Alright – so today we’ve got the honor of introducing you to Maria Palacio. We think you’ll enjoy our conversation, we’ve shared it below.
Maria, appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
Taking risks is an inherent part of any transformative journey, and in my case, leaving behind a stable fashion job in New York to embark on a mission to rebuild the coffee supply chain was a decision fueled by passion, purpose and an unwavering belief in the potential for positive change.
Quitting my fashion job was a pivotal moment in my life. I had reached a crossroads where I felt an insatiable desire to make a tangible difference in the lives of Colombian coffee farmers who had shaped my own existence. It was a leap of faith, fueled by a deep-rooted connection to my heritage and a burning conviction that I could be an agent of change.
Founding Progeny Coffee was not merely about building a business; it was about reimagining an entire industry and creating a new paradigm based on fairness, sustainability, and empowerment. It required challenging the status quo, questioning long-established norms, and embracing the uncertainties that come with forging a path less traveled.
In pursuing this audacious vision, I confronted numerous risks head-on. I knew that the road ahead would be arduous and filled with obstacles. I recognized that transforming the coffee supply chain would entail dismantling entrenched structures and disrupting age-old practices. Yet, I was unafraid to venture into uncharted territory because the potential for impact outweighed the inherent risks.
The risk I took in founding Progeny Coffee was not solely personal; it was a collective risk undertaken for the betterment of an entire community. It required a deep sense of responsibility, a commitment to transparency, and the ability to foster meaningful relationships with farmers, consumers, and stakeholders.
I am humbled by the resilience and unwavering spirit of the farmers who continue to inspire me every day. Their unwavering dedication fuels my drive to overcome obstacles, challenge norms, and reimagine an industry that has the potential to uplift communities and create lasting change.
Ultimately, taking risks is not just about personal growth; it is about unlocking the collective potential to create a brighter and more equitable future. It is my sincere hope that my journey with Progeny Coffee serves as a testament to the transformative power of taking risks, stepping outside one’s comfort zone, and embracing the unknown in pursuit of a greater purpose.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Most people don’t realize that they are participating in a poverty chain while drinking their morning cup of coffee. My name is Maria Palacio, and I am the co-founder and CEO of Progeny Coffee. I was born and raised on a Colombian coffee farm, representing the fifth generation of coffee farmers in my family. Growing up, I personally faced and experienced the struggles that Colombian coffee farmers endure, including the historical challenge of producing 15% below the margin, which perpetuates a deep poverty cycle.
Witnessing the plight of farmers, I sought something different and decided to come to the United States. It was here that I met my co-founder, John T. We connected over coffee in New York and as I shared my family’s stories, we realized the irony of paying $5 or more for a cup of coffee while farmers were struggling. Coffee consumption statistics indicated that it is the second most consumed beverage in the world, making it even more puzzling that farmers were not reaping the benefits. Motivated by this incongruity, we traveled to Colombia, where John experienced his first cup of coffee at my dad’s farm and was amazed by its exceptional taste.
Embarking on a four-year journey, we endeavored to understand why the $5 spent on a cup of coffee was not reaching the farmers. Our initial revelation was that there are approximately 10 steps involved from the moment coffee leaves the hands of farmers to its arrival in the hands of consumers. Sadly, the value of the coffee diminishes along the way due to numerous intermediaries. Additionally, we discovered a lack of education and information reaching the farmers, further hindering their progress. These realizations prompted us to question how we could establish a Specialty Colombian Coffee company that operates based on a circular economy, sustainability, and brings substantial value to both farmers and consumers.
In 2016, we founded Progeny Coffee with a clear mission: to uplift farmers from poverty. However, we recognized that to achieve this mission, we needed to adopt a different approach. We revolutionized the coffee supply chain by eliminating unnecessary middlemen, established an innovation farm in Colombia to develop sustainable farming solutions, and introduced “Beyond Trade,” a concept that surpasses Fair Trade and Direct Trade models.
At Progeny Coffee, we offer more than just the choice of a blend. We invite you to “Adopt a Farmer” and, in doing so, actively participate in an impact platform that lifts your farmer out of poverty. In a rapidly changing world, we, as founders, understand the importance of being part of the solution.
Progeny Coffee stands out as a farmer-co-owned company that takes the supply chain and its impact mission to new heights. Unlike other coffee companies that source their coffee from importers, we take control of our own supply chain, transforming the lives of our farmers in the process.
