( t'ho is pronounced "tee hoe") 

Why Coffee?

Diego was born in T'HO, Mexico; The Crossroads of Maya history.  Today people know this city as Merida, Mexico.  He spent all of his childhood working on co-co farms while his mother and grandmother fermented and roasted all day in the kitchen.  Diego loves reminiscing on the story " I remember coming home from playing outside all day to have my grandmother hand me and my friends a fresh piece of chocolate - nothing can explain the taste of pure, fresh chocolate".   Later on when he grew up, his grandmother and mother taught him the process and patience of perfecting chocolate.   

Once he mastered the process of chocolate, he decided to expand his career and move to San Francisco to spread his knowledge and passion in hopes to open a chocolate shop.  His plans took a small right turn when he met the specialty coffee living legend, Erna Knutsen.  She taught him everything she knew about coffee.  Erna put passion in his eyes and is one of the reason he fell in love with coffee.  (Erna and Diego pictured above)  

Soon After Erna, another legendary coffee professional entered his life, Alfred Peet, the Founder of Peet's Coffee.  Alfred expanded on the knowledge Diego learned from Erna and taught him even more.  He truly influenced Diego and shared everything there is to know about coffee, and showed him how to perfect each cup.  "I’m blessed to have gotten the time I had with Alfred Peet.  We really got to know each other.  We were buds- up until the day he died."  Pictured above is Diego and Alfred at a cupping event.  You will also see a letter Alfred wrote to Diego about how he treasured all the talks they had during cupping events about what it takes to be a good "coffee man", and in Alfred's eyes - Diego was just that.   

These two legendary coffee connoisseurs opened a HUGE door for Diego.  He started hosting cuppings, opened up coffee shops, became a professional roaster, and simply shared the love and passion for coffee by offering roasting sessions in his warehouse.  

So now Diego looks at San Francisco and says "Thank you.  Thank you for embracing me, teaching me, and guiding me towards the path I have been dreaming of since I was a little boy- you've given it all to me, and now its time for me to give back" . 

Please navigate to our Coffee Roasts page, linked below and discover the perfect roast you want to be delivered to your front door.