Witoca

Witoca is a startup, although somewhat different than what one most often hear about. Witoca traces its origins to the dense jungles of the Ecuadorian Amazon Basin. And although we also set out to improve people's life, we're doing so a bit differently than what might be considered the norm. Coffee has been a part of Ecuadorian life, particularly here in the Amazon, for centuries, making it a product of tradition and stories. Here at Witoca we want to share our tradition, and our love, for this fantastic beverage and all the stories that come with it. We're therefore selling Amazonian coffee, and writing down and recording the stories of the Amazonian life behind it! The founders of Witoca are children of farmers; a profession infamous for the necessity of discipline and hard work, yet rarely rewarding. Seeing their parents sell the world's second most traded commodity, namely coffee, for minimal profits, they started wondering exactly what this meant for the people involved and the industry as a whole. If farmers are not rewarded for their work, how does that affect the product? The answer is that around the world, Ecuador being no exception, coffee is not cultivated to its full potential, because there is no proper reward provided for it. As a result, we've set out on a simple, yet comprehensive mission. We seek to produce the best coffee possible, with unique flavours of the Amazon, while simultaneously creating and promoting an ethical and sustainable business model which values every person and step in the supply chain, from the farmers in the coffee fields to the customer at the end of it.