the cup.

Chava’s recipe to counteract it: Process pedagogy (Washed, Natural, Honey, Experimental), transparency and conscious pricing that keeps Coffee as a gateway, not a barrier.

Importers, traceability and trips to origin

Chava defends the role of the importer: structure, control and traceability to ensure consistent purchases. His trips to origin have been more to learn than to buy, and reinforce an idea: Coffee is technique, yes, but also craft and life. Technology helps; enjoyment and honesty with the client, more so.