In February 2025, our R&D team traveled to El Salvador to prepare for the 2025 Harvest. Beyond the technical experience, this trip allowed us to connect with the community working at the Beneficio de las Cruces and, in particular, with the young people who represent the future of coffee growing, as part of the Coffee Heritage project.

During our stay, we had the honor of giving a talk at the José María Vides School.

It was a special moment to share with the students the importance of coffee in the world and, above all, to motivate them to discover the opportunities that this industry offers to the new generations.

The experience reminded us that coffee is not just an agricultural product: it is culture, community and a driver of development. And while tradition plays a fundamental role, innovation and the vision of young people will be decisive in continuing to build a strong and sustainable sector.

Tradition and modernity in coffee growing

One of the main focuses of the presentation was to show how the sector is changing:

• Cultivation: from traditional varieties to new techniques with drones and innovative materials.
  
• Beneficiation: from drying in Patio to controlled processes with advanced technology.
  
• Sales and marketing: from local markets and printed posters to online platforms and digital strategies.
  
• Preparation and roasting: from simple beverage to latte art, specialized filtration and precision roasting.
  

These transformations do not mean replacing tradition, but complementing it with innovation, creating a more competitive and attractive sector for the younger generations.

A message for the future

We concluded the talk with a reflection: “The future of coffee growing is in your hands”. We firmly believe that motivating and involving young people is key to ensuring the sustainability of this industry.

Our visit to El Salvador was an enriching experience, both for our team and for the students. We returned with the certainty that the passion for Coffee is still alive and that the new generations have the potential to take it even further.