The story of Hugo Mora and his unique coffee

Hugo Mora was born in the land of coffee. From childhood, the mountains of his village had taught him to respect the art of coffee farming, an art passed down from generation to generation. Although he had worked diligently on other people’s farms all his life, he had never had the opportunity to own a property of his own. For years, the dream of owning his own farm seemed a distant hope, an unattainable goal. However, fate had an opportunity in store for him that would change his life.

The mountains of his village had taught him to respect the art of coffee farming

In 2010, Hugo decided to take a risk. After years of saving and dreaming, he bought the La Lorena farm. It was a 4-hectare plot in a mountainous region, ideal for growing coffee. Although the landscape was majestic, the challenge was great. Hugo, with his deep love for coffee, began by planting two hectares with Castillo coffee seeds, a hardy but more conventional variety. The first growing cycle was full of sacrifice, of hard work under the sun, but also of hope.

However, when harvest time came, the reality was harsh. Market prices were not what Hugo had anticipated, and the coffee he had produced sold for a much lower price than expected. The hours of labour and the care he had put into every plant seemed not to have borne fruit, at least not in the way Hugo had imagined. Disheartened, he began to question whether his processing method was the right one, and whether he could really offer something different in a market as competitive as Colombia’s. Hope began to fade, and Hugo felt that his dream of becoming a successful coffee farmer was on the verge of crumbling.

But sometimes, change comes when you least expect it.

It was in 2015 that he met his neighbour, Don Luis, a man with a deep gaze and vast knowledge of coffee. Don Luis was not only an exporter but also passionate about exotic coffee varieties. As they spent an afternoon together with the sun bathing the mountains, Don Luis told Hugo about something that would change his life: speciality coffees and exotic varieties. He explained that exotic coffees were not only more highly prized on international markets, but that their potential for quality was far greater. Among the names he mentioned, Hugo listened in amazement to the words Bourbon Rosado, Mara Caturra and Gesha – varieties that, until then, Hugo had only heard mentioned in expert discussions, but which seemed as distant to him as the stars.

Don Luis, with a generosity Hugo would never forget, offered to help him obtain those seeds and, more importantly, taught him the secrets of growing and processing these special varieties. Hugo, though full of doubts, felt a spark of excitement reignite within him. La Lorena could be more than just an ordinary farm. It could be a place of innovation, of creating something unique. And that idea filled him with passion.

From that moment on, Hugo immersed himself in the cultivation of varieties such as Pink Bourbon, a coffee with a sweet and floral profile; Mara Caturra, which offered a brilliant acidity and an excellent cup quality; and the exclusive Gesha, known for its complexity and exotic notes that had catapulted it to become one of the most prestigious coffees in the world.

The transition was not easy

Hugo had to learn new cultivation techniques, adopt more complex processing methods and be prepared to make mistakes. But he did so with the conviction that he was building something different, something that would not only change the life of La Lorena, but could also transform the landscape of Colombian coffee. The years that followed were marked by constant experimentation, adjustments to fermentation processes, controlled drying and rigorous bean selection. Hugo didn’t just want to produce coffee. He wanted to produce coffee with soul, a coffee that told a story from plant to cup.

In 2018, after successfully harvesting his first batch of Bourbon Rosado, Hugo saw the fruits of his labour. The coffee that had previously only been sold at low prices was now beginning to capture the attention of expert tasters and international buyers. Every cup that left his farm was a testament to La Lorena’s transformation. The farm, which years earlier had been nothing more than a dream, became a benchmark for quality and excellence.

Today, La Lorena is a symbol of what is possible when a farmer’s heart meets a passion for quality. Hugo is no longer just a coffee farmer; he is a creator, a pioneer who has shown that, even in the darkest moments, there is always an opportunity to reinvent oneself. And although the farm continues to grow and evolve, Hugo never forgets the most important lesson of his life: coffee is much more than a plant. It is a story, a struggle, and above all, a rebirth.