Proyecto Diaz shares family heritage and perseverance through coffee

SAN FRANCISCO — For Fernando Diaz, coffee is truly part of his DNA. His father, grandfather and great-grandfather created their family’s legacy through coffee.

“It’s great for me to know that he traveled many miles to get to this point,” Diaz said.

It took more than a century for the coffee of the Diaz family to reach the bay. Their journey began in Oaxaca, Mexico, where every coffee bean represented sacrifice and history.

“I grew up with rumors about my grandfather’s farm. There was always drama around her,” Diaz said. “My grandmother didn’t want my grandfather to spend so much time on it, because there is no livelihood there. it didn’t feel like there was a lot of livelihood in it,” adding, “But when I got older, like in 2013, 2014, I recently graduated from college. coffee farm. So let’s do something about it.”

Diaz made it his mission, his “project” to help save his grandfather’s coffee farm. This is how the Proyecto Diaz coffee roasting company was born.

“I wanted to keep this story that I knew was over 100 years old, I wanted it to move into the future,” Diaz said.

Ten percent of Proyecto Diaz’s profits go towards restoring his grandfather’s farm.

“There is a lot more production,” Diaz said. “New plants have been replanted and there is growth for the coming years. The farm now has a full-time farm manager who lives with his family, where we also help him build his own cabin.”

Nearly a decade later, Proyecto Diaz coffee is sold in stores across the Bay Area, online, and in San Francisco at the Ferry Building three days a week.

For more information visit here and follow @proyectodiaz on Instagram.

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