Mission

Villarreal is dedicated to revolutionizing the coffee industry by building a transparent and fair supply chain that ensures exceptional quality and equitable earnings for coffee farmers. By sourcing beans directly from Ecuador and roasting them in the Netherlands, we aim to bring fresh, high-quality coffee to consumers while fostering sustainability and innovation in the sector.

The challenge

The global coffee industry is plagued by unfair pricing, with farmers receiving only a fraction of the profits while large companies dominate the market. Additionally, supply chains lack transparency, and coffee often loses its peak flavor due to long storage times after roasting.

The solution

Villarreal creates a direct trade model that ensures fair compensation for Ecuadorian farmers while guaranteeing the freshest coffee for consumers. By roasting beans locally in the Netherlands, we maintain optimal quality and flavor, while leveraging our industry expertise to innovate and set new standards in coffee production and distribution. Through transparency and ethical business practices, we are reshaping the future of coffee—one bean at a time.

Pictures

Videos