Topic Talk | Xochitl's Coffee Business

In this episode of The A to Z English Podcast, Xochitl talks about the organic coffee business she has started with her partner. Transcript: 00:01:24 Jack Kind of a a sky blue or or light blue color with a a really cool logo and everything on there and so I was just wondering like what's going on with that? 00:01:36 Xochitl Well, that I started selling organic coffee. My partner is a coffee farmer in the Sierra Juarez, which is an area mountainous area of Wahaca where I live. 00:01:50 Xochitl Yeah. And he he's a farmer, so he does things like, uh, he plants beans, corn, coffee, pineapples, mangoes, avocados. But the big one of the big. 00:02:07 Xochitl Sources of income for coffee farmers are for farmers here in Osaka is coffee, is coffee used to be quite well paid, but unfortunately the the price of coffee has really gone down a lot. I'm not sure what's going on, but the market. 00:02:22 Xochitl It's not that there's more supply than demand. It's just I think, how. 00:02:29 Xochitl Some things have been happening with exports to the United States and prices and the dollar and the peso and how they're moving up and down. It's caused a lot of issues and. 00:02:41 Xochitl Well, I was talking to him and he was he was telling me that. 00:02:45 Xochitl They can only sell their coffee in parchment at 41 pesos, which is about like 2 bucks a kilo. A kilo is 2 point. 00:02:53 Jack Dollars a kilogram for. Oh my God. 00:02:56 Xochitl Yes, it's parchment coffee, so it's not like roasted or anything. It's just it that has to go through a whole process before it's ready to drink, but it's. 00:03:05 Jack MMM. 00:03:07 Xochitl It's still far to cheap price for organic coffee, and they're not making any money off of it anymore. And also. 00:03:16 Jack Someone's making money though. It's like the middleman, you know, they're. 00:03:19 Xochitl Yeah, it's the middleman is making money because the the price of coffee, especially organic coffee and local coffee, has gone up on the market, but they're not paying coffee funds. 00:03:21 Jack Yeah. 00:03:28 Jack Right. But the farmers are getting screwed on the on the the back end, yeah. 00:03:33 Xochitl Yes, it's exactly what's happening. So it's it's really been a disaster for a lot of people. And yeah, I was talking to him and I just had the idea to sell his coffee here in the city because I live here. 00:03:35 Jack Yeah. 00:03:45 Xochitl City. 00:03:46 Jack Hmm. 00:03:47 Xochitl And you know, we talked about it and we made some plans and we kind of it just got, I just kind of posted it on an expat wahaka group saying hey, guys like would you be interested in organic coffee? 00:04:01 Xochitl And a bunch of people were like, oh, yeah, you know, we didn't know how to price it. Like, we didn't know. 00:04:05 Xochitl Anything about it? 00:04:06 Xochitl Because he's gonna coffee farmer and his family has done coffee farming for generations. But like he's never really been on the on this like market end of. 00:04:14 Xochitl Things. 00:04:15 Xochitl Because what they usually do is they they belong to an organization coffee organization called Niche. 00:04:21 Xochitl Yeah. Which is like organic coffee organization and. 00:04:25 Xochitl They they give them like. 00:04:28 Xochitl Courses and stuff on how to grow organic coffee and different varieties that are worth more money and all these kind of. 00:04:34 Xochitl Things. 00:04:35 Xochitl But because of how the market's going and I don't know what's happening, they're only able to buy 200 kilos on average from each coffee farmer. 00:04:45 Jack Oh, it's nothing. 200 kilos. 00:04:45 Xochitl And. 00:04:47 Xochitl Yeah, the the usual production is at least five. You usually at least have 500 kilos leftover after that, you know, even for a small farmer. So uh. 00:05:01 Xochitl Yeah. So it got to the point, you know, they have they have like at least 300 kilos or leftovers. So I talked to him and we went through the whole process of deciding to sell it and we got a lot of attention on that's that's. 00:05:14 Xochitl What I could do? 00:05:15 Xochitl And so we kind of had hit the ground running because I posted this just out of curiosity and I got I got, like business out the wazoo and. 00:05:25 Jack Yeah. 00:05:25 Xochitl I was like. 00:05:27 Xochitl Tons of people inquiring and and a lot to keep up with. And so at that point we had to go ahead and we hit the ground running. 