Coffee Culture and the Rise of a New Generation

A Legacy in the Clouds: The Allure of the City and the Call of the Cloud Forest

José Ignacio “Pepe” Jijón cultivates coffee in Ecuador’s breathtaking cloud forest. His beans are highly sought after internationally. Conversely, his son, José, finds himself drawn to the vibrant energy of New York City. This creates a compelling contrast between the established traditions of the family farm and the allure of a modern, urban life. The juxtaposition highlights the generational shift in perspectives on farming and the challenges facing small-scale coffee producers globally.

A Family's History Entwined with Coffee

In 2024, Pepe Jijón received a prestigious award from Sprudge, a leading global coffee community, for his exceptional coffee beans. These beans originate from his Finca Soledad, a farm situated high in the Andes mountains. This high-altitude location, nestled within a unique cloud forest ecosystem, contributes to the distinctive flavour profile of his coffee. Specifically, the combination of altitude, humidity, and diverse plant life creates the complex acidity, floral notes, and dark berry hints that make his coffee so desirable. His journey, however, wasn't always smooth. Early ventures into sugar cane, commodity coffee, and bananas resulted in significant financial losses. Despite these setbacks, Pepe's resilience and his dedication to quality have enabled him to overcome adversity.

Jose's Uncertain Path

Meanwhile, Jose, Pepe's son, holds dual Ecuadorian and US citizenship. He currently works at Sey Coffee, a prominent New York roastery. He's a skilled young barista, but his future remains uncertain. He's currently navigating his options. He's only 19 years old. He's weighing the stability and tradition of family life in the cloud forest against the excitement and opportunities of life in a bustling metropolis. His situation reflects a common dilemma faced by many young people from farming families: the conflict between inherited tradition and personal ambition.

The Challenges Facing Smallholder Coffee Farmers

Globally, the future of smallholder coffee farms is precarious. Numerous factors threaten their viability. Firstly, climate change poses a significant challenge, affecting crop yields and quality. Secondly, competition from large corporations, who often produce lower-quality coffee at lower prices, creates an imbalance in the market. Thirdly, consumer expectations for cheap coffee further exacerbate the problem, squeezing the profit margins of small farmers. In Ecuador, the average coffee producer is around 60 years old. This leads to a concerning lack of younger individuals willing to take over family farms. The sustainability of the coffee industry, then, is threatened not only environmentally but also demographically. As the world consumes record levels of specialty coffee, the very farms that supply a significant portion of the global market (60% to 80%) face an existential crisis..

Image Credit - The Guardian

A Father's Wisdom and a Son's Ambitions

Jose acknowledges the difficult realities of coffee farming in rural Ecuador. He highlights the harsh working conditions and low wages as major deterrents. He's witnessed firsthand the struggles of his father and grandfather. He fears burnout will lead him away from a family business. The path to success hasn't been easy for his family. For instance, four years ago, Finca Soledad was nearly bankrupt. Despite this history of struggles, Jose and his sister, Kassandra, have a deep appreciation for the coffee industry.

They both aim to remain involved, but neither envisions solely dedicating their lives to working on the farm. Pepe, in turn, recognizes his son's need for exploration and self-discovery. He's not pressuring Jose to take over Finca Soledad. Instead, he focuses on environmental conservation and the pursuit of producing exceptional coffee. He is content with his current situation. He aims to preserve a significant portion of his land for nature. He strives to live a life connected to nature. He believes he's living on borrowed time. He's grateful for every moment.

Pepe's Vision: Conservation and Quality over Quantity

Pepe's philosophy centers around environmental stewardship and the pursuit of exceptional coffee quality. Consequently, he prioritizes sustainable practices over maximizing profits. He plans to maintain a substantial portion of his land unplanted. This reflects his commitment to preserving the natural environment. His dedication extends beyond the immediate financial gains. He aims to create a sustainable legacy. This is crucial for the long-term health of the environment and the coffee industry. His approach differs markedly from the purely profit-driven model of his father. This ultimately caused a rift between them. He views coffee production as a way to create positive change. He considers it to be a tool for social and environmental good. He has a clear vision for the future, one that prioritizes the well-being of the planet over short-term financial gains. This holistic approach is what distinguishes his coffee and his farm from many others.

