Josué Morales

Josué Morales has been a fixture in the Guatemalan coffee industry since 2003, building a career that spans farm management, processing, and international trade. Based in the Antigua region, he is currently responsible for the production and processing operations at Beneficio La Esperanza and Finca El Pintado. These estates are notable for being among the few organic-certified coffee farms in the Antigua region, serving as critical testing grounds for organic agricultural practices within Guatemala.

Morales’s approach to coffee is defined by a commitment to sustainable and organic methodologies. Having initially approached organic agriculture with skepticism early in his career, he has since become a leading advocate for its implementation. His work at the Los Volcanes Coffee-managed estates has been influential enough that the principles and processes developed under his leadership in Guatemala have been exported to coffee production facilities in Brazil since 2016.

Beyond his direct management of estates, Morales acts as a vital link in the specialty coffee supply chain. He is frequently involved in the milling and exporting of coffee from various cooperatives and farms, such as his work with the Todos Santos cooperative. By providing technical support to these producers, he helps them improve both their production yields and the overall quality of their harvests, ensuring that their coffee meets the rigorous standards required for the international specialty market.

His influence extends into the educational and promotional spheres of the industry. Morales has documented the diverse coffee regions of Guatemala, including Huehuetenango and the Fraijanes Plateau, through photography and professional reporting. He is a frequent collaborator with international roasters, hosting origin trips that allow professionals to gain a deeper understanding of the complexities of Guatemalan coffee production, from the farm level to the final cup.

Throughout his career, Morales has maintained a focus on the intersection of tradition and innovation. Whether he is demonstrating espresso preparation techniques or overseeing the drying patios at a farm, his work emphasizes the importance of human connection in the coffee trade. His reputation as a representative of Guatemalan coffee is supported by his long-term partnerships with global specialty coffee brands and his active participation in industry events.

Today, Morales stands as a key figure in the effort to modernize and sustain the Guatemalan coffee sector. By balancing the demands of organic certification with the need for high-quality output, he continues to shape how the global market perceives coffee from his home country. His career trajectory reflects a deep-seated dedication to the land, the farmers he supports, and the roasters who rely on his expertise to source exceptional beans.