For more than two decades, Isabel "Chabe" Cerqueda has been at the heart of Sustainable Harvest's work in Mexico and Central America. From her early days learning to roast and cup in Oaxaca to now leading supply operations across the region, Chabe's journey is a testament to passion, perseverance, and the power of relationships in coffee.
In this Q&A, we're excited to share Chabe’s story and celebrate the impact she has had at Sustainable Harvest and with our partners at origin!
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Sustainable Harvest (SH): First of all, Chabe, how did you get started at Sustainable Harvest? Tell us a bit about your story at the company!
Chabe Cerqueda (CC): I’m from Agua de Tierra, a small community in Huautla de Jiménez, Oaxaca. I moved to the city of Oaxaca at 12 to attend middle school and later studied accounting while working various jobs. I joined Sustainable Harvest in 2002 when they opened their Oaxaca office.
In 2003, I worked alongside Oscar, now our Chief Technology Officer and Co-Head of Software Engineering at Sucafina, and Jorge, our Chief Coffee Officer. I assisted them in the office while Oscar roasted samples, and they both taught me how to cup coffee. At the end of that year, I attended the first Let’s Talk Coffee [in Oaxaca] and the team encouraged me to continue to learn to cup, and I began to understand more about quality, the differences between coffees, and so on.
In 2006, I started co-managing the Oaxaca office, approving coffee samples from around the world. By 2008, I became a certified Q Grader in Colombia, and [during that trip I got to travel] to visit producer groups and learn about different coffee profiles. In 2010, I became the supervisor for Central America and Mexico, focusing on evaluations, warehouse inspections, and coffee offers. By 2016, I took on the role of Manager for the region.
SH: What do you love most about your job? What keeps you motivated?
CC: That is definitely working with producer organizations. When they say things like, "Thanks for buying our coffee," or "Thanks for helping us connect with this customer," those moments make it all worth it. It feels good to know you're helping them place their coffee, ; it's really rewarding.
I also really enjoy traveling to coffee-producing regions, where I connect with producers and learn about their cultures. Working in Central America has introduced me to many wonderful people.
And last but not least, discovering new exceptional coffees each year, which is always exciting. I love seeing producer groups enhance their quality over time.
SH: If you were talking to a roaster or a producer who doesn't work with us, what would you say to convince them to work with Sustainable Harvest?
CC: For me, it's the transparency. That's something we always prioritize with producers, even when we're dealing with tough issues. We are honest with them, and we expect them to be honest with us too. This has built trust, allowing us to tackle challenges, like climate or logistics issues, together. When producers face difficulties, they communicate openly, which helps find solutions in time.
Strong relationships also set us apart. It's more than just business; it's genuine friendship. We stay in touch, follow each other on social media, and keep up with each other's lives.
Unlike other companies that focus solely on buying and selling coffee, we've established deeper connections with our partners at origin and with roasters. At first, it was hard for me, but I've gained confidence in communicating with roasters. Now I feel comfortable talking about samples, shipments, and everything else. It's been great! Sometimes I write to them in Spanish and they even reply in Spanish! Everything has been flowing really well.
SH: What challenges do you often face in your role, that you wish more people in the industry understood?
CC: One of the main challenges we face is timing, particularly with sample shipments and coffee exports. Factors like weather, local issues, and shipping logistics frequently cause delays, and we understand that customers are eager to receive their samples.
In the past two to three years, we've dealt with issues such as container shortages and port delays. For example, this year, both Honduras and Nicaragua faced significant shipping delays, which are largely out of our control.
In Honduras, samples are meant to travel quickly, ideally arriving at their destination within five days. But in places like Marcala, the process can take much longer, sometimes 10 to 15 days. This is because coffee often has to be sent from cooperatives on small trucks, sometimes even passenger buses, that don’t run on a set schedule and make multiple stops along the way. As a result, it can take several extra days just for samples to reach San Pedro Sula before they even begin their journey abroad.
Another hurdle this year was the delayed harvest across Central America; our shipments planned for January had to wait until March as the coffee wasn't ripening in time. Price volatility is also a concern.
SH: And now, on a brighter note, how do you think the supply chain has evolved over the last 5–10 years?
CC: In my opinion, one of the biggest improvements has been in coffee quality and the training of professionals, particularly cuppers. Many samples are now cupped at origin, and the coffees consistently arrive in excellent quality – a level of consistency that wasn’t achievable 10 years ago.
Previously, we had to double-check everything, but now there is greater trust in the QC labs of our producer partners, with most being quite reliable.
Another big area of improvement is professionalism in logistics. We used to guide people through every step, but now most teams understand the processes well.
SH: Now for a more fun question: Do you have a favorite coffee, region, or flavor profile?
CC: That's tough! But right now, I really enjoy a well-processed washed Geisha. I've been lucky to find great ones here in Oaxaca and in Colombia.
For everyday drinking, my go-to is a good washed Typica from any region, brewed with a French Press.
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