SABOR.COFFEE
Project Brief
As third-generation stewards of Finca Las Cruces, the Cuartas Alvarez family has remained committed to upholding the legacy of sustainable agriculture in coffee production. Our mission is to cultivate exceptional coffee while fostering social responsibility within our community. We understand that sustainability goes beyond environmental practices—it encompasses economic and social justice as well. Our goal is to improve the livelihoods of the people who play an essential role in the coffee supply chain, ensuring that they are compensated fairly for their hard work. This commitment reinforces our dedication to creating a more ethical coffee industry while preserving the cultural and agricultural heritage of Colombia.
Concept
The concept focuses on elevating the value of coffee production by integrating sustainability with community well-being. Coffee is not just a product but a livelihood for many families in Colombia, where the coffee industry holds cultural and economic significance. By improving wages and working conditions across the supply chain—from pickers to transportation workers—this initiative promotes fairness and equity. The visual and messaging elements of the brand emphasize the family’s multi-generational dedication to these principles. The coffee industry becomes a platform for positive change, where quality is defined by ethical practices and long-term relationships with the local community.
Solution
The solution was to implement a comprehensive strategy that emphasizes sustainable agriculture and fair compensation within the coffee supply chain at Finca Las Cruces. This approach not only ensures the production of high-quality coffee but also empowers the local community by providing fair wages to workers at every stage, from picking to drying and transportation. By raising awareness about the importance of equitable pay, we aim to uplift the regions that rely heavily on coffee production, helping them thrive economically and socially. This holistic model fosters transparency, improves living standards, and strengthens the ethical foundation of the coffee industry, benefiting both producers and consumers.
