A true barista knows that in every cup lies the potential to do far greater things

The First Philippine Aroma Master Championship was a celebration of the artistry and science behind coffee aromas, bringing together passionate competitors, industry experts, and coffee enthusiasts. A heartfelt congratulations to Ricca Sharymaine, the inaugural champion, who will proudly represent the Philippines at the World Aroma Master Championship in Vietnam this March. This milestone event highlights the vibrant Philippine coffee culture and its growing presence on the global stage.

Coffee prices have surged to levels not seen since 1977, yet Filipino coffee farmers continue to struggle with rising production costs that far outpace their earnings. Despite coffee’s growing global demand, the benefits rarely trickle down to the hardworking farmers who cultivate this beloved crop.

This blog explores the stark realities of the coffee value chain, from the undervaluation of Philippine coffee to the harmful practices of cafés selling cheap coffee that undermine sustainability. It highlights the urgent need for fair pricing, ethical sourcing, and support for local coffee to ensure that farmers receive the compensation they deserve.

Every cup of coffee tells a story of resilience—let’s make sure that story includes the farmers who make it all possible. Read more about the challenges and solutions to support the Philippine coffee industry.

As I reflect on the journey we’ve taken in the coffee industry, I am reminded of the immense responsibility we carry—not only to our team but to the communities that support us. Our work goes beyond coffee; it is a commitment to the families who depend on us, to the coffee farming communities we work closely with, and to the countless lives touched by every product we create.

This pledge is more than a statement. It is a reflection of our core values—growth, customer experience, innovation, accountability, courage, and kindness. It’s a call to stay true to what defines us and to build a future we can all believe in, together.

Read our full manifesto to learn more about our vision, our dedication to community, and the promise we uphold each day.

As we open the doors to the second branch of The Giving Café, we invite you to experience a place where exceptional coffee meets a legacy of kindness, community, and giving. Inspired by the life of my grandfather, Juan Bautista Lee, this café is more than just a space to enjoy coffee—it’s a tribute to family, tradition, and the spirit of generosity. With every cup, we support Filipino coffee farmers through our #IndulgeInGiving advocacy, creating a positive impact on local communities. Whether you’re celebrating life’s special moments or simply savoring a quiet meal, The Giving Café offers a warm, inviting space for families and friends to build lasting memories. Join us in honoring the past and creating a beautiful future, one cup at a time.

Colombia’s Granja Paraiso 92: A Coffee Lover’s Wonderland

My quest to elevate Philippine coffee led me to the heart of Colombia, where I spent two transformative weeks at Granja Paraiso 92, the farm of renowned coffee innovator Wilton Benitez. Immersed in the world of coffee farming and processing, I learned about advanced fermentation techniques, the importance of terroir, and the diverse varietals that make Colombian coffee world-class. From cupping sessions in Wilton’s lab to enjoying the warmth and hospitality of the farm, this journey deepened my love for coffee and renewed my commitment to bringing exceptional beans back to the Philippines. Join me as I share the story of my time in Colombia and explore the magic behind every cup.