Guatemala Trip Report: Huehuetenango with the Villatoros

I’ve been wanting to sit down and write this for weeks. It’s been a wild stretch of travel — four origin trips in six weeks was a whirlwind — and I’m finally catching my breath and starting to share some of the experiences from the first trip.

Back in mid-February, I had the chance to head down to Guatemala, and I want to share a bit of what I saw, felt, and learned — because this is exactly why we do what we do at Sagebrush. We set out to spend time with the Villatoro family, visit their farms, and get a deeper understanding of what makes their coffees (and their community) so special.

Along the way, we visited two main farms: Punta del Cerro and Hoja Blanco. It ended up being one of those trips that will seap into every coffee conversation for years to come — relationally, personally, and, of course, as a coffee buyer who cares about every bag of green coffee that comes through our doors.

And honestly? This trip reminded me, in a big way, why I cannot believe I get to do this for a living.

Edwin Martinez: More Than a Host

One of the biggest highlights was spending real, quality time with Edwin Martinez from Onyx Coffee. Edwin’s family has been growing coffee in Huehuetenango since 1957, and he’s seen just about every swing the industry can throw at you. He’s not just a connector between roasters like us and producers like the Villatoros — he’s a deep well of wisdom and perspective.

Over the course of the trip, we had a lot of honest conversations about the state of coffee right now. If you’ve been following the market, you know it’s been wild. Prices are high, inventories are tight, Brazil’s not selling like usual, and there’s just a lot of uncertainty. Edwin summed it up well: “No one’s getting the predictability they want, but you can probably build what you need.”

That mindset really stuck with me. As someone responsible for keeping our coffee lineup at Sagebrush full of incredible, farm-focused-relationship coffees, I appreciated the reminder that in times like this, progress isn’t about waiting for perfect conditions. It’s about making smart, steady moves forward and relying closely on the relationships we’ve built over the years.

Punta del Cerro: A Record-Breaking Day

Once we hit Huehue, we went to their warehouse and cupping room. Right away there was this wild moment where we took coffee straight off the drying beds, ran it through dry milling, roasted it, and cupped it — all within about 45 minutes. I’ve never tasted coffee that fresh in my life. It’s one of those once-in-a-lifetime experiences that gives you a whole new appreciation for what goes into every cup.  It also was the best coffee on the table.  I asked Rodin if he decides not to submit it to Cup of Excellence, let me know and I’d buy it, but I’m not holding my breath.

After lunch, we drove to Punta del Cerro and walked right into history. We pulled into the driveway and I counted nine 80s and 90s era Toyota pickups all loaded down with bags of coffee cherry. They were in the midst of processing more coffee cherry than any single day in the history of the farm. The energy on the farm was electric — you could feel it.

After that busy day we crashed in various rooms of the farm and I later found out that the room they put me in was Don Aurelio’s bedroom.

The next more it looks like rain. We were out at the drying patios when the sky started to go dark. One of the guys asked Don Aurelio what they do when it rains on the coffee. Without skipping a beat, he handed him a rake and said, “Big piles.”

So we all jumped in, spent the next hour raking hundreds of pounds of parchment coffee into protective mounds to keep it safe from the rain. It was a moment that really captured the spirit of the place — quick thinking, teamwork, and a lot of hands-on hard work.  It was a highlight of the trip for most of us.

We also got to watch his son, Rodin Villatoro, work his craft. Rodin is part of the next generation of leadership on the farm, and it shows. He’s got degrees in agronomy, agriculture, and forestry, and he’s bringing a ton of technical knowledge and innovation to the family’s already strong foundation. Watching him load cherries into anaerobic fermentation tanks for a 10-day fermentation process was like watching a master at work.

Hoja Blanco: Family, Faith, and Craftsmanship

Hoja Blanco brought a different, equally special energy. Spending time in Don Aurelio’s home was a real privilege. His hospitality is legendary, but what stood out most to me was how deeply his faith in God shapes everything he does. From the way he welcomes guests to the way he leads his family and farm, his faith is at the center of it all.

They also had their new mechanical dryer running, which is a game-changer. Weather patterns are less predictable, and this dryer helps them manage parchment drying much more consistently. For us as buyers, that means quality stays high even in challenging conditions.

Conversations That Matter

Beyond the farms themselves, what made this trip so meaningful were the conversations. With Edwin, with the Villatoros, and with the other coffee folks who came along for the trip.

We talked a lot about the realities of this year’s c-market. Prices are high, and volatility is the name of the game. But there’s an opportunity in that, too. One of the big takeaways for me was the importance of steady, thoughtful action — forward contracts, strategic planning, and maintaining the long-term relationships that give us access to these exceptional coffees in the first place.

Reflections and Gratitude

Trips like this remind me why Sagebrush exists. They remind me why I spend the time and energy to travel to the farms, shake hands with producers, and see the work with my own eyes. It’s not just about finding great coffee — though we absolutely did that — it’s about knowing the people behind the coffee and sharing their stories with you.

From breaking records at Punta del Cerro to raking parchment in the rain, to sitting at Don Aurelio’s table and soaking in the beauty of Hoja Blanco, this trip was personal. It deepened my respect for the Villatoro family, my friendship with Edwin, and my commitment to bringing you not just great coffee, but coffee with a story and a purpose.

Thanks for letting me share this with you. And thanks for caring about where your coffee comes from. I can’t wait for you to taste the results of this trip in your cup.

Edwin teaching us what a Maragogype looks like

Arriving at Punta Del Cerro

Rodin Villatoro overseeing a fermentation

New mechanical dryer doing it's thing

Don Aurelio