Ruber grew up in the countryside, raised by a mother who taught eight children two rules that never change: work hard and stay honest. He lost his father when he was two, so discipline wasn’t optional—it was survival.
He learned the land by “working it until it produces,” protecting water sources, respecting nature, and building everything through effort. He and his siblings worked as a team for years, saving together until they could buy their own piece of land.
Ruber has spent decades in coffee—not because it’s easy, but because it’s steady. He doesn’t chase shortcuts. He believes coffee is a craft, a responsibility, and the foundation of his family’s future.
FARM LAS BRISAS
Ruber farms in the mountains of Huila, in the Brisas area—on the edge between Acevedo and Palestina—at 1,750–1,800 meters above sea level.
His farm is small but focused: about 4 hectares total, with roughly 3.5 hectares in coffee. The core of his production is Pink Bourbon, with a small lot of “Caturro Rayado”—a rare striped variety he’s keeping because it thrives in his climate and shows strong production potential.
For Ruber, the farm isn’t just land. It’s a business.
The only one that pays for everything: food, clothing, school supplies, and healthcare. “This is our company,” he tells his wife and daughters—because everything depends on getting coffee right.
Quality, for him, starts with strict cherry selection (no under-ripe, no over-ripe), controlled fermentation, and careful washing practices. His challenge is infrastructure: without a dedicated drying space, he’s been forced at times to sell coffee wet or even in cherry. A simple, properly sized drying system would change his control over quality—and his independence.
IMPACT
Ruber doesn’t talk about “getting rich.”
He talks about improving quality of life—and opening doors for his daughters.
Through Unchained, he isn’t only producing coffee. He’s moving closer to something most farmers never get: direct access to the final consumer, a path toward exporting, and income that reflects the real value of his work.
More income means:
Better education opportunities for his children
Better working conditions and tools on the farm
The ability to invest in quality (like a drying system) and produce with more consistency
More motivation to keep improving—because the effort finally makes sense
Ruber’s message to the customer is simple: don’t just drink the coffee—know the process, know the place, know the person. And if you ever visit Colombia, his invitation stands: come to the farm and see how it’s done.
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