When we think about coffee roasting we generally assume that roasting happens once green coffee leaves its county of origin taking much of the coffee's value along with it. But there is a growing movement of entrepreneurs who are keeping their coffee's value right at home by roasting at origin and shipping direct to shops and consumers. 25 years ago that movement was catalyzed and led by today's very special guest, Luis Fernando, Founder of Amor Perfecto in Colombia.  Luis' quest was to bring the freshest, best tasting Colombian coffee to the world and he started by breaking the law. It was illegal at the time to roast and/or sell quality beans locally but through his passion, championing roasted at origin Colombian coffee, Luis not only was able to get the law changed but has today built global team of FNC-affiliated growers, agricultural technology companies, master roasters, baristas, packagers, chefs and coffee aficionados all brining the finest Colombian Coffee to the entire world.  Luis and his team at Amor Perfecto have won a host of awards for their coffee, barista skill, and business. The most impressive result of all Luis' work though is his legacy and the impact Amor Perfecto has had on countless professionals, farmers, and like minded entrepreneurs.  In this episode we cover: We cover: From flowers to coffee Adding value at origin From illegal operation to trail blazer  Changing laws to revolutionize coffee culture in Colombia Barista competitions and networking Learning to roast and developing the business True local coffee Exporting origin roasted coffee Advice to other entrepreneurs at origin  Developing professional barista culture Partnering with growers Sustainability legacy and future farmers  Links: www.amorperfecto.com   Episodes to listen to next: 288 : The Truth behind Cheap Coffee w/ Karl Weinhold 265 : Gaining Clarity on Transparency w/ Jonas Lorenz of The Pledge 061 : You Don’t Know Beans about Brazil w/ Kelly Stein, Coffea Podcast Visit our sponsors! www.prima-coffee.com/keys www.pacficfoodservice.com www.coffeefest.com