Jose's Evolving Relationship with Coffee

Initially, Jose's connection to coffee was purely transactional. He required payment for any involvement in the family business. His views have since evolved significantly. Exposure to the entire coffee production process, from bean to cup, and his participation in global coffee events, have deepened his appreciation for the craft. His perspectives changed through observation and experience. He's witnessed the global success of Finca Soledad during the Covid-19 pandemic. This success has further fueled his interest and provided him with a new perspective on the family business. He now actively engages in cupping sessions with his father. They discuss flavour notes and processing techniques. This collaborative process has fostered a deeper connection between father and son. It strengthened their bond through shared expertise and passion.

The Importance of Intergenerational Dialogue

The relationship between Pepe and Jose showcases the complex dynamics of family businesses. Their contrasting aspirations highlight the challenges of bridging generational gaps. However, their open communication and mutual respect enable them to navigate these differences. They engage in regular discussions about the farm's future. Their shared passion for coffee acts as a connecting point. This illustrates the importance of open dialogue and mutual understanding in navigating complex family matters. This approach makes for a healthier dynamic between father and son. Their shared passion for coffee provides the foundation for their strong bond. Their relationship isn't just defined by business; it's grounded in mutual respect and appreciation.

The Broader Context: A Dying Profession

Beyond the Jijón family, the Ecuadorian coffee industry faces broader challenges. According to Ena Galletti, president of Ecuador's specialty coffee association, many small coffee farms in the Intag valley are shutting down. Mining activities have significantly impacted the region, forcing many farmers to abandon their land. This trend highlights the precarious nature of the coffee farming industry. Many have sought work in other sectors or migrated elsewhere in search of better opportunities. The combination of low wages, difficult work, and competition from larger coffee producers makes it difficult to attract and retain young people in this field. This demographic shift contributes to the industry's sustainability crisis. There's a tangible concern about the future of small-scale coffee production. The depletion of farming communities highlights the broader societal implications of this economic shift.

A Path to Sustainability: Focusing on Quality

The solution, as many industry leaders propose, lies in focusing on quality over quantity. By producing high-quality specialty coffee, farmers can command higher prices, improving their livelihoods. This approach has been successfully implemented at Finca Soledad. The farm's premium coffee fetches high prices, enabling them to pay their workers significantly more than those in neighboring Colombia. This higher earning potential, however, is not always sufficient to counter the challenges. The workers still face difficult working conditions. The high quality of the coffee, therefore, creates a more equitable work environment, making it more attractive to workers. This economic strategy is also crucial for the overall sustainability of the coffee industry. It can ensure its long-term future. This higher price point has significantly benefited the workers and the sustainability of the farm.

Image Credit - The Guardian

The Impact of External Factors

Finca Soledad's success, though substantial, hasn't been without its setbacks. A prolonged drought in 2024 significantly impacted their harvest. This underscores the vulnerability of coffee farms to external factors, like climate change. The drought illustrates the risks inherent in reliance on a single agricultural product, especially one susceptible to environmental changes. This reliance on climate can greatly impact the overall success of the farm. This emphasises the importance of diversified income sources and resilient agricultural practices. Overcoming such challenges requires adaptability and innovation, as the farm has repeatedly demonstrated. The overall success of the farm isn't just dependent on the quality of coffee; other factors significantly impact the farm.

Harnessing Technology and Tradition

Despite the challenges, Finca Soledad continues to innovate. Jose’s return to the farm represents a renewed commitment to its future. He's actively involved in implementing modern technologies to improve efficiency and productivity. This includes automating certain tasks and documenting successful harvesting methods from previous years. This blend of technological advancement and traditional farming practices showcases a pragmatic approach to sustainability. The farm's success isn't solely due to the quality of the coffee; it's also a result of their ability to adapt and adopt new strategies. The adoption of technology allows for better management of resources and increased efficiency. It also allows for a more consistent product. Moreover, this approach demonstrates a commitment to maintaining a balance between tradition and innovation.

