Jairo Humberto López has been involved with coffee his entire life as he comes from a coffee growing family. He started producing coffee independently around fifteen years ago, and today, is a passionate coffee grower, eager to improve the quality of his coffee. He decided to begin the journey of producing specialty coffee as he wanted to receive recognition for his hard work, plus he wanted the opportunity to earn a better income. The concept of specialty coffee in the area where Jairo Humberto is located was still a relatively new idea when he started off, but Jairo has always been characterized as a producer who focuses all his attention on improving what he does, no matter what everyone else is doing. He considers the thing that makes his farm so special is its potential to produce great coffee because of the volcanic soil and ideal altitude.
Finca Villa Norena is located very close to the Nevado del Tolima, causing the farm to have a diverse mix of microclimates, leading to a complexity in the cup profile. Jairo has taken advantage of our PECA team, who offer farmers that we work with us free technical advice and training to improve their practices. With the help of PECA, Jairo has been able to improve his fermentation process, using the right methods and times for his varieties and climatic conditions. He has definitely seen a difference between now and while he was producing conventional coffee, a huge difference in quality and and a much better income because of it.
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Ethical, traceable sourcing
This page has all the sourcing information (variety, process, region, story, importer, and more) that our importers share with us, and give us permission to use.
The transparency helps us talk confidently about the quality and background of our product, and it helps you know exactly what you’re buying.
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Coffee page transparency legend
Our coffee philosophy
Our business approach
Fresh harvest coffee
We only source and roast coffee from each country’s latest harvest season (so the green coffee is never older than 1 year from the time of picking, processing and packing). This ensures the sensory qualities are always at their peak and unaffected by excessive ageing.
Roasted for espresso and filter (best enjoyed black)
Roast style: omni. Omni roasts are designed to brew and taste great both as espresso and filter. Our omni single origins generally sit on Agtron values in the ~70-60 value range. So, technically, they are somewhere in the lighter side of the medium spectrum.
Designed for espresso and filter brewing. Best enjoyed black.
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Our Loring Kestrel S35 roaster
Our roasting style and approach
Best brewed within days 15-49 post-roast
The ‘fresh is best’ saying doesn’t apply to coffee (contrary to popular belief). Waiting before opening and brewing your bag of whole coffee beans helps develop peak flavour and acidity.
But heads up: if you buy pre-ground coffee, brew it as soon as possible.
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Our recommended brewing window
Try our custom brewing recipes
Our recipes and ratios are tailored to our coffee sourcing and roasting styles, bringing the best flavour and feel out of each coffee.
For pour over, immersion, and other filter brewing styles, check our brew guides.
For our espresso single origins, we recommend a coffee:yield ratio of 1:3:
- Dose: 20g ground coffee
- Yield: 60g espresso
- Total brew time: ~24-28 seconds
This is just a starting point! We encourage you to experiment, taste, and adjust to find the recipe that you enjoy the most.
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Our espresso brew guide (single origin)
Brewing ratio calculator
Packaging and sustainability
- Bags: ABA-certified home compostable (AS 5810-2010)
- Labels: recyclable
- Valves (only on +250g bags): general waste
- Box and tape (online orders): recyclable
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Our packaging