Three friends unite to empower Puerto Rican coffee culture by blending their passion and appreciation into a narrative-rich experience.

In the wake of Hurricane María's devastating path through Puerto Rico, three long-time friends—Enio, Carlos, and Gustavo—found themselves scattered across the globe. Carlos and Eugenio were pursuing graduate studies in Madrid and Gustavo was navigating the corporate world in Washington D.C. Their paths converged again thanks to Eugenio’s sudden idea: to redefine Puerto Rican coffee culture and reignite a global appreciation for one of the island's richest treasures. From miles away, their nostalgia and desire to come back home became the catalyst for Cuela. 

For Eugenio, a plenero (specialized in playing “plenas”, cultural music and dance of Puerto Rico) with a deep love for Puerto Rico's culture and agricultural legacy, coffee represented more than just a beverage—it was a conduit for economic change, a symbol of resilience in the face of adversity. 

"I see coffee as a catalyst for change in Puerto Rico's economy," he remarked, reflecting on his journey from public relations to the coffee industry. "Despite all of the hurricanes that have struck the island, it remains one of our most successful agricultural sectors, historically.” 

The origins of Cuela took place in a classroom in Madrid, where Eugenio, inspired by discussions on innovation and entrepreneurship, envisioned a future where Puerto Rican coffee would become a cultural focal point again. "We're not just selling coffee," he explained.  

Cuela have made it a mission to challenge the status quo of coffee consumption in Puerto Rico, as a way of celebrating the island's rich coffee heritage. 

Fueled by a thirst for knowledge, Eugenio embarked on transformative journeys to coffee-producing countries like Peru and Costa Rica. He also visited Guatemala alongside Gustavo and Carlos, immersing themselves in the intricacies of coffee cultivation and the stories of the farmers who tended the land. "The first trip to Guatemala ignited a deeper curiosity within me," Eugenio recalled. "It was a beautiful journey of falling in love with coffee and understanding its essence,” said Gustavo, who had very limited knowledge about coffee and its cultivation process. 

Back home in Puerto Rico, the Cuela team traveled to el campo and visited coffee farmers in municipalities like Jayuya and Ciales. The purpose of these trips was to forge connections with local coffee farmers and immerse themselves in the nuances of the industry. "[Since the beginning], we wanted to bridge the gap between the farmer and the consumer, to celebrate the stories behind each bean," Gustavo stated. But before they did that, they were the ones that needed to understand the day-to-day of the coffee making process. “Educating ourselves about coffee was essential," he mentioned. 

As Cuela continues to blossom from an online store into a network of three physical locations on the island, they always keep in mind that the journey was not without its challenges. "LEDC entered at a crucial moment," Eugenio acknowledged. "Their transparent and proactive approach made all the difference." With the coaching of Glorivette Creso, Loan Officer and Underwriter in LEDC’s Puerto Rico Programs Team, Cuela received a guiding hand amidst the early challenges of a business in the growing phase. 

"For us, LEDC was a game-changer," Gustavo reflected. "Their approach was not just transactional; it was personal, empathetic, and deeply invested in our success." With Glorivette’s assistance, Cuela Cafe was able to navigate the complexities of access to capital and refinancing, ensuring stability and sustainability as they embarked on their expansion journey. 

Currently, Cuela partners with over 23 producers, creating an impressive array of different styles of coffee that encompass the rich diversity that is Puerto Rican coffee. As they continue to redefine Puerto Rican coffee culture, Gustavo, Eugenio, and Carlitos remain steadfast in their mission to honor the island's rich heritage and empower a coffee-loving community. With each sip, they invite others to join them on a journey of learning and celebration. 

Cuela’s focus is not just on the quality of the coffee, but also on the narrative and the history that go into each cup. "When it comes to coffee, taste and history are invaluable," Eugenio explained. "We want to combine the story with a good cup of coffee and create a deeper appreciation among for Puerto Rican coffee."