Through the combined efforts of JumpinGoat Coffee Roasters and Ken Landers, the San Rafael Sustainable Coffee Initiative (SRSCI) is off the ground and running. With the goal of restructuring the current seed-to-cup value chain that exists in coffee farming, the SRSCI aspires to positively impact the lives of the Costa Rican coffee farmers, implementing the four pillars of sustainability: social, cultural, economic and environmental. With current co-op methods ineffectively aiding the farmer, the SRSCI is laying the foundation for direct trade from the San Rafael coffee farmer to the consumer. The astonishing facts of the current value chain demonstrate a net profit for some Costa Rican farmers of $0.39 (39 cents!) per one pound of coffee. Compare this to the average $250 net profit the coffee retailer receives for the SAME one pound of coffee. JumpinGoat Coffee Roasters and the SRSCI believe the consumer should have the choice to go directly to the source, the Costa Rican farmers themselves. The San Rafael Sustainable Coffee Initiative opens this window for choice, offering direct communication with the farmer, direct purchase and revealing a world of possibilities for the consumer and the farmer that do not exist in the current market. JumpinGoat will be returning to Costa Rica with the Costa Rica Eco Tour scheduled for January 2011 to further investigate coffee at its source, the SRSCI’s venture in coffee sustainability measures and how to accomplish this with the other local coffee farmers. Coffee and non-coffee industry personnel are encouraged to join.
Arriving at the Juan Santamaria International Airport in San Jose on April 30th, JumpinGoat Coffee Roasters officially began its Costa Rican Adventure. With optimism high and anticipation brimming, the trek along the countryside to Santa Elena Monteverde and on to San Rafael was wondrous and fulfilled what could at first only be imagined. While the roads were rough and arduous, the tropical landscape and abundant wildlife offered a welcomed diversion. In the words of JumpinGoat CEO, Forrest Graves, “Amazing.”
Described by Forrest Graves as “intelligent, warm and sincere”, Ken Lander, administrator of The Common Cup Community Coffee House and Roastery in Monteverde, greeted JumpinGoat at Mata ‘e Cana, a grill and bistro located by The Common Cup. Ken assisted JumpinGoat throughout the trip with translation and communication with the local farmers and their families, tours of the local coffee farms and various sites and good ‘ole non-coffee-related fun. After traveling to Ken’s personal farm and residence, Finca Flor Mar, located in San Rafael de Abangeras, Guanacaste, Costa Rica, JumpinGoat settles in for a sound night of sleep in the midst of breathtaking landscapes and beautifully diversified wildlife.
The morning brings an introduction and productive meeting between Jorge Fonseca, Ken Lander, Roman Reyes and Forrest Graves, JumpinGoat Coffee Roasters. Jorge Fonseca is a local farmer who operates the largest coffee plantation in San Rafael, the Finca Fonseca. Finca Fonseca consists of 153 hectares (equal to 378 acres) with 12 hectares devoted to the production of coffee. Roman Reyes is the coffee production manager for Finca Flor Mar, the farm of Ken Lander. The topic of conversation encompassed the challenges currently facing coffee production and the joining of the two farms, Finca Flor Mar and Finca Fonseca, for the purpose of coffee production. A subsequent exploration and inspection of each cafetal (coffee patch, if you will) ensued as they walked the farm grounds. Interactive discussions and observations of the varieties of Arabica being grown made for an exciting and informative tour. As the Abangares River is born on the Finca Fonseca, JumpinGoat was gifted with the opportunity to visit and view this aesthetic element of nature. From here, JumpinGoat traveled to The Common Cup to participate in the daily roasting classes offered free to guests visiting The Common Cup. As expected, JumpinGoat “jumped” right in to the roasting classes for a fun-filled and relaxing evening.
