Alex Herrera is the fifth generation of a Guatemalan coffee family, with deep roots in the mountains of the Atitlán Volcano. Since he was a child he has been linked to Coffee, accompanying his parents in the Cultivation and processing, learning every detail that makes this bean unique. His technical training and international experience have allowed him to combine family tradition with new trends in production and marketing, ensuring high quality, traceable and sustainable coffees.

His passion and leadership are reflected in a balance between love for the land and innovation in the processes, strengthening the value proposition of family coffees and preparing them to respond to the demands of the global market. Each micro-lot produced by Alex and his family reflects respect for the environment, the community and the coffee growing history of Guatemala.

This dedication is experienced in every Farm they cultivate. Los Andes, acquired in 2024, recovers the history of a property that was linked to Panama since the 19th century, and today combines tradition and modernity in the production of exceptional coffees in the foothills of the volcano. For its part, Pampojilá, located on the upper part of the volcano above the lake, with volcanic soils and natural mist that protects the coffee trees, was renovated by the Herrera family in 2012 and continues to offer coffees with a unique flavor and rich centennial history.