Each of our roasts begin with a story that starts thousands of miles away from sunny Gainesville, Florida. Back in early October, Sweetwater’s Graphic Designer Vinnie Fiorello traveled to CAC Pangoa, one of our longest-standing farmer partners in Peru, to celebrate their 48th anniversary and experience the roots of our coffee firsthand. From the lush green mountains of the Central Amazon to the meaningful conversations shared over freshly brewed coffee, Vinnie’s journey revealed not only the natural beauty of the landscape but also the deep connection between farmers, communities, and the coffee we all enjoy back home.
1. From your creative perspective, what were the most visually striking moments of the trip?
“One of the most visually stunning moments was flying into the Pangoa area for the first time. As we came out of the cloud cover, I could see the landscape and mountains stretching out below—so green and so lush. It really hit me: this is coffee country. This is where what we work with gets grown, the starting point for the many, many hands that will touch it.
Beyond that, the drive from Pangoa to Lima took us over one of the highest peaks—Ticlio, at over 15,000 feet. The cloud cover sat close to the ground because of the altitude. Watching the mountains transform from carved-out, green, and lush terrain into stark, rocky peaks was absolutely unlike anything I’ve ever seen. It was awesome.”
2. What part of the visit surprised you the most, or challenged your expectations?
“What surprised me most was meeting people from the co-op and experiencing that immediate sense of welcome. They genuinely wanted to communicate—to know who we are, what we do, and to share what they do. The challenge was that I speak very minimal Spanish, so I had to rely on translation apps and piecing together every other word just to communicate. But that welcoming spirit and curiosity from the co-op members and farmers was amazing.
The other surprise was being able to see directly where the impact fund helps out—meeting the farmers who grow the coffee we roast and sell. The community is so tightly knit and woven together, and for us to be able to go there and truly ingrain ourselves for a few days was incredible.”
3. What was it like to witness the 48th anniversary celebration firsthand?
“Witnessing the 48th anniversary celebration was amazing. Seeing all the farmers, experiencing how deeply woven coffee is into the co-op’s identity, walking the grounds where the celebration took place, enjoying the food—it was absolutely stunning.
The energy was welcoming, with so much gratitude for us being there on their anniversary day. The colors really stood out: the lush green of the mountains contrasted with the bright colors of origin—oranges, burnt orange, mustard yellow—all popping against that backdrop. And the food—root vegetables and fish—was absolutely amazing.”
4. Were there any powerful personal moments, conversations, gestures, or exchanges that stuck with you?
“What struck me emotionally and creatively was being able to walk in and really see ground zero—the inception point of the coffee that gets roasted and sold. Being able to see that first line and draw it all the way back to Gainesville, Florida, was absolutely amazing.
The little things really mattered too: smiles and handshakes in the morning, talking and listening over coffee. It was truly a connective experience for me—being able to follow that thread from Pangoa all the way to Gainesville and beyond.
And being able to see firsthand where the impact fund goes—like visiting the women’s market and witnessing how much support the co-op gives to the local community—that was powerful.”
5. How did this experience influence how you think about design, storytelling, or branding for Sweetwater?
“The landscape—those tall, lush green mountains—really got me thinking about using more of that in the design and baking it into the branding. Prior to going there, we’d already moved toward a darker green, more lush aesthetic. Being there firsthand confirmed that was the right decision.
But it really got me thinking about storytelling—focusing on the farmer, focusing on the co-op, and teaching people what CAC Pangoa is doing. They’re doing fantastic work, and being able to bring that story to Sweetwater’s social media, branding, and blogs feels incredibly important.”
If you’d like to learn more about the inspiring work of CAC Pangoa, make sure to explore their story on Cooperative Coffees, and if you’d like to taste the impact of that partnership, you can find our Peru Full City single-origin roast in the shop.