Rodrigo Asmed comes from a family with a long coffee-growing tradition. However, he chose a path in a completely different field: construction.

In 2020, during the pandemic, life brought him back to coffee. This reconnection with his roots led him in a fresh direction into the world of specialty coffee. He began focusing on quality, differentiation, and value in the cup.

He introduced new varieties and began experimenting with different processing methods, moving away from the traditional model of selling coffee by volume and instead producing coffees designed for an exceptional cup.

Since then, his journey has been driven by curiosity, experimentation, and continuous learning. Among the varieties he cultivates, Papayo has become one of his flagship coffees.