9 minute read
Don Francisco’s Cofee
— Lisette Gaviña Lopez, 4th generation Cuban-American coffee roaster and Executive Marketing Director, F. Gaviña & Sons, Inc.
How a 150-year-old Cuban cofee family is innovating and remaining highly competitive in an oversaturated cofee market
Coffee traditionalists F. Gaviña & Sons, Inc. turned innovators
service brand and Don Francisco’s Coffee and Cafe La Llave retail brands. They have over 100 different blends and special roasts, from single origin to favored coffees — to meet the needs of a diverse wholesale and retail market place. HERITAGE & LATINIDAD The Gaviña family’s Cafe La Llave brand pays homage to their Cuban culture, adhering to the Latin-style espresso aroma and favor that many generations grew up on. It was born out of necessity, made for their Cuban community, tostado especialmente para el gusto latino.
For over 150 years, the Gaviña family has solely been dedicated to the perfection of coffee — both in retail and wholesale.
But to get that quality taste that holds such an allure for cafe afcionados and Fortune 500 companies, perfectly roasted, high quality beans are needed. CUBAN COFFEE DYNASTY Second generation Francisco Gaviña was born in Cuba and with his wife Anatolia, they raised their 4 children there, teaching them about coffee. They left Cuba during the revolution and moved to Los Angeles in the early 1960’s. Prior to restarting the business in 1967, the Gaviña family had been in the coffee industry in Cuba for almost 100 years. From their very beginnings in Los Angeles, the Gaviña family created coffee blends and roasts that were familiar to them: dark roasted and intensely aromatic espresso, Gaviña coffee was frst made for Cuban immigrants living in exile in Los Angeles. As their reputation for roasting coffee grew across the city, it attracted the tastebuds of the Middle Eastern, Vietnamese and other immigrant communities who also had an affnity for strong dark roast coffee.
From there, the Gaviña Family learned the taste preferences and preparations of American coffee consumers, and had a strong desire to sell their coffee in the grocery store. This led to the development of their fagship brand Don Francisco’s Coffee, named in their father’s honor, delivering that rich, bold, smooth taste that the family and the American market love. The current generations today (the third and fourth) are known as F. Gaviña & Sons, Inc., one of the largest family-owned coffee companies in America and the nation’s largest privately held, minority-owned roaster. They oversee the Gaviña Gourmet Coffee wholesale/food “The cafecito drinking experience crosses generations and continues to be an essential part of our Latin tradition, which is also why it is important to us to offer more modern ways to make espresso for those generations who want quicker, easier ways to make their coffee, but still want the bold dark-roast taste that is so ingrained in the culture. In multigenerational homes, abuela makes coffee in “la greca stove top” and younger generations may choose the espresso or k-cup-style capsules,” says Gaviña Lopez. She continues: “We are also uniquely positioned with Hispanic consumers because we are a Hispanic owned company, so we have a deep understanding of these consumer wants and needs,” she says. INNOVATION Despite a long heritage in coffee, Gaviña recognizes the importance of innovating while respecting tradition. Considering the tremendous growth in espresso at home and espresso products and machines, F. Gaviña & Sons, Inc. wants to make accessibility a key part of their offerings. To that end, they have quite literally encapsulated their traditional espresso blends into espresso capsules, and launched new innovative coffee products. Don Francisco’s Coffee espresso capsules, coffee pods, and organic cold brew are some of the newest innovations.
“So even product innovations for our fagship brand Don Francisco’s Coffee have a hint of our culture,” says Gaviña Lopez. And in addition to maintaining a hint of Cuban culture, they are also keeping up with modern culture. Cue favored coffees like the new Pumpkin Spice and Blueberry blends as a part of their seasonal offerings.
-says Gaviña Lopez.
While all of the Don Francisco’s Coffee products use only 100 percent Arabica beans, Don Francisco’s Coffee Family Reserve is the brand’s polished diamond of coffee: Beyond sourcing only Arabica coffee, this special reserve uses even more highly selective Arabica beans.
Their coffee bag itself is an innovation in technology: It utilizes a proprietary one-way valve and foil barrier flm to keep the coffee inside fresh with limited exposure to oxygen.