With preparations made through VIP Travel, Ken Lander and the help of Ran Smith, owner of Pension Santa Elena, Mr. Graves tested out the ziplines at Selvatura Park located in Monteverde’s Cloud Forest, spanning close to two miles across and through the canopy of the tropical rainforest. When questioning Graves regarding his adventure, words to describe soaring through the towering trees and the magnificence of nature could only be summed up by “Once in a lifetime.” The Cloud Forest hikes themselves are rich with exotic beauty, displaying an array of birds, insects and wildlife. Toucans, macaws, bananas and plantains color the terrain. Green mountain vistas and full arched rainbows leave you truly questioning if you have entered paradise.
Day three in the Costa Rican Adventure Tour consists of surveying the farm of Alejandro Garcia Villalobos, the Finca Santa Marta. With such a gracious and welcoming family, JumpinGoat became well acquainted with Alejandro as they explored the estate and talked intimately concerning the problems facing the local farmers. JumpinGoat was given an up-close look at the farming methods and operations of the farm, from seed to cup. A wealth of knowledge was gleaned from Alejandro on the history, the goals and the future of Finca Santa Marta.
One of the most heartfelt moments of the expedition was the tour of the Cloud Forest School in Monteverde. The school is K-11 and dedicated to bilingual education with focus on the significance of sustaining the incredible environment in which they live, as well as the importance of reforestation. Forrest Graves was invited to co-teach the 7th grade class regarding his ideas on a sustainable model for the production and marketing of coffee from the farmer to the consumer. An abundance of wisdom was absorbed from the children regarding their way of life, their future and the difficulties the school encounters with financial support.
After a genuine day interacting with the children at the Cloud Forest School, JumpinGoat visits Alejandro’s coffee shop, El Colibri, situated at the mouth of The Monteverde Cloud Forest Biological Reserve. Forrest sits down for a cup of their Café San Marta and for a take on the farmers’ view, as well as coffee shop operations. This visit leads to additional dialogue regarding the farmers’ needs and the current co-op situation. The existing co-op measures are ineffective and failing the Costa Rican farmer. Without help, the farmers are struggling to keep their farms viable. Possibilities of a joint venture and the outcomes of a new and effective sustainability model were discussed in hopes of making a positive impact on the future of coffee in this region.
The last evening was spent at El Angel, a local restaurant overlooking Guanacaste and the Gulfo de Nicoya from 4,000 ft above sea level finalizing the forthcoming possibilities and success of the JumpinGoat Costa Rican Adventure. JumpinGoat was fortunate enough to meet Jorge Calvo, Mayor of Municipality of Abangares, while dining and an exchange of ideas transpired. Jorge Calvo expressed his support in favor of new markets for coffee in the municipality of Abangares and a sustainable initiative for coffee production to bring assistance to farmers in San Rafael.
While the surroundings are as beautiful and exquisite as far as the eye can see, the underlying truth is that the Costa Rican coffee farmers are struggling to maintain their way of life. The illusion of paradise dissipates after intimate conversations and interaction with the local farmers. It becomes apparent to JumpinGoat that the farmers are fighting for the survival of their coffee farms, as the local co-ops have become inadequate. This realization struck to the heart of Forrest Graves. JumpinGoat’s mission regarding coffee business plans and the plight of these farmers became clear and concise. Bonds are forming, minds are turning and the groundwork is being laid; JumpinGoat Coffee Roasters is endeavoring to positively effect Costa Rican coffee farming. Embracing the four pillars of sustainability – social, cultural, economic and environmental - the quest has begun.
Working side-by-side with Ken Lander from The Common Cup and VIP Travel, itinerary arrangements are being finalized for JumpinGoat’s return visit in January 2011 with the JumpinGoat Costa Rican Adventure Tour. All those interested in joining JumpinGoat Coffee Roasters on this venture into a deeper understanding of sustainability initiatives in the world of coffee are welcomed wholeheartedly. What is Forrest Graves planning? Continue to follow the progress of JumpinGoat Coffee Roasters as we update their development. I believe the real adventure is just beginning…
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