We wholeheartedly invite you to join the change!
Can you tell us the story behind how you met your business partner?
Months after arriving in New York from Colombia, destiny brought me face-to-face with my Co-Founder and husband, John Trabelsi. As we delved into conversations about our respective backgrounds, it was the revelation that my family hailed from generations of coffee growers in Colombia that ignited a profound connection between us. The topic of coffee became a constant thread woven into the fabric of our relationship.
Driven by a genuine curiosity and a desire to experience firsthand the world I came from, John embarked on a transformative journey to Colombia. It was there, amidst the verdant beauty of my father’s farm, that the intricate process of coffee cultivation was unveiled to him. After a long day of immersion, my father shared with John the pinnacle of the experience—a cup of coffee that surpassed mere caffeine stimulation, a revelation of exquisite flavors and aromas that left John utterly astounded.
This pivotal moment forever altered the course of John’s life. It inspired him to step away from his tech career and embark on his own adventure in the realm of coffee. Together, we embarked on a shared journey—a love story intricately entwined with the captivating world of coffee.
Our journey has been one of passion, dedication, and a relentless pursuit of excellence. It has allowed us to transcend the boundaries of mere business partners, intertwining our personal lives with our shared mission. From that fateful cup of coffee, our love story evolved into a deep-rooted commitment to revolutionize the coffee industry and uplift the lives of coffee farmers.
Through Progeny Coffee, we have endeavored to bring forth a coffee experience that not only captivates the senses but also transcends socio-economic barriers. It is a testament to our unwavering belief that every cup holds the potential to create a positive impact, fostering sustainability, and empowering communities.
As our love for coffee continues to flourish, so does our shared purpose. Together, we are fueling the flames of innovation, embracing challenges, and shaping a future where every sip becomes a testament to the transformative power of love, dedication, and the pursuit of a higher calling.
Our journey is far from over, and we invite you to join us as we continue to pen new chapters in this extraordinary coffee love story—a story that reverberates with the vibrancy of cultures, the resilience of farmers, and the limitless potential of a humble bean.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Our unwavering dedication to making a positive impact has been the cornerstone of building our reputation within the market. Unlike many other companies that solely emphasize good sourcing, our approach is rooted in a deep connection with the people behind our coffee.
In traditional models, the focus is often placed solely on the coffee itself, overshadowing the hard work and dedication of the farmers who poured their hearts into each cup. At Progeny, we have shattered this paradigm by introducing our unique Adopt a Farmer™ model.
With Adopt a Farmer™, we invite our followers not only to savor an exceptional cup of coffee but also to become an integral part of something much larger. By adopting a farmer, they embrace a deeper sense of responsibility and actively contribute to transforming the lives of those who have dedicated months of labor to cultivate their favorite brew.
This powerful concept sets us apart, resonating with our customers and forging a strong bond based on shared values. Our reputation has been shaped by the understanding that the impact we strive for extends far beyond the quality of our sourcing. It is about recognizing and honoring the hard work, resilience, and skill of the farmers who deserve recognition for their immense contributions.
By engaging our followers in the Adopt a Farmer™ program, we create a community united by a common purpose—a purpose that transcends mere consumption and elevates coffee into a catalyst for positive change. It is through this commitment to people, rather than just the product, that we have built a reputation as a brand that champions both exceptional coffee and the farmers who bring it to life.
Our reputation is a testament to the transformative power of collective action. Together, we are not only savoring an outstanding cup of coffee, but we are also nurturing a movement that fosters sustainability, empowerment, and the celebration of every individual who plays a part in the journey from farm to cup.
Join us on this remarkable journey and experience the true essence of coffee—a blend of exquisite flavors and the opportunity to be part of something greater. Together, we are redefining what it means to enjoy a cup of coffee, infusing it with purpose, and making a lasting impact in the lives of the farmers who have dedicated their lives to this incredible craft. 
Contact Info:
- Website: https://progenycoffee.com
- Instagram: https://www.instagram.com/progeny_coffee/
- Facebook: https://www.facebook.com/progenycoffee
- Linkedin: https://www.linkedin.com/in/maria-jose-palacio-3ba97324/
- Youtube: https://www.youtube.com/watch?v=MdEzmVLeNbE
Image Credits
John Trabelsi