Crimson Cup Promotes Quality with Peruvian Coffee Farmers and Roasters

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During his annual coffee buying trip to Peru, Brandon Bir of Crimson Cup Coffee & Tea worked with farmers, roasters and baristas to improve the quality of their coffee. The Coffee Sourcing and Education Director taught a course on roasting, coached the winner of Peru's National Barista Championship, inspected farms and wet mills, experimented with different honey-processing techniques and oversaw a large coffee cupping.

Brandon Bir, Coffee Sourcing and Education Director for Crimson Cup Coffee & Tea

Brandon Bir, Coffee Sourcing and Education Director for Crimson Cup Coffee & Tea

Since Cup of Excellence came to Peru, everyone is much more focused on coffee quality. We’re excited to work with key players in developing exceptional coffees.

Brandon Bir is buzzed about Peruvian coffee. On his annual coffee buying trip to Peru’s jungle highlands, the Coffee Sourcing and Education Director for Columbus coffee roaster Crimson Cup Coffee & Tea found farmers, roasters and baristas eager to up their coffee game.

“Since Cup of Excellence came to Peru, everyone is much more focused on coffee quality,” he said. “We’re excited to work with key players in developing exceptional coffees.”

Bir, a licensed coffee Q Grader, started this year’s trip at Lima’s Tostaduría Bisetti, where he taught a class on chlorogenic acid and the sensory evaluation of coffee to a select group of local roasters, shop owners and baristas.

“Our focus was on roast time and bean exposure to heat – especially how short-time roasting promotes both an optimal flavor profile and health benefits of coffee because it retains a higher proportion of chlorogenic and other acids,” he said. “Chlorogenic acid is a polyphenol with antioxidant properties, so it is responsible for a lot of the health benefits of coffee.”

The class became a forum for a wide-ranging discussion on how to improve coffee quality. “Several roasters came away resolving to try new roast times and curves,” he said.

Bir then spent a day exploring Lima’s coffee cafés before returning to Neira Café Labs to work with owner Harrysson Neira, a Q Grader and one of Peru’s top baristas. He calibrated the shop’s Malkonig EK43 coffee grinder, cupped local coffees and helped Café Barista Mauricio Rodriguez Carrasco prepare for the upcoming National Barista Championship, which he won.

From there, Bir flew into Peru’s central jungle and stopped for a brief coffee cupping and luncheon reception at NARSA (NEGOCIACIONES AGROINDUSTRIAL AREVALO S. A.) a cooperative based in La Merced, a town in the Junín region. Since 1988, NARSA has focused on helping small coffee and cacao farmers in Peru’s Central Highlands and Amazon regions with achieving market access throughout Peru and beyond.

“In working with NARSA over the past five years, we’ve been extremely impressed with the way they live their principles of integrity, eco-efficiency and transparency,” Bir said. NARSA produced Crimson Cup’s Friend2Farmer Peru La Merced Mundo Pache coffee.

From La Merced, he drove to the town of Villa Rica and Finca Santa Rosa, owned by third-generation grower Selena Contreras Obregon. Established by Contreras’ grandfather in 1927, the 104-acre, Rain Forrest Alliance-certified farm grows catuai, caturra, bourbon, typica and geisha varietals under a canopy of indigenous trees at an elevation of 5,250 feet.

“This is the fifth year we’ve visited Selena and her farm,” Bir said. “This year, we inspected their new wet mill and some of the solar dryers they had installed. By taking moisture readings on the coffee, we were able to help them determine the optimum time to pull their honey process coffee.”

Bir also selected 30 pounds of perfectly ripe, handpicked coffee cherries. He divided these into two, 15-pound lots and sent them back with two different honey-processing recipes for testing on the NARSA solar dryer funded with Crimson Cup donations in 2016. After the test is complete, Crimson Cup plans to import about three to five bags of green coffee processed according to the winning recipe.

“Through our partnership with NARSA and its affiliated COOPERU organization, we’re now able to specify exactly how we want our coffee to be processed,” he said. “This will allow us to give our customers better coffees and pay NARSA and its farmers a higher price for the coffee.”

Next, Bir inspected Villa Rica’s Moali Coffee Lab, which roasts and analyzes coffee and offers services to local coffee growers. “We had visited last year and been impressed with their services, so this year we used them to roast samples for our cupping on the last day,” he said.

From there, he visited farms in Oxapampa, a new coffee-growing region for Crimson Cup. “The terrain is unlike any coffee growing region I’ve seen in Peru – or possibly the world,” he said. “Oxapampa sits between the Andes and another range to the east, so you have these lush jungle mountains and behind them you see the white-capped Andes. The elevation is 5,900 feet – perfect for coffee growth. It is very mild during the day and very cold at night. It stresses the coffee plant so that it produces sugars and flavors you can’t get anywhere else.”

At the end of his trip, Bir returned to La Merced for a large coffee cupping attended by local farmers. “We cupped over two dozen coffees, he said. “It was really cool to offer feedback and suggestions from sensory analysis of their coffee.”

About Crimson Cup Coffee & Tea

Columbus, Ohio coffee roaster Crimson Cup Coffee & Tea is Roast magazine’s 2016 Macro Roaster of the Year. Since 1991, Crimson Cup has roasted sustainably sourced specialty and craft coffee in small batches, which it sells directly to consumers and as wholesale coffee beans. The company also teaches entrepreneurs to run successful coffee houses through its coffee franchise alternative program, which includes a coffee shop business plan. Crimson Cup coffee is available through a community of more than 350 independent coffee houses, grocers, college and universities, restaurants and food service operations across 29 states, Guam and Bangladesh, as well as the company’s own Crimson Cup Coffee Houses. To learn more, visit

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Cheryl Claypoole
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