Beyond the Farm: Educational Outreach

Jose’s future plans extend beyond the boundaries of Finca Soledad. He intends to spend the next year teaching children in rural Ecuador about coffee cultivation. This initiative reflects a broader commitment to ensuring the long-term sustainability of the coffee industry. This educational initiative is pivotal in addressing the generational gap within the industry. By inspiring young people to consider coffee farming as a viable career path, Jose aims to counteract the negative perceptions and attract future generations. His work serves a double purpose. First, it promotes education. Second, it aims to support and sustain the coffee industry. The initiative showcases his dedication to promoting the coffee industry while contributing to the local community. This commitment is essential for the future of the coffee farming profession in Ecuador.

The Power of Storytelling and Social Media

Finca Soledad's success has been significantly amplified by social media. This platform has enabled them to connect directly with consumers, highlighting the story behind their coffee and the farm's commitment to sustainability. The "beautiful vessel" of social media, as Schnorenberg describes it, has proven to be an invaluable tool in marketing and outreach. This direct connection with consumers allows them to build brand loyalty and ensures transparency in their operations. It is, therefore, a critical component of their business strategy. The strategic use of social media underscores the power of storytelling in the modern marketplace. This approach not only promotes the product but also builds a community around the brand. It is, therefore, a crucial element of their overall marketing strategy. The impact of social media is not to be underestimated. It has proven to be an invaluable tool in their success.

The Global Reach of Specialty Coffee

Finca Soledad's coffee enjoys international acclaim. Its high quality has led to collaborations with renowned roasters worldwide. This global reach underscores the growing demand for high-quality specialty coffee. The farm's beans are coveted by connoisseurs and professionals alike. This global success illustrates the potential of small-scale coffee farms to compete on a global scale. The collaborations with roasters like Manhattan Coffee Roasters further contribute to the farm's reputation. This showcases the increasing appetite for ethically sourced and sustainably produced coffee. The success story proves that high-quality coffee can succeed on a global scale. It also reinforces the value of direct trade relationships. The global demand for high quality, ethically sourced specialty coffee is driving the farm's success.

Economic Considerations and Challenges

Despite the accolades and global reach, Finca Soledad still faces economic challenges. Maintaining a high-quality product requires significant investment in labor, technology, and sustainable practices. The price of specialty coffee, while significantly higher than commodity coffee, isn't immune to market fluctuations. The success of Finca Soledad, however, points to a viable alternative to the low-wage, unsustainable model of commodity coffee production. The economic viability of this model depends on several factors, including consumer demand and market conditions. Maintaining a consistent production level is crucial for ensuring the long-term economic success of the farm. This is essential in order to ensure the long-term viability of the coffee farm. The economic model of Finca Soledad provides a blueprint for other small-scale coffee producers aiming for sustainability and economic success.

A Model for Sustainable Coffee Production

Finca Soledad’s success story provides a valuable model for other small-scale coffee producers. Its focus on quality, sustainability, and fair labor practices demonstrates a path towards economic viability and environmental responsibility. This model challenges the prevailing notion that small farms cannot compete with large corporations. By prioritizing quality and ethical production, Finca Soledad has carved a niche for itself in the global coffee market. This approach prioritizes long-term sustainability over short-term profits. The model emphasizes the importance of building relationships with consumers and fostering transparency throughout the production process. This integrated approach makes for a more successful and sustainable business. The farm serves as a successful example of a sustainable business model. It also highlights the importance of focusing on quality over quantity.

Image Credit - The Guardian

The Importance of Fair Labor Practices

Finca Soledad's commitment to fair wages distinguishes it from many other coffee farms. By paying its workers substantially more than the industry average, the farm creates a more equitable and stable work environment. This approach, crucial for attracting and retaining skilled workers, directly addresses the labor shortages plaguing the coffee industry. The fair wages demonstrate a commitment to ethical practices. This also leads to improved worker morale and productivity. The higher wages are a powerful incentive for attracting and retaining workers in an industry notorious for low wages and challenging working conditions. It is an example for other farms looking for a sustainable way to do business. It shows how a sustainable business can be more profitable in the long term.

The Role of Community Engagement

Finca Soledad's success isn't solely due to its internal operations; it's also a product of its engagement with the surrounding community. Jose's educational initiatives and the farm's overall commitment to sustainability demonstrate a responsible approach to social impact. By investing in the community, Finca Soledad helps to build a more resilient and sustainable future for the region. The farm's success depends on its positive relationships with the local community. The engagement with the community demonstrates a commitment to social responsibility. Community engagement is critical in ensuring the long-term success of the farm. This approach is more sustainable because it helps the community survive.

