Genuine Origin Expands Its Women Producer Program


Editorial Policy

Published on

Last updated on

La Morena bracelet produced by Wakami Guatemala. Photos courtesy of Genuine Origin

Green coffee importer Genuine Origin is expanding its La Morena program to women artisans in Guatemala to promote gender equity in the industry. 

According to Genuine Origin, between 20% and 30% of coffee farms are female-operated, with up to 70% of labor in coffee production provided by women, depending on the region.

After importing its first La Morena lot, it quickly sold out. 

Maria Morales is the assistant general manager at Volcafe Guatemala. The La Morena logo features a traditional Guatemalan dress and blue Guatemala flag color.  Logo by Volcafe Guatemala

“We didn’t realize that La Morena would become a platform for producers to showcase their coffee,” says Maria Morales, assistant manager at Volcafe Guatemala. “After this, all three farmers were contacted and sold their coffee directly to roasters!”

In 2018, Genuine Origin worked with four women producers from Huehuetenango and imported half of a container of La Morena. The following year, sensing increased demand, Genuine Origin worked with over 20 women producers and imported a full container of La Morena, and in 2020, the organization sought to expand the reach of the La Morena program. 

La Morena Producers sport their bracelets (from left): Yuris Yohana Villatoro Herrera from Finca El Río, Dalia Carlota Villatoro Herrera from Finca Los Pinos, and Floridalma Carrillo Cifuentes from Finca El Matasano

“We started thinking: roasters can’t wait for the next crop of La Morena,” says Morales.  “What about all the other women in our country that face challenges every day? What about helping them through La Morena coffee?”

For each box of La Morena a roaster purchases from Genuine Origin, they will receive a La Morena bracelet to commemorate their involvement in advancing gender equality in coffee production.

For more information about this topic, email

Share This Article

Fresh Cup Staff

Join 7,000+ coffee pros and get top stories, deals, and other industry goodies in your inbox each week.

This field is for validation purposes and should be left unchanged.

Other Articles You May Like

The Accidental Coffee Farmer

When respected coffee farmer Andres Magaña Ortiz was deported after living in Hawaii for 30 years, his daughter Victoria had no choice but to take over.
by Fionn Pooler | March 13, 2024

‘Enjoyed by Those Who Grow It’: Wangeci Gitata-Kiriga And Kenya’s Coffee-Drinking Revolution

Kenya produces some of the world’s best coffees, but consumption within the country remains low. Wangeci Gitata-Kiriga of Revolutionary Coffee wants to change that.
by Fionn Pooler | March 1, 2024

Let’s Hear it for the (Coffee) Critters

While often seen as the enemy, many insects and animals actively create healthy ecosystems where coffee can thrive.
by Fionn Pooler | January 31, 2024

Meet The People Helping Fuel Venezuela’s Burgeoning Coffee Scene

Venezuela was once a major player in the coffee industry, and now dozens of roasters, growers, and baristas are working together to revive the country’s coffee industry.
by Yker Valerio | January 17, 2024