Our Mission

Our mission is to unleash the quality of coffees from the farm to your cup and to reveal the potential of the people working with coffee throughout the whole coffee chain: farming, roasting and brewing.

Farm to Cup Partnerships

Together with the farmers, we control and preserve the coffee’s quality from inception to indulgence, from farm to cup. We work with consumers and with coffee experts in the San Francisco Bay Area to provide feedback to the growers to help improve the farming processes, and we are excited to unleash our newest coffees with each year’s harvest.

Fazenda Mandacaru

The ancestors of Unleashed Coffee’s co-founder, William Murad, proudly settled in their farmland back in 1840. Today, they represent the 9th and 10th generation in a family of farmers. Their first coffee plantation dates back to 1875. They have 17 different coffee varietals at the farm and produce over 40 micro lots every harvesting season. Each micro lot is traceable and attempts to capture the best combination of a non-GMO, Arabica coffee varietal with a unique terroir at the farm.

Most of the coffees in the world are prepared using a method called “washed process”. Did you know that this process can use up to 3.8 gallons of water to process the coffee necessary to make only a cup of coffee? Fazenda Mandacaru processes coffees using the “sun-dried natural” method, which nourishes naturally sweet and creamy coffees, with plenty of chocolate flavor, dried fruit aromatics AND 0% water waste. Further, they preserve the water springs at the farm, as well as the natural vegetation, by letting the land and the environment ripen as they should, unbothered.

Finca Santa Marta

Coffee is not just a hobby or a career for David Rodriguez, Sr. It is a way of life. From an early age, he learned how to cultivate coffee in a traditional, natural, and sustainable way from his father, Don Laureano Rodriguez. As a child, his fondest memories are running among thousands of coffee plants. It was here that he succumbed to the magic of both the process and product of coffee farming. From the aroma of damp earth and dry grasses to the euphoria of that first sip, the spell put on the senses is undeniable. It wasn’t long until he dreamt of having a coffee farm of his own.

Together with his wife, Doña Lily, and a lifetime of dedication and hard work, they have made that dream a reality. What started as a 7 hectares farm slowly grew to the 60 hectares it is today. David Sr. and Lily, together with their children, Katherine, David Jr. and Sabrina, lovingly and artfully tend to their farm and have established a coffee producing business founded in integrity and sustainable craftsmanship. As their business expands, the Rodriguez family feels driven to give back to the community that has provided the nurturing environment in which our farm has been allowed to prosper. They provide employment opportunities for residents and ensure fair and equal treatment of all collaborators.

When it comes to improving a community’s quality of life, the Rodriguez family at Finca Santa Marta in Guatemala knows how important children’s dental health is. They host an annual dental day which provides 100 children with dental cleaning, free of charge. Each year, their whole team makes the three-hour trek to move dental equipment from the city up to their village on the mountain so the children can get the care they need. In late 2021, Finca Santa Marta officially formed Papa-Moms, a non-profit organization to address the needs for the children in their farming community through their annual dental day and other social causes.

Cooperativa Agraria Aroma del Valle

We are an agricultural cooperative of 555 small coffee producers who are currently distributed in productive areas between 1,500 and 2,100 meters above sea level in the provinces of Jaén, San Ignacio and Cutervo. Our history begins in 2015 as a small association of producers, Aroma del Valle.

Our development of its activities are based on principles of democracy and loyalty, which contribute to the socio-economic development of our producers that help generate a participatory social identity even within their own families.

FARM TO CUP EXPERIENCE

Kelly Abbott

CEO

Kelly Abbott took the helm as Unleashed Coffee’s Owner, Roaster, and CEO in January of 2021. She is an SCA-trained Coffee Professional and certified Q-Grader. As a K-12 teacher for more than 20 years, she’s been a long time coffee enthusiast. A few years ago, Kelly made a career decision to transition from teaching to the coffee industry, and went from full-time teaching

to learning the coffee trade and building up her roasting skills. The more she learned about the industry and the injustices borne by many farmers, the more she knew she wanted make a difference in the industry. Offering high quality, sustainable specialty grade coffee at a fair price to customers and the farmers who grow it is her passion.

The Founders

William Murad and Valerian Hrala met at the 2015 Specialty Coffee Association Event in Seattle, WA and decided to tackle a rarely tested question in the specialty coffee world. Ironically, although they met at a conference in Seattle, both men live very close to each other in the Bay Area. William, a farmer originally from the Minas Gerais region of Brazil, and Valerian, a coffee roaster originally from Europe, joined forces to launch a U.S. based coffee roasting company serving US customers, while giving the farm an equal share in the business. William imports coffees directly from his family’s farm near the town of Campo Belo in the Minas Gerais region, where his parents still run day-to-day operations. William travels home often to get his hands dirty, but he mainly focuses on improving the various farming processes, on bringing new technologies to the farm and on preparing and delivering perfectly roasted beans for the American customers. Meanwhile, with more than 20 years of experience in the coffee industry, Valerian perfected the Unleashed Coffee’s signature roast profiles for the coffees that are available to our customers today!