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Though only a month has passed since our return, it already seems like forever ago that Jeff and I traveled to Guatemala to spend time with Jorge and Javier Recinos of Finca Nueva Armenia in Huehuetenango. As unbelievable as it might seem, Counter Culture had never seen this farm — home to one of our longest coffee-purchasing relationships — during the peak of the coffee harvest!
Even before the season began, I had mentally reserved a week for total Finca Nueva Armenia immersion, and I count myself blessed to have shared this trip with Jeff McArthur, Counter Culture roaster, cupper, and logistics guru — not to mention talented photographer. In addition to the typical responsibilities of a first-time coffee person at origin, we tasked Jeff with documenting the inimitable beauty of Finca Nueva Armenia and the quirky Recinos family. With his characteristic attention to detail, Jeff snapped more than 800 photographs while we were there, then winnowed them down to a manageable and beautiful set, which he posted to Flickr, complete with descriptions! Then, with his characteristic humility, he didn't promote these great photos around the office, so I’m taking it upon myself to crow over his skills.
Our Finca Nueva Armenia coffee logo features a mountain view rather than an illustration, as with some of our coffees.
Recent references to the theme of this year’s TED conference — The Rediscovery of Wonder — brought this trip, family and farm to mind immediately. First, because Finca Nueva Armenia is awe-inspiring. Have you ever wondered why we use a stylized photograph as the coffee’s icon on our packaging? I have wondered, and increasingly I think that it’s because, even with all of our powers of imagination combined, we could not dream up an icon so beautiful or dramatic as the scenery at this farm. Four years have passed since my first visit to Finca Nueva Armenia and I have seen a lot of farms and met a lot of people since then, which makes it all the more intriguing that I feel more star-struck now than I did on that first visit to this corner of Guatemala.
Though this was Jeff’s first trip to origin, I was the one gasping and marveling at the landscape like a good gringo tourist as the mountains and valleys of Finca Nueva Armenia spread out in front of us.
If it’s a little bit hard to believe that the farm is real. The same goes for warm and good-natured Recinos brothers. If I didn’t know them, I wouldn’t believe that coffee farmers like Jorge and Javier still existed. That’s a strange thing to say, I know, because it's not like these guys are churning their own butter: they drive cars, watch reality television, have university degrees, and have traveled to Botswana (that’s a story for another time). And yet, I can’t help feeling like they belong in another era because they lack the cynicism that sometimes seems entrenched in modern-day society (in Guatemala as in the US).
Jorge Recinos looks for Maragojipe variety coffee beans at Finca Nueva Armenia. Photo by Jeff MacArthur.
These 30-something twins speak reverently of the beauty of the land their great-grandfather purchased at the beginning of last century, and they marvel at the health and strength of the towering bourbon-variety coffee trees their grandfather planted there in the 1940s. They recognize that neighboring farms look, feel, and produce coffee very different from theirs. They know that if Finca Nueva Armenia had no shade, more plants per foot, and plentiful agrochemical fertilizers, the two of them could make more money. But, as inheritors of generations of tradition and preservers of a style of agriculture that almost doesn't exist in coffee, they've chosen to keep the old ways and make them work in this new world.
With all of that in mind, my hope for each of you is that when Finca Nueva Armenia's coffee arrives next month, you can taste it with a hint of that sense of wonder I feel!
Kim Elena
So What's the Deal With the Coffee Market? Our Director of Coffee and co-owner Peter Giuliano and Graphic Designer Katy Meehan explain.
When Peter G. and Katy Meehan, our talented new graphic designer, decided to collaborate on a project to communicate the changes afoot in the global coffee market to the specialty coffee community, we had no idea about the magical results they would achieve.
Aptly called a "comic service announcement" by our friends at, the Counter Culture Comics debut, "So What's the Deal With the Coffee Market?" is available online as part of our Flickr stream. Click here for a slideshow.
Although originally intended for an audience of coffee professionals, we thought it might be of interest to everyone.
POSTED IN: coffee knowledge
For 2011, the TED conference assembled a cast explorers, storytellers, photographers, scientific pioneers, visionaries and provocateurs from all parts of the globe.
We're very proud and honored to be a part of the cadre of roasters and baristas collaborating on Coffee Common, which made its debut this week at TED 2011 in Long Beach, CA. Much more than simply a provider of coffee for TED participants, Coffee Common was handcrafting some of the world's most unique, delicious coffees and delivering a message about the complexities, intellectual puzzles, and amazing opportunities that the coffee trade presents. Our own Lem Butler, Erin Meister, and Peter Giuliano were there, brewing Buziraguhindwa Microlot 2010 and celebrating the wonders of coffee.
POSTED IN: coffee
See the full set on Flickr for Jeff's notes on each photo from his trip to Finca Nueva Armenia in Huehuetenango, Guatemala, in January 2011.

See the full set on Flickr for Tim's notes on each photo from his trip to Ethiopia in January 2011.

See the full set on Flickr for Meister's notes on each photo from her trip to Nicaragua in January 2011 for our Nicaragua Field Lab.

Nicaragua Field Lab Report from Peter Giuliano.

We're honored to be a finalist for the Institute for Sustainable Development's 2011 Green Plus Sustainable Enterprise of the Year Awards.
We're honored to be a finalist for the Institute for Sustainable Development's 2011 Green Plus Sustainable Enterprise of the Year Awards.

In addition to environmental efforts, the Green Plus awards recognize organizations "for their success in balancing strong business, community, and environmental practices." Please take a look around our Sustainability section for more information about our efforts to strike that balance.

As a finalist, we're also eligible to win a Green Plus People’s Choice Award. Voting is currently open.

POSTED IN: sustainability