The virtues of tradition
The coffee tree grows slowly in the shade of tall trees. It flowers several times a year at the whim of capricious rains. Growing coffee requires a preserved forest environment, attentive patience and a selective harvest: if one is to demand the best of nature, it is essential to preserve its resources and respect its rhythms. Large-scale industry does just the opposite and opts for vast plantations that are open to the sky and which contribute to deforestation. Flowering and maturation are accelerated in these plantations by the use of chemical procedures and programmed watering. The beans are harvested mechanically. Removed from its natural cradle and taken out of the hands of small growers, this coffee cannot possible delivery the full glory of its aromas.