Plan C signifies a new, third way for the industry.

Coffee production has historically been commodity-driven, with only minor efficiency improvements.

The specialty coffee movement, starting in the late 1990s, pushed for greater transparency. We aim to revolutionize coffee enjoyment, creating a “new dawn” for the industry.

While building our company is important, our core purpose is industry transformation. We believe the parallels with wine are clear: both are specialized, post-harvest fermented fruits enjoyed socially.

With dedication and a solid plan (Plan C), the potential for exceptional coffee quality is limitless.