SUSTAINABILITY The Gaviña Family’s commitment to sustainability is just as important as their commitment to quality coffee. It can be seen in their Direct Impact Program, which has four pillars: Environmental sustainability, dedication to farmers, sustainable sourcing and social stewardship. For example, they operate a zero-waste-tolandfll roastery in Los Angeles and offer USDA certifed organic, Fair Trade USA, and Rainforest Alliance coffees. Gaviña has a recycling program for their espresso capsules, coffee pods and coffee bags through the Terracycle recycling program and source from partners who share the vision of a greener coffee footprint. Regarding social stewardship, they invest back into coffee growing communities most recently with the construction of a wet mill in Colombia and Farmer Assistance projects in Guatemala. “Our commitment to sustainability is at the core of our family and company values, and continuing to innovate while minimizing our environmental impact is at the center of everything we do,” says Gaviña Lopez. CUSTOMER OBSESSION Above all, Gaviña Lopez shares that if you have a good product and a taste profle that the consumer wants and likes, that is consistent and at a fair price, consumers will reward you with their loyalty. Their dedication to the customer and expertise in coffee is what led Gaviña to be responsible for suppling McDonald’s coffee on the West Coast. She likens coffee blends to wine “....you have to repeat the profle over and over again.” On the wholesale and foodservice side, it’s important to build the customer relationship and add value by being a constant support system for their business to grow. This means anything from helping them design their beverage menu to making sure they have the right equipment to meet their beverage goals. To that end, the Gaviña family has a state of the art roasting plant capable of providing the restaurant industry with some of the fnest coffee around. Being in the business for over 150 years, it is their determination and emphasis on long-term relationships that have led the Gaviña family to consistent success throughout the decades. The business today is run by the third and fourth generations of the Gaviña Family, like Lisette Gaviña Lopez, and are poised to keep the tradition of coffee alive for many years to come. “Cubans tend to be hard working and strong willed— stubborn even. But many of those characteristics have helped us survive and thrive during diffcult times. Thankfully we have always survived. Passion for coffee, perseverance, and a strong commitment to quality — that has never shifted,” says Gaviña Lopez.
About F. Gaviña & Sons, Inc. Established in Vernon, California in 1967, F. Gaviña & Sons, Inc. is one of the largest family-owned coffee companies in America and the nation’s largest privately-held minority roaster. The company makes the highest-quality, familycrafted coffee, including fagship premium brand Don Francisco’s Coffee. The family’s unmatched coffee experience, as coffee growers and roasters, dates back nearly 150 years to the family’s humble beginnings in the rich coffee-bearing soil of Cuba, and has paved the way for a strong presence in wholesale and retail accounts across the country. To learn more about Gaviña Coffee and the Gaviña family, please visit www.gavina.com.
THE SIMPLE YET ELEVATED HOLIDAY APPETIZER: PROSCIUTTO WRAPPED PENNE STRAWS WITH GARDEN HERB AIOLI.
INGREDIENTS:
6oz Prosciutto, thinly sliced 6oz Lemon Garlic PENNE STRAWS
AIOLI:
2 tbsp Cilantro, fresh 1/2 cup Cucumber 2 tbsp Dill, fresh 1 Garlic clove 2 tbsp Parsley, fresh 1 tsp Lemon juice, fresh squeezed 1/4 tsp Black pepper 1/8 tsp Red pepper fakes 1/2 tsp Salt
INSTRUCTIONS:
Wrap fresh and thinly sliced prosciutto pieces around Lemon Garlic PENNE STRAWS. Mix aioli ingredients in large serving bowl. Serve together and enjoy!
SNAX-Sational Brands’ PENNE STRAWS has become a consumer favorite, since it’s 2018 launch by Pasta Snacks.
The plant-based snack has grown to be the go-to chip alternative, offering a perfect crunch, delicious taste, and low-calorie ingredients. PENNE STRAWS are gluten free, in the shape of actual penne noodles, are seasoned to perfection, and offer 5 tasty favors: Marinara, Lemon Garlic, Mac ‘N Cheese, Cinnamon Churro and Sweet Pepper.
Made with all-natural ingredients inclusive of Lentils & White Beans, the snack is non-GMO, OUD Kosher certifed, and cholesterol-free. Crafted from durum wheat semolina four and farro, a higher protein grain for a more nutrient-dense product and baked with fne seasonings. The results are a robust taste and crispy texture throughout. The low calorie snacks are a gently baked, healthy snack option for the entire family to enjoy. Available at top food retailers like Safeway, Albertsons, Shaws, Mariano’s, Market Basket, 7-11 and more as well as via E-comm purchasing at www.pastasnacks.com
A portion of all Pasta Snacks proceeds will be donated to the Ryan Seacrest Foundation across all favor varieties throughout 2021! Not only healthy snacking, but feel good snacking with a purpose!! Learn more @ryanfoundation
“Growing up, my family and I always enjoyed eating fresh food made with simple, real ingredients. A staple in my house was my grandfather’s 100-yearold pickle recipe. Every summer, we would use fresh ingredients picked straight from our backyard garden to make the same pickles that you know today as Grillo’s. It’s humbling to think that the pickles I started selling out of my hand-built wooden pickle cart on the streets of Boston in 2008 can now be enjoyed nationwide because of the support and encouragement of a few loyal believers early on. Thank you all for the continued support over the last twelve years.”
Grillo’s Pickles Restyle The Snack Industry With Crisp + Fresh Product
With clean, simple ingredients (garlic, vinegar, dill, salt and grape leaves) and zero artifcial preservatives,these pickles are your newest go-to healthy snack. A brand that started with a 100-year-old family recipe, backyardgrown ingredients and a hand-built wooden pickle cart in Boston, has now grown to the phenomenon that went viral for their beloved pickle bouquet and pickle merch! Grillo’s offers mouthwatering bites nationwide for sweet, spicy and sour favor seekers, with their selection of chips, wholes and spears, Pickle de Gallo and vinegar drinks. A fve calorie snack, Grillo’s items are gluten-free, fat-free, certifed Kosher, vegan and Whole 30 approved, ‘eating vegetables has never tasted this good.’
