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.