We sat down with Justin Dena, Chief Operating Officer at iFinca, a PRF 2021 Silver Sponsor.

iFinca is a technology company based in Colombia that uses blockchain technology to improve traceability and transparency throughout the coffee supply chain, from farm to cup.

WHAT IS YOUR COMPANY’S/ORGANIZATION’S ROLE IN THE COFFEE INDUSTRY?

iFinca is a SaaS provider focused on providing complete traceability and transparency from farm to cup for existing supply chains. Our innovative technology and mobile app can be used to forge new relationships and connect consumers and producers for the first time in a real way.

WHAT DO YOU THINK ABOUT HONDURAN COFFEES? IN YOUR OPINION, WHAT SEPARATES HONDURAS FROM OTHER ORIGINS?

There are nuances that set all growing regions apart, and Honduras stands out as an origin that is more willing to innovate. Some of the coffees I have had from Copan stand apart in flavor. However, as always in my opinion, it’s the hard work of the farmers and their efforts in growing and processing that produces a great cup of coffee.

WHAT ARE YOUR MAIN AIMS AND OBJECTIVES FOR PRF 2021?

Our main goal for PRF 2021 is to present our platform to producers and buyers as a real way to connect and source coffee.

WHAT ADVICE WOULD YOU GIVE A HONDURAN COFFEE FARMER BASED ON YOUR CURRENT KNOWLEDGE OF THE HONDURAN COFFEE INDUSTRY? 

Learn as much as you can about the international market and the industry beyond farming. Better knowledge of the value chain and a better connection to the international market, even as a small producer, will give you the tools you need to negotiate higher prices and know the real value of your coffee. Use technology to your advantage to achieve this.

Photo credits: iFinca