Alejandro comes from a technical background. Trained as an electronic engineer, he learned early that progress doesn’t come from chance—it comes from understanding systems, measuring results, and improving them over time.
When he returned to coffee, he didn’t see it as nostalgia. He saw it as a challenge. Colombian coffee had history, but it also had limits. Alejandro represents a new generation of producers who respect tradition while questioning it—looking for better processes, better quality, and a future where coffee is built with intention.
For him, innovation is not abandoning the past. It’s evolving it. And the real competition isn’t between producers—it’s against a system that undervalues their work.
FARM LA PLAYA
Finca La Playa is located in Líbano, Tolima, at 1,450 meters above sea level—a zone with strong potential for balance, sweetness, and clarity in the cup.
The farm works with washed and natural processes, focusing on consistency and technical control rather than volume. Alejandro approaches farming as a long-term project: understanding soils, refining post-harvest practices, and making decisions that improve quality year after year.
La Playa is not just land. It’s a platform for transition—from traditional production toward a more modern, process-driven approach that allows Colombian coffee to compete at a higher level.
IMPACT
Alejandro doesn’t measure success in short-term gains. He measures it in capability.
Through Unchained, the goal is to unlock what has been structurally out of reach:
Infrastructure upgrades that allow better processing and drying
Improved equipment to gain consistency and control
Access to high-level education in specialty coffee, so decisions are driven by knowledge, not guesswork
Direct access to the market changes the equation. More value stays at origin, making it possible to invest, learn, and build a farm that can evolve with the industry.
This is what impact looks like for Alejandro:
a farm that learns, adapts, and grows—while staying rooted in Colombian coffee culture.
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