International Coffee Day is upon us, a day devoted to celebrating one of the most beloved beverages in the world. So many of us couldn’t imagine starting our day without the deliciously rich flavours of a cup of coffee. Whether to get us through the working day, or to perfectly complement a catch up with someone we love, there’s no denying the joy a good old cup of joe brings to our daily lives. In light of International Coffee Day, we are delighted to be featuring León’s specialist coffee roaster, San Agustín. So, grab yourself a cup and join us as we gain an insight into the world of coffee roasting from company Director, Luis Ángel.
“San Agustín is a magical place, an oasis in the midst of the city of León where some of the best specialty coffees in Europe are roasted.”
It all began during a trip to a wine cellar in La Rioja, Spain. At that time, Luis was running a cosy jazz and wine café in the heart of the city of León. It was on that trip that, by sheer chance, Luis stumbled upon a small shop that roasted its own coffee. Luis says, “A Kenyan espresso I tried there left an indelible mark on me. That moment was a turning point. I had never experienced coffee like that, and I knew that most people hadn’t either. That instant triggered my decision to offer similar products to people. I wanted to share that surprise and excitement with everyone.”
Thus, San Agustín’s purpose since 2011 has been to craft the most extraordinary coffee, and as a result, raise its customers’ expectations with every bag. This involves obtaining only the freshest raw materials from current harvests, roasting them, creating blends, and developing the most distinct and delectable flavours and scents. San Agustín also only roasts its coffee to order, ensuring complete freshness and no accumulation of stock.
Indeed, it is a coffee roaster passionate about highlighting the diverse flavour profiles and unique aromas of each coffee, inviting individuals to come and have a taste – One opportunity to do so will be during this International Coffee Day, with Luis saying, “Our way of celebrating International Coffee Day is by inviting everyone to enjoy a complimentary coffee at our roastery during the morning. We would love to see you there!” San Agustín also shares creative coffee-based drink recipes on its social media platforms for those who want to have a go at creating their own beverage at home.
The theme of this year’s International Coffee Day is to recognise coffee farmers’ prosperity in reducing the coffee industry’s impact on the environment as well as mitigate climate change. Luis tells us the meaning of this to his company.
“International Coffee Day is our chance to celebrate our passion for this exquisite beverage. For small roasters like us, it’s also a time to acknowledge the effort of farmers and communities that make the quality coffee we love possible. It’s a reminder of the importance of supporting those who contribute to this delightful essence.”
He goes further into sharing how this is done within San Agustín.
“We opt for direct relationships with a select group of importers, those we know personally, who have full traceability commitments from producers. This approach ensures that our coffee beans come from small producers, supporting local communities. Moreover, we have a policy of not bargaining prices with importers, ensuring they receive fair compensation for their hard work and dedication. This contributes to improving the living conditions of farmers and their families, and promoting sustainable practices throughout the supply chain. Our commitment to equity and sustainability motivates us to continue collaborating with responsible importers and producers, positively contributing to the coffee industry and the environment.”
With regard to the consumer, Luis and the team are observing how the new generation are valuing transparency and freshness in their coffee choices. For example, they are seeking roast dates on their package, which aligns with their preference for lighter roasts. This shift has led to a growing interest from consumers in specialty coffees and single-origin offerings. The team see how customers are transitioning from capsules to espresso machines, too, and they prefer purchasing whole coffee beans rather than pre-packaged products.
Additionally, there is significant demand for training in various coffee preparation techniques, such as V60, Aeropress, Kalitta, and more. This reflects a rising consumer desire to explore and appreciate the variety of flavours and nuances that coffee brings. Furthermore, alternative plant-based milk options are gaining notable popularity among customers. This shows the increasing awareness of healthier and environmentally-friendly options in coffee-based beverages.
Aligned with these trends, San Agustín’s commitment is to stay at the forefront, with this including providing its customers with a remarkable educational experience that matches their ever-evolving preferences. Within this, it is keen to highlight studies demonstrating the health benefits of moderate coffee consumption, such as its potential antioxidants and its ability to enhance concentration and mood.
Overall, the company’s relentless pursuit of excellence and staying current with the latest trends and techniques is present in its collaboration with top coffee bean importers in Europe. It actively works with these partners to ensure it sources the most exceptional and distinctive beans, allowing it to offer a unique coffee experience to each and every customer.
Now, last but certainly not least, we ask Luis what his favourite coffee is. Without hesitation, he says, “Ethiopian coffee. The complexity of Ethiopian coffees, the floral notes, and the variety of profiles you can find each year make me genuinely excited every time we try the new harvest batches. It’s as if each cup is a different adventure, and that really motivates me a lot.”
Explore San Agustín’s incredible coffee offering by visiting www.sanagustin.com or www.instagram.com/sanagustincafes.
Email: [email protected]
Website: www.sanagustin.com
Instagram: www.instagram.com/sanagustincafes
Address: Calle El Vago nº15
24195 Villaobispo de las Regueras, León. España
