Stories

João’s Legacy – Minas Gerais, Brazil 🇧🇷

“For three generations, my family has been growing coffee in the rolling hills of Minas Gerais. But for years, we sold our beans at commodity prices, never realizing their true potential. That changed when Ambicion Coffee partnered with us.

With their support, we transitioned to natural processing and honey, preserving the smoothness and chocolatey depth of our beans. Ambicion also helped us reduce water waste and improve soil health through organic composting. Today, our farm produces some of the best natural pulp coffees, and with better prices and direct trade agreements, I can invest in my children’s education while preserving the prosperity of our land for the next generation.”


Miguel’s Passion for High Altitude – Nariño, Colombia 🇨🇴

“At 2,100 meters above sea level, my farm in Nariño produces coffee with a complexity that I always knew was special. But without adequate access to direct buyers and special pricing, I struggled to support my family. Ambicion changed that.

With their team, I experimented with extended fermentation and anaerobic processing, unlocking deep notes of caramel and tropical fruits in my beans. Their eco-friendly transportation solutions helped me ship fresher coffee with fewer emissions. Today, roasters pay a premium for my micro-lots, and I can reinvest in our community’s reforestation projects. Ambicion didn’t just buy my coffee: they believed in my work and the future of our land.”


Aisha’s Bold Step – Mbale, Uganda 🇺🇬

“Women coffee farmers in Uganda face many challenges: access to land, fair prices, and sustainable practices. But when Ambicion Coffee reached out to me, they saw the true potential in my farm and helped me share my beans with the world.

They guided me through my transition to shade-grown organic coffee, protecting biodiversity while improving my yields. They also connected me with ethical buyers, ensuring my Geisha varieties, rich in floral and citrus notes, got the price they deserve. Today, I lead a group of 20 women farmers, reinvesting profits into education and clean water projects. Thanks to Ambicion, our coffee is more than a product: it’s a movement for change.” »


Tesfaye’s Legacy – Sidamo, Ethiopia 🇪🇹

“Ethiopia is the birthplace of coffee, but for too long our beans have been undervalued. My farm in Sidamo produces heirloom varieties with wild, floral aromas. When Ambicion partnered with me, they helped elevate our coffee to where it belongs.

With their support for green transformation, we reduced water waste in our washed coffees and introduced controlled drying techniques, highlighting the jasmine and berry notes of our beans. Their transparent pricing model has allowed my workers to earn fair wages, and together we have reinvested in local schools. Today, our farm’s coffee is sought after by specialty roasters around the world, proving that sustainable coffee is the future.”


Carlos’ Revival – Santa Ana, El Salvador 🇸🇻

"After years of struggling with falling coffee prices, I nearly gave up on my Santa Ana farm. Then Ambicion Coffee showed me that my carefully processed Pacamara varieties could compete with the best in the world.

They helped me refine natural, anaerobic fermentations, unlocking deep red fruits and wine-like acidity in my beans. With sustainable transportation logistics, my coffee now reaches global buyers with a reduced carbon footprint. Best of all, profits from my farm support local youth programs, ensuring the next generation stays connected to the land. Through Ambicion, I’m not just a farmer, I’m the steward of El Salvador’s coffee future."