00:05:34 Xochitl So is he. 00:05:36 Xochitl We we decided to go with an artisanal process because that's pretty much how he knows how to make the coffee. So what you have to do is you have to take a like mortar and pestle, which for those of our listeners who aren't familiar, a mortar is like kind of like a a stone or wooden bowl or something and a pestle. 00:05:42 Jack MHM. 00:05:56 Xochitl Like a giant one, though. 00:05:58 Xochitl And a puzzle is like the thing that you use to pound it. So people used to do this to like grind flour and stuff. In the olden days. 00:06:05 Jack Right now you see a lot of people using mortar and pestle for like medicine and stuff like that. 00:06:10 Xochitl Yeah. Medicine are like herbs. A lot of people use it for, like, finely grinding herbs and teas, but he has to use a giant one to like, take all the the kind of peel the shell off of our coffee. 00:06:22 Jack Right. 00:06:23 Jack OK. 00:06:23 Xochitl So he does that all by hand, so that's crazy. It's a lot of work and hard labor. 00:06:28 Jack Wow, he must be in great shape then because. 00:06:31 Xochitl He hasn't. Really. Yeah, he's a really good team. But yeah, he's very strong and honestly, I don't think I would probably last two minutes trying. 00:06:33 Jack Strong. 00:06:39 Xochitl To do that. 00:06:40 Xochitl So yeah, he he definitely he dishes the coffee that way and then we pay a local woman to hand roast the coffee. 00:06:41 Jack Yeah, me neither. 00:06:51 Xochitl Which is artisanal traditional method to do it? 00:06:54 Jack Wow. 00:06:56 Jack That's awesome. So like if people start drinking your coffee, they're they're going to be used to her roast. Basically, she kind of determines the flavor in a way like part of it comes from the the, you know, of course the bean. But then part of it also flavor of the coffee comes from how it's roasted. Right. 00:06:57 Xochitl And right. 00:07:08 Xochitl 1. 00:07:16 Xochitl Yeah. So she so depends on how you raise the coffee and there's different roasts like you can do a light roast, dark roast and medium roast, and they all have different flavor profiles. And she does kind of a medium dark roast, which works really well because they they they're hand roasted, they have like, a different. They have color variations and the beans, but once you. 00:07:30 Jack Yeah. 00:07:37 Xochitl Grind them in your coffee grinder or whatever. It's an even color. It's a uniform color and uh, it's smells delicious because there's the sugars and the coffee beans are like caramelized because they're roasted by hand, so they're not burnt like in our machine. But that would be if you did it by machine process. 00:07:51 Jack Yeah. 00:07:54 Xochitl And. 00:07:56 Xochitl It just comes out really great. It has really. It has like a bold uh flavor and it still has body for those who like dark roasts, but it's not like a bitter dark roast that has, like, acidic notes and floral notes. 00:08:10 Xochitl And uh, it's very it has a very sweet aroma, a really pleasant like caramel like aroma and almost like some chocolate you. 00:08:19 Xochitl Know it's really. 00:08:20 Xochitl Be good. I'm. I'm not a huge coffee drinker myself, but I definitely started because I had to describe it to the clients. 00:08:20 Jack Yeah. 00:08:25 Jack You sound like a coffee drinker, though. Jeez, you. You're describing all the notes. I mean, I just like. I just wanna. When I saw the the post, I just wanted to grab one of those bags. And just, like, open it and just stick my nose in there and. 00:08:29 Xochitl Yeah. 00:08:39 Jack Just smell it. 00:08:39 Xochitl Yeah, was. 00:08:40 Jack I love that smell of fresh. Oh my gosh. I bet it just it is. 00:08:44 Jack Only. 00:08:45 Xochitl Yes, it smells amazing and. 00:08:49 Xochitl There's been a lot of things to learn. We price to way too low. So now we're figuring that out because we we didn't really know about the market. And there's a single origin coffee, which means it's coffee all from the same community and the same pic of that year. And so it's like it's worth more. And then it's also organic. So it's worth more and it has expensive. 