EP#31-Varraco Coffee & Roasters-How Filipino Single Origin Coffee Became A Coachella Valley Hit

Send us Fan MailA bag of “too strong” coffee turns into a business idea that refuses to quit. We’re sitting down with Rochelle De Villa, Joel Lozano, and TJ Jacinto, the founders behind Varraco Coffee & Roasters , one of the most talked-about coffee shops in Palm Desert and the wider Coachella Valley. Their story starts as college friends in the Philippines, then stretches across migration, new careers, and a big question: why is Filipino coffee so hard to find in the United States when it tastes this good?We dig into the real work behind specialty coffee, not the highlight reel. They share how importing Philippine coffee actually happens, from documentation and FDA licensing to finding the right partners and learning through trial and error. We also get into what makes Varraco’s approach different: single origin focus, dialing espresso every day for consistent extraction, and building drinks and food that feel original. TJ breaks down the thinking behind rotating chef specials, better ingredients, and recipes that keep evolving week after week.Then we zoom out to the bigger why: community. Varraco becomes a destination by hosting car meets, motorcycle Sundays, and niche gatherings that turn strangers into regulars. It’s a modern coffee brand rooted in Filipino hospitality, direct trade sourcing, and the simple discipline of showing up, even when growth gets messy. If you care about entrepreneurship, coffee roasting, branding, or building a local business that people rally around, this conversation delivers.Subscribe for more founder stories, share this with a friend who loves great coffee, and leave a review so more people can find the show.