Juan Alarcón

Juan Alarcón is a veteran coffee producer whose agricultural roots in the Cajamarca region of Peru span nearly five decades. He first acquired the land that would eventually become Finca La Palestina in 1978. Over the subsequent forty-five years, Alarcón has developed a deep, intimate understanding of the specific terroir of his farm, which sits at an elevation of 1,900 meters above sea level. This long-term stewardship has allowed him to refine his agricultural practices to suit the unique microclimate of the northern Peruvian highlands.

Today, Finca La Palestina is operated as a family enterprise, with Juan working alongside his son, José Alarcón. This generational collaboration is a hallmark of many high-quality coffee estates in the region, blending decades of traditional farming experience with modern quality-focused processing techniques. By maintaining control over the farm's operations, the Alarcón family ensures that their coffee meets the rigorous standards required for the specialty market.

The farm is particularly noted for its cultivation of the Sidra variety. Sidra is a complex, high-quality cultivar that requires precise management to express its characteristic clarity and acidity. By focusing on this specific variety at high altitudes, the Alarcóns have successfully produced lots that stand out for their clean, crisp flavor profiles, which are increasingly sought after by roasters looking to showcase the potential of Peruvian coffee.

Processing at Finca La Palestina is handled with a focus on the washed method. This traditional approach is utilized to highlight the inherent qualities of the Sidra cherry, ensuring that the final cup remains bright and balanced. The attention to detail during the washing and drying stages is a direct reflection of the family's commitment to quality, as they aim to preserve the delicate nuances developed during the long maturation period afforded by the farm's high altitude.

For the specialty coffee industry, the work of producers like Juan Alarcón represents the evolving landscape of Peruvian coffee. As the country continues to gain recognition for its diverse regional profiles, farmers who invest in specific, high-value varieties like Sidra are helping to elevate the reputation of Cajamarca on the global stage. This shift toward variety-specific production is a critical component of the broader movement to improve farmer profitability through quality differentiation.

For the roaster and the consumer, the coffee produced by the Alarcón family serves as a benchmark for what is possible in the northern Peruvian highlands. The success of these lots demonstrates the importance of long-term land stewardship and the impact of choosing varieties that are well-suited to specific environmental conditions. As the specialty market continues to prioritize traceability and producer identity, the story of Finca La Palestina remains a compelling example of how individual dedication translates into exceptional coffee.