The Hospitality Chain That Works Directly With Coffee Farmers To Support Women Growers In Colombia – CoffeeTalk

A decade ago, First Watch, a breakfast and brunch concept, initiated a significant revamp of its menu, which included an enhancement of its coffee program. Under the guidance of CMO Chris Tomasso, Chef Shane Schaibly took on the task of exploring the coffee supply chain. This initiative not only aimed to improve coffee quality but also sought to contribute positively to the communities involved in coffee production. Schaibly immersed himself in understanding the supply chain, leading to the decision to focus on the Huila region of Colombia, renowned for its coffee cultivation predominately by family farms.

The evolution of First Watch’s coffee program coincided with the emergence of a movement among female coffee entrepreneurs in Colombia, particularly due to sociopolitical challenges that led many family coffee businesses to be abandoned. Recognizing their potential, women began to step up, forming an association called “Mujeres en Café” to support each other. Initially, women comprised 25% of the coffee growers supplying First Watch; this figure has since risen to nearly 60%.

Under Project Sunrise, the coffee beans from these female growers are cultivated, processed, and shipped to the U.S., where they are roasted following First Watch’s quality standards. The company has invested in the community by purchasing 150 water purification systems for the growers, mitigating health risks associated with unsafe drinking water. Moreover, First Watch established a nursery staffed by scientists to develop new coffee varietals suitable for the region’s conditions.

The company also created an incentive program, allocating a portion of profits back to the growers, fostering relationships that transcend mere supply chains. This sustained collaboration allows the growers to reinvest in their businesses while maintaining a connection with First Watch, which emphasizes the value of these relationships beyond financial transactions, with Schaibly noting that, although they pay a premium for coffee, the partnerships formed are invaluable.

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