The Impact of Climate Change on Coffee Production

The drought experienced at Finca Soledad highlights the significant threat posed by climate change to coffee production worldwide. The unpredictability of weather patterns and the increasing frequency of extreme weather events create significant challenges for coffee farmers. This emphasizes the need for climate-resilient agricultural practices and increased investment in research and development. The impacts of climate change are far-reaching and require collaborative efforts to mitigate. The vulnerability of coffee production to climate change requires a collaborative effort to create sustainable solutions. The farm's experience underscores the need for proactive measures to mitigate climate change's impact on coffee cultivation. Addressing climate change is crucial in the long-term success of coffee farms.

The Future of Coffee: A Call for Collaboration

The challenges faced by Finca Soledad and the broader coffee industry require a collaborative approach. This includes partnerships between farmers, roasters, consumers, and policymakers. By working together, stakeholders can develop sustainable solutions to address the environmental, economic, and social challenges facing the industry. Collaborative initiatives are needed to ensure the long-term sustainability of coffee production. The collaboration between various stakeholders is crucial for sustainable development. The success of the industry depends on everyone working together. It is important that everyone works together to create a sustainable industry.

Jose's Journey: A Symbol of Change

Jose Jijón's journey represents a microcosm of the broader transformations occurring within the coffee industry. His internal conflict between following a traditional path and forging his own reflects the challenges faced by many young people in rural communities. His decision to explore options outside of the family farm, yet remain deeply connected to the industry, speaks to the evolving nature of agricultural livelihoods. His story demonstrates the growing need for innovation and adaptation in the face of climate change and market pressures. He's a symbol of a new generation of coffee professionals who are committed to both sustainability and success. His journey inspires others to create their own path in the coffee industry. His story is a testament to the importance of pursuing one's own aspirations.

The Importance of Preserving Tradition

While innovation is crucial, it's equally important to preserve the traditions and knowledge that have been passed down through generations of coffee farmers. Finca Soledad's commitment to sustainable practices and its focus on quality reflect a deep respect for the craft and the land. This balance between tradition and innovation is essential for the long-term sustainability of the coffee industry. The farm's success is not only due to its modern methods, but also because of its dedication to preserving its heritage. Traditional practices are often more sustainable and produce higher quality coffee. The blend of traditional and modern practices is crucial for the success of Finca Soledad.

The Future of Smallholder Farms

The future of smallholder coffee farms depends on a multitude of factors, including consumer demand, market prices, and climate change. However, Finca Soledad's success offers a glimmer of hope, demonstrating that small farms can compete and thrive in a globalized market. Their model, focusing on quality, sustainability, and fair labor practices, provides a blueprint for other farms to emulate. The future will likely see a greater emphasis on direct trade relationships and transparent supply chains, creating more equitable distribution of profits. Small-scale farms that embrace innovation and adapt to changing market conditions are most likely to succeed. Consumer demand is a critical factor in determining the future of smallholder farms.

A Call for Consumer Awareness

Ultimately, the  future of the coffee industry rests not just on the actions of farmers and producers but also on the choices of consumers. By demanding ethically sourced, sustainably produced coffee, consumers can help to create a more equitable and sustainable industry. This means paying attention to labels, supporting direct trade initiatives, and being willing to pay a fair price for quality coffee. This conscious consumption is critical in ensuring a more sustainable coffee industry. Consumers play a critical role in supporting and sustaining ethical practices. By supporting sustainable practices, consumers can help shape the industry's future.

Conclusion

The story of Pepe and Jose Jijón is not just a family saga; it's a compelling narrative that encapsulates the challenges and opportunities facing the global coffee industry. Their journey reflects the broader conflicts between tradition and innovation, the urgency of addressing climate change, and the importance of fostering ethical and sustainable practices throughout the supply chain. The future of coffee is intricately linked to the well-being of smallholder farms, the choices of consumers, and the collaborative efforts of all stakeholders. By embracing sustainable practices, investing in communities, and demanding transparency and accountability throughout the industry, we can secure a more equitable and sustainable future for coffee. The Jijóns' story serves as both a cautionary tale and a beacon of hope, reminding us that the future of coffee is not predetermined but rather depends on the choices we make today.