Since 2008, Juan , who is also the head of the non-stock, non-profit Philippine Coffee Board Inc., continues to travel to many different coffee-growing areas of the country to help farmers with technical assistance by coordinating with LGUs, NGOs and the National government agencies in the promotion of sustainability in coffee production.

She personally teaches coffee farmers on how to best add value to their produce, create a hometown brand while selling some of the coffee for her to promote in the Le Bistro cafes.

Juan and Francisco wrote the book titled “Introduction to Coffee” (Anvil Publishing, 2007) which is now a reference book in many universities and schools that teach coffee-making to HRM students.

Francisco, a foodie and R&D consultant to many restaurants, works with the licensees in developing a menu suited to their specific clientele in their markets. The concept allows Licensees to have Freedom of choice, ably guided by Francisco’s menu development experience.

The concept is a game changer in the local coffee scene, as it promotes Locavorism—by using only local ingredients from the coffee to the food offerings. Besides being a profitable business model, it promotes good local produce and ensures sustainability throughout the value chain.

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