This is a story of dreams mixed with reality.
Small steps in the right direction
Wake Up! There’s still time.
“Wake Up”. Something so simple and daily, and at the same time, something so complex for the first step towards change. We take the concept of “wake up” in its deepest and most transformative sense. Because for us, waking up is not only when you have that first cup of coffee in the morning, for us waking up involves becoming aware of our surrounding. We want to wake up the minds of everyone around us. Wake Up Coffee is an invitation to a real change and, above all, to contribute to those who dedicate their entire lives to cultivate those coffee beans that accompany us every morning.
We start from the desire to change an industry where, unfortunately, small producers are often left on the sidelines, while other links in the chain take most of the benefits generating an imbalance in remuneration. Today we present our web platform as the first step towards an economic model where we truly unify quality with the product, sustainability with impact and fair trade with the small producer.
Through this blog, we document the strength of our commercialization and the improvements that we will generate to the coffee industry. We share with you our history, where we are and where we want to go together, by making a difference.
An origin in the heart of Central America.
We are Pablo and René, the founders of WAKE UP COFFEE and we grew up among the coffee mountains in Honduras. From a very young age we have seen the effort involved in working in the fields and understood the inequality that coffee farmers face on a daily basis. Our parents worked closely with the small producers through NGOs; from them we learned the value of effort and the importance of committing to improve the living conditions of these families. Today, with our experience in agriculture and, above all, in the world of coffee, we have created the company from empathy and the link within our roots. We are not just a brand, we are the result of years of learning, teamwork and a firm commitment to lead a positive change. Each step we take in this project brings us closer to that change that we dreamed of one day and that we are starting today.
Have you ever asked yourself what your purpose is?
You probably have, and you know that you could get there if you take action towards it. For us the purpose lies in being able to improve the life of the small producer who has been generationally forgotten, but at the same time, to help you find yours.
We understood that we can make a change and generate a positive impact in your day-to-day life and that specialty coffee can be so much more. Our message is clear: “New day. Better purpose”, meaning that every day is a new opportunity to be the best version of ourselves.
We realized that we could bring our knowledge, reflection, and above all, action, in connecting each person with the story behind each bean. We have been inspired by Bauhaus art design, which managed to integrate diverse artistic branches into a single concept. Like this artistic movement, we will unite under a fair and transparent structure, a path where there are better conditions for producers.
A Role Model.
WAKE UP COFFEE future is global, but without losing sight of the local and human aspect. We work to achieve a genuine impact in every country we reach. The goal is clear; to improve the lives of small producers, valuing their work, paying premium prices and placing them at the center of our story.
At its core, the goal is to break with established norms and take this coffee revolution to a global scale, making sure that we return to each producing community the benefit that is rightfully owed to them. This is not just a business; it is the vision for a new, fairer and more conscious coffee industry.
Our purpose goes further; we are going to educate, awaken consciences and build a community that appreciates the true value of the main actors in the chain, the producers. We follow our agenda that, in the short and mid-term, prioritizes circular economy and real fair trade, cutting out unnecessary intermediaries. This is just the beginning of a challenging path that will revolutionize the industry.
We are convinced that small steps in the right direction are big steps towards the final destination.
“Now, what small steps will you take?”
