Jorge Arturo Serrano Villanueva

For its very first appearance on our menu, we are delighted to present the work of Jorge Arturo Serrano Villanueva and his family. Visionaries of the Finca Tierra de Leyendas, located in the Siguatepeque region of Honduras.

Jorge is a third-generation producer who grew up with the rhythm of the harvests, between his parents' and grandparents' farms. In 2011, he acquired Tierra de Leyendas, a 140-hectare plot of land, half of which had been deforested for livestock and sugarcane. He then set out to reforest the degraded plots while preserving a large portion of virgin forest. Today, this ambitious project has become a model farm, where sustainable coffee cultivation and social commitment go hand in hand.

Tierra de Leyendas has more than 30 permanent employees and up to 120 seasonal pickers, all paid above local standards. Jorge knows each of the families who work with him and proudly sees the impact of these years of efforts on their quality of life. This concern for fairness is also reflected in his agricultural practices: in 2024, he integrated an eco pulper that reduces water consumption for washing by 90%, while reusing wastewater in the process. Coffee pulp is also valued for the production of organic fertilizers (Bocashi).

Grown between 1150 and 1550 meters above sea level, this lot is processed using the washed method, with minimized water usage thanks to the farm's new ecological facilities. Drying takes place slowly under shaded parabolic greenhouses for a period of 20 to 25 days, which allows for the flavors to develop well.