00:08:55 발표자 Hmm. 00:09:10 Xochitl Varieties inside the ensemble like there's different beams that we use, so we use like geisha, which is pretty expensive. Kafa Deepika, which is one of the original ones. 00:09:21 Xochitl Has been. 00:09:24 Xochitl Planted for hundreds of years here and yeah, so a lot of those things that, you know, quality and expense. And then the other things we went with an artisanal process which requires a lot of Labor, manual labor. 00:09:25 Jack Yeah. 00:09:37 Jack Yeah. 00:09:38 Xochitl So we kind of replaced it way to that we personally 10 bucks a kilo. 00:09:44 Jack 10 bucks a kilo. Wow. You get through like you're giving it away for free there. 00:09:45 Xochitl Yes, yes. 00:09:49 Xochitl We basically did. It's 200 pesos or two hundred 200 pesos kilo, which is 10, about 10 bucks. 00:09:57 Jack So is are you still making profit though, like at that price point? 00:09:58 Xochitl And. 00:10:02 Xochitl Uh, we're barely not. If we count our hours of Labor, we're not. We're in red numbers. But if we don't count the hours of Labor that. 00:10:08 Xochitl We. 00:10:08 Xochitl Put into it, then, yeah, we're making, like a tiny profit, a very tiny profit, so. 00:10:15 Jack So you guys have to you guys have to reprice that then eventually this first round, maybe you can you can sell it cheaply, but you know after that you're going. 00:10:24 Jack To have to. 00:10:26 Jack You know, put put it up a little bit. 00:10:28 Jack You know. 00:10:28 Xochitl Yeah, I don't know what to do. I I I I'm not sure how to reprice it because I like, it's scared of losing customers or something. 00:10:40 Jack No, that's just you that you guys just have imposter syndrome. You know, you, you just, you just you just don't have the confidence right now because you're just starting out. But I I think you should be very confident in your product. It sounds like a great product. I mean it looks amazing. So I think you guys could ask, you know. 00:10:41 Xochitl So we basically have 349. 00:10:47 Xochitl Best year yet? 00:10:56 Xochitl Yeah. 00:11:00 Jack Double that much and people will still pay. You know, if they love it, they'll they'll pay, you know? Yeah. 00:11:04 Xochitl Uh, yeah. 00:11:06 Xochitl Yeah, that's kind. 00:11:06 Xochitl Of where right now, and I think it's going pretty well, a lot of people ask us, you know, do you have half kilo bags, do you have white roast? Do you have decaf? It's like we don't have any of these things yet because I think we have people don't don't like know the whole process like being a coffee farmer and working on doing all this like it's kind of amazing that we've gotten as far as we had in the last month. 00:11:28 Xochitl We've only been doing this a month. We really hit the ground running but. 00:11:31 Jack MHM. 00:11:32 Xochitl But yeah, we we can't diversify our products yet, so that that is one hurdle that we've been dealing with. But one thing I'm happy about is the packaging. I'm going to pick that. And I also designed a little logo and I think it came out really well. 00:11:47 Jack Yeah, that's the fun part. I I I enjoy that sort of stuff. The, the, the smashing, the the beans. Not. Not exactly my cup of tea right there but or. 00:11:48 Xochitl And and. 00:11:59 Xochitl No. Yeah, that's that's his job. So he does all he's like, but he's out of quality and production or whatever he's had of production. 00:12:06 Xochitl So he's quality. 00:12:06 Xochitl People and smashing beans up and going to different like sea farmers within his community to see, you know, if we can buy their crop for the next year. But he's he has a very. 00:12:18 Xochitl That they're organic and that they're certified organic. 00:12:22 Xochitl And so he's doing that whole process himself. 00:12:25 Xochitl And then my end is really customer service and communicating with the client. 