The world of coffee shops is fueled by the world of coffee farmers. For as long as coffee has been grown, the people who pursue the cultivation of the product we cultivate community around in the cafe have struggled and survive based on their ability to band together, invest in the land, one another, and innovate methods to secure their future.
Today we get he distinct honor of talk with someone whose efforts have produced many different opportunities to advance the thriving of farmers and provides a model that can be spread to other farms as well.
I am please to welcome, Felipe Sardi!
Felipe is the Founder and CEO of El Green Hub, a business ecosystem dedicated to environmental regeneration, sustainability, and innovation within the specialty coffee value chain. With operations in multiple countries, El Green Hub brings together companies that span coffee production, international trade, retail, and financial services. By empowering small-scale producers across Latin America through sustainable practices and financial inclusion, they drive meaningful economic and social change in rural communities. Their journey began with La Palma y el Tucán, a small farm in Cundinamarca that transformed from degraded land into a thriving ecosystem where specialty coffee flourishes alongside restored biodiversity. This living laboratory proved that regenerative agriculture works—inspiring business models that have since grown into significant enterprises across the coffee and agricultural sectors
Born and raised in Colombia within an entrepreneurial family, Felipe developed a deep appreciation for hard work, innovation, and purpose-driven business. He graduated from Los Nogales High School in Bogotá (1996) and went on to earn a Bachelor's in Finance from Tulane University in New Orleans (2001). His commitment to sustainable agriculture led me to pursue a Graduate Certificate in Agricultural Sciences from the University of Melbourne and a Permaculture Design Certificate from the Permaculture Research Institute in Australia.
In this episode we will talk about:
- The genesis of Felipe's coffee journey
- De-commoditizing coffee
- The role of terroir, genetics, and processing in coffee innovation
- The bio-innovative process and its impact on coffee profiles
- Responsible innovation and collaboration with farmers
- The lactic acid process and its reception in the coffee world
- The significance of terroir in maintaining coffee's unique identity
- Felipe's vision for co-creating the next wave of coffee with roasters and consumers
Related episodes!
KEY HOLDER COACHING GROUPS!
Are you a coffee shop owner looking to join a community of other owners to help bring perspective, insight, encouragement, and accountability in a well curated setting?
Then you need to apply to join Key holder Coaching Groups!
Applications are now open for fall 2025 Cohort: Click below to learn more: APPLY TO KEY HOLDER COACHING GROUPS
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If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email
chris@keystothshop.com
of book a free call now:
https://calendly.com/chrisdeferio/30min
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