To find raw materials abroad, Chairman Chang went on a trip to Guatemala, and it changed Chairman Chang’s life. When he returned to Taiwan, he couldn’t forget the aroma of the coffee, so he started the blueprint project to bring the unforgettable taste to Taiwan. For several years, he kept visiting and contacting farms in Guatemala to select coffee beans and check the quality.
From 1998, Chairman Zhang has step by step been building his own empire ‘Catamona’, and cooperated with farms, factories, coffee bean companies in Guatemala. The name of the company comes from Spanish and it means “a taste of the good life.” The logo looks like a blooming coffee flower and it means “everlasting.” They hope to enrich people’s lives with high-quality coffee.
Catamona remains Taiwan’s leading Central America’s coffee importer.
In those years in Taiwan, tea was still the mainstream in society. To promote the coffee market, Chairman Zhang and his team attended commercial exhibitions, participated in events organized by the Taiwanese government, and made coffee in person for everyone. On account of unfamiliarity with coffee, they even had to explain what is “Latte.” Taiwanese finally explored the beauty of coffee thanks to the rising trend of convenience stores and their efforts. “A cup of coffee a day” has become well-known. A cup of coffee in the morning becomes a daily routine.
Speaking of the characteristics of coffee beans from Guatemala, EA Lin mentioned, “Guatemala locates on the golden belt, which is the most suitable for coffee beans. Due to the active volcanic geology, the steep terrain, and the huge daily temperature difference, coffee beans grow slower and contents higher hardness. Various conditions make the rich flavor. This uniqueness has also made Guatemala the largest importer of ours.” In addition, coffee beans from Guatemala are cultivated in the shade. The beans have a solid structure, sweetness, fruit acid, and balanced acidity. They can reduce cutting trees and strike a balance between the environment and profits.
The coffee beans are affected by climate change. Farmers face months of unstable production. The imbalance between supply and demand causes the supply chain to collapse. Supporting organic farming to improve the life of coffee farmers has become an important factor. Being sustainable is what exporters and importers need to figure out and put more focus on. In the light of this, Catamona has been cooperating with the UTZ, a program and a label for sustainable farming, and the Rainforest Alliance (RFA) to advocate environmentally friendly methods, allowing the land to grow sustainably, and referring to the fair-trade principles. This will guarantee stable quality and production and protect the environment.
To expand to different markets, Catamona takes customers from Islamic countries and the young generation into account. Therefore, the products have passed various certifications such as Halal certification and organic certification, etc. With cup testing and proofing confirmation, Guatemala’s coffee fragrance will spread to every corner of the globe.