Adopting Bitcoin 2024

El Salvador is home to some of the finest specialty coffees in the world, grown by small producers who, over generations, developed a unique coffee culture and processes for savoring the tastes and subtle notes of a fine cup of coffee. Our project emerged out of this generational passion for fine coffee culture. Jorge Cruz Rubio, son of Jorge Cruz Sr. a 2nd generation grower, and educated in the U.S. & Europe, learned the ropes at (Worldbank/IFC) and big tech (Microsoft) as a team leader, found himself inevitably drawn back to his native land and culture, with a passion for bringing fine Salvadoran coffee to the markets he had spent much of his life in developed consumer world. The challenge was how?
Coffee, as a commodity is the second most consumed good after water, it became emblematic of the corporate cartels that control global supply chains and, in the name of consumer convenience, squeeze small farmers, who hand cultivate high quality, environmentally sustainable specialty coffee, into the maw of the huge combines that depress prices at the harvest, in order to reward the shareholders of their global food brands. The current system, built on a centralized fiat standard, simply doesn’t work for small growers trying to develop a niche of coffee connoisseurs and aficionados.
Jorge, returned to his native El Salvador, embarked on a new journey. As early as 2017, he sought to develop a genuine P2P system that allowed specialty coffee from the BioKrop Project (2014) and 2M Coffee Roaster to present high quality reserves and process to customers in traceable and transparent way rewarding producers, not squeeze them through unnecessary 3rd party intermediaries who dilute the fine coffee culture. By 2019, he partnered with locals in El Zonte and learned about Bitcoin.