3rd Generation Coffee Growers

preserving Ancestral Land


What does a history of coffee look like that has endured the test of time?

It looks like Café Juayua.  

Grown in the highlands of El Salvador, tucked away in small coffee farms Las LLuvias (Rain) and La Montaña (Mountain) on ancestral land that has been passed on from generation to generation



the name comes from the precolonial

language of the native Pipil [pee-pe-ill]  or  Nahua people,

meaning "land of purple flowers", for the abundance of wild orchids 

which grew in the surrounding rain forest.

Today, Juayúa is a historical coffee town

located in the Central American country of El Salvador.

Surrounded by lush volcanoes, natural springs and coffee groves,

Juayua is situated in the famous coffee growing region of


El Salvador
Central America
Change you can savor

The Farm-direct business model has the most significant impact in our coffee grower community.

we are the farmer

 This type of sustainability reaches, grower, buyer and consumer.  Where the joy of drinking an exquisite cup of coffee allows us to continue preserving heritage and community.  

El Salvador to Los Angeles

L.A. based vendors who have answered the call to Farm-Direct coffee:

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Our Coffee story

Our family has lived in these picturesque

lands for hundreds of years.  We are the indigenous communities of  the past, still present. This unique aspect of family history reads against the backdrop of a country where "coffee is king."    


We have a special connection to the land, one that we hope to preserve.

In order to make our small coffee farms in El Salvador sustainable, Café  Juayúa was created in 2016 by the 3rd generation of coffee producers residing in Los Angeles, CA.

All season long our family works across borders and cultures --from seed to cup, to create quality coffee that embodies all the patience and passion needed to make a delicious cup of coffee.

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Downtown Juayua with view to the church of El Cristo Negro (white building with towers) and coffee growing land in the background.


Family Timeline


In the native language of the Pipil, the land that they inhabited was referred to as Cuzcatlan. This is where our story begins, in the "Jeweled Land."

Fruitful Land
Fruitful Land

Founded by the Pipil people, and selected for the protection afforded by the Apaneca Sierra, Juayua was the dwelling of a complex indigenous community.

Coffee-- the migrant
Coffee-- the migrant

As coffee took prominence in the late 1830's, a flood of Europeans seeking coffee fortunes settled in the once secluded community of Juayua. Inevitably changing the way of life for the great aunts and uncles who's communal lands had never known of the stranger Coffea arabica

La Familia
La Familia

Taken some time in the mid 1930's, this picture was photographed in Finca Las Lluvias. The use of the traditional refajo (skirt wrap) is still seen on one of the older women.

Family Tree
Family Tree

Los Diegos, tracing the family line well into the 1800's. Original residents of Finca Las Lluvias.

Centennial Tree
Centennial Tree

Planted over 100 years ago in the Finca Las Lluvias, this avocado tree has endured the highs and lows of El Salvador.

Living off the land
Living off the land

Both coffee farms have provided, for many families, a source of income, protection and nourishment.

La Montaña
La Montaña

In the 1980's during the Salvadoran Civil war, family members took refuge high up in Finca La Montaña. A place that afforded safety and peace during a turbulent time.


Although coffee came to their lands and changed forever the landscape of their lives. The grandparents sought a way of life with it, while still cherishing the familiar flora.


It would be great to hear from you! 

For further info or inquiries contact us:

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