Our Story
From La Joya:
“La Joya was founded in 2017 with the purpose of rethinking how coffee is produced and processed, integrating technical knowledge, research, and experimentation into the daily work carried out on the farm. Located in the mountains of Veracruz, Mexico, we produce specialty coffees through an approach that combines agroforestry, controlled processing, agricultural design, and applied innovation.
Our goal is for every lot to express not only the potential of the variety but also the unique characteristics of its environment. The project was born from the shared vision of Gloria and Samuel: to build a production model that values quality, sustainability, human labor, and the generation of knowledge around coffee. At La Joya, we believe that quality begins long before fermentation. It starts in the soil, in farm management, in varietal selection, in process design, and in the daily decisions we make to produce coffees with identity, traceability, and a true sense of origin.”
“For pre-Hispanic cultures in Mexico, Jade was the stone of creation, signifying life, fertility and power. For La Joya this process begins with a careful selection of the coffee fruit, which is exposed to a fermentation-oxidation process 120 hours. This allows the diversity of microorganisms characteristic of the Finca La Joya terroir to develop and potentiate the characteristics of each variety processed. The coffee is then dried on raised African beds in a forced-ventilation tunnel for 20 days.”
**VERY LIMITED QUANTITIES
200g
Direct trade with La Joya
Origin:
Ixhuacán de los Reyes, Veracruz, Mexico
Producer: Samuel Ronzon & Gloria Hernandez
Variety: Heirloom
Process: 120hr Jade Process Natural
Elevation: 1350-1450 masl
Harvest: 2025
Recommended Brew:
Filter
Aroma:
Cherry, Strawberry, Cacao
Flavour:
Berries, Plum, Cherry, Chocolate
Order 3 or more bags of coffee and the whole order ships free. *Flat rate $10 shipping for orders under 3 coffees.
Same or next day shipping (excluding weekends / preorders / intl orders). This coffee may be rested 7-14 days before being shipped.
Once shipped, please allow for a transit time of 4-10 business days. Orders in the GTA deliver within 1-2 days.
*signature option is available as we are not responsible for lost or stolen packages
**USA: Please be aware that recent changes in cross-border trade regulations have resulted much higher scrutiny for shipments to the USA. We have resumed shipping with a new partner but please kindly allow additional processing and transit times. Pick ups will take place on Tuesday and Friday of each week and will have a transit time of 4-10 business days once picked up with our shipping partner.
Select the pickup option and location during checkout. You will receive an email once your order is ready.
Flat rate per order:
China, Hong Kong, Japan, Macau
UK, and select EU Countries
Australia
Other Countries: please inquire