00:12:32 Xochitl And sending them, you know, information about this and that and whatever and. 00:12:40 Xochitl Making sales and whatnot, that's basically my whole and designing the Flyers, designing the coffee bags, designing the different products that we're going to introduce into the market, all that is. 00:12:52 Xochitl Kind of what I'm up to. 00:12:54 Jack Right, you're you're marketing and these operations, I guess or something like that and yeah. 00:12:58 Xochitl Yes, that's really what it is. I'm marketing these operations and I'm also customer service I'm trying. 00:13:05 Jack Right. 00:13:06 Xochitl Even the customer service on things, but it's like he's kind of shy, so it it doesn't work as well for him I think. But you know I'll get him, I'll get him. I'll work him up and I told you that you should be confident because it's your, it's your product and your you made this. So a lot of people. 00:13:11 Jack Yeah. 00:13:26 Xochitl Are interested in talking to you about your project and you know. 00:13:30 Jack Right. 00:13:31 Xochitl Don't be shy. 00:13:32 Xochitl OK. 00:13:33 Xochitl So. 00:13:33 Jack Yeah, be proud of it. Be proud. I mean that. He should be very proud. That's amazing. What what he's doing? So what you guys are doing together? It's really cool. 00:13:40 Xochitl Yeah, that's really cool. I think in the future we're trying to do something like talks where we kind of have these like I'm going to do raffle tickets. So we're selling each raffle ticket for like 12 bucks, but they get to come to a. 00:13:56 Xochitl Talk. 00:13:57 Xochitl About about the coffee and how he produces it and everything, and they get free coffee and snacks and then they also get a chance to win like a coffee experience. So we're we're planning on doing a business in the future where people can like de shell and hand roast their own coffee so they can like, you know. 00:14:17 Xochitl Have the experience of seeing what it's like. 00:14:19 Jack Yeah, and that's a good for tourists. I think they would really enjoy that, that would. 00:14:23 Jack Be really, yeah. 00:14:23 Xochitl Yeah, I have a friend who does it with chocolate with cacao and I think it would be really awesome with. 00:14:30 Xochitl Coffee. 00:14:31 Jack Yeah, I think that would be a great experience and you can get the tourists to deshell those coffee beans for free. So get them on the pestle and mortar. 00:14:39 Xochitl Yeah, yeah, we can use painting to do labor for us. So, yeah, I think it'll be exciting. 00:14:44 Jack Pictures. 00:14:51 Jack All right, well, good for you. Yeah, congratulations to you and your partner for that. That venture, it's it's really cool. 00:14:58 발표자 Thanks Jack. 00:14:59 Xochitl All right, listen, there's well, let us know if you have any more questions. Are you coffee drinkers? I'm curious. I myself, I, I grew up drinking coffee, but I stopped drinking around 18 and and then I just started again. So yeah, I'm curious. Are you guys big coffee drinkers? We know Jack is leave us a comment down below and let us know, do you like coffee? 00:15:19 Xochitl Do you enjoy it? Do you have any recommendations for our business? We'd love to hear them leave a comment down below it. It is englishpodcast.com. Shoot us an e-mail at it is [email protected]. And don't forget to join the Channel one group so you can join Jack and I on the conversation. 00:15:34 Xochitl One and Jack and I started an English corner, which is another business venture that I have on my hands now. 00:15:40 Xochitl But it's been really. 00:15:40 Xochitl Exciting and really fun, and we do it Monday through Friday for an. 00:15:44 Xochitl Hour a day. 00:15:45 Xochitl And it's just $10 USD a month, so you get it for $0.50, a class or whatever. And we have a lot of really strong English speakers and we've made some adjustments. So you guys get a lot. 00:15:56 Xochitl Of. 00:15:56 Xochitl Speaking time and yeah, we're really excited about this project, so if you're interested, make sure to send us a direct message. 00:16:03 Xochitl And ask about it and I will be happy to get back to you. 00:16:06 Xochitl See you guys next time. Bye bye. 00:16:07 Jack Go back. 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