El Socorro - Natural Pacamara

Juan Diego de La Cerda is one of Guatemala’s most esteemed coffee producers, recognized for his commitment to excellence and innovation at Finca El Socorro. As the fourth generation of his family to manage the farm, Juan Diego builds on a legacy that dates back to the early 1900s. His journey into coffee production began under the guidance of his father, Juan de la Cerda Colom, who started cultivating coffee in 1980.

Juan Diego’s relentless pursuit of quality has set him apart in the coffee world. His meticulous approach to farming and processing has earned him top honors, including first-place wins in the prestigious Cup of Excellence in both 2007 and 2020, and second place in 2021. His dedication to experimentation has led him to work with a wide range of coffee varieties, such as Java, Red and Yellow Bourbon, Yellow Caturra, Maracaturra, Pacamara, Purpuracea, and Geisha. Notably, the Maracaturra variety, a hybrid of Maragogipe and Caturra, was planted at the farm as part of an innovative experiment to combat leaf rust.

Under his stewardship, Finca El Socorro has become known not only for its award-winning coffees but also for its sustainable practices. The farm's eco-friendly wet mill and commitment to preserving the natural environment—60% of the farm is covered in forest—are reflections of Juan Diego’s forward-thinking approach.

With a strong focus on quality control, innovation, and sustainability, Juan Diego continues to push the boundaries of what’s possible in Guatemalan coffee, producing some of the most exceptional and sought-after coffees in the region.