New SOVDA Distributor for Latin America
We are excited to announce our new Wholesale Distributor who will handle Latin America. We’ve partnered with Torch Coffee Company in Guatemala, led by Sara Parish de Edward. This partnership was a much-anticipated endeavor because of the growing market in Latin America and how vital this part of the world is to the coffee industry. We expect the market to continue expanding, especially with the increase of companies and farm owners roasting at origin.
We asked Sara a few questions so that she can introduce the world to Torch Guatemala in her own words.
Q: In a brief intro, who is Torch Guatemala? Can you also talk about the other brand you established?
A: Torch Coffee Company in Guatemala is embarking on several areas with a coffee shop, a roastery, and a coffee school in Guatemala City. This year, we are launching coffee-buying tours and selling/exporting green coffee.
We also just opened the new branch business of Torch Coffee Gear to sell coffee accessories and equipment, including coffee-making tools (brewers, grinders, scales, etc), coffee roasters, and now Sovda equipment. We're hoping to add more equipment to offer later this year.
Q: What is your relationship with Sovda?
A: I learned about Sovda through Samuel Gurel, the company’s co-founder. Samuel has been my mentor for years, so I've seen Sovda from its early stages, and how it's grown into the outstanding company and brand, it is today. I first worked with Sovda machines at Curate Coffee Collective in Portland in early 2021, where I spent a few months working with Curate and Samuel.
After spending years hand-sorting quakers and burnt beans, weighing and bagging by hand, I fell in love with how effective, efficient, and time-saving it is to use Sovda equipment. I experienced Sovda machines firsthand and am now excited to help more roasteries in Latin America save time, money, and energy by getting more Sovda equipment in their hands.
Q: What qualifies you to be a Sovda distributor?
A: We are excited to get Sovda into more places in Latin America and have the ideal team together to embark on the several aspects needed. We've been working in different areas of the specialty coffee chain, from buying and roasting coffee and education. I am also a Q-Grader, so I understand how defects, quakers, and burnt or under-roasted beans can ruin a whole batch.
Also, we are now working with Gilbert, an engineer who can bring in the technical knowledge and know-how to support Sovda customers in pre-and post-sales. We know specialty coffee, roaster operations, and engineering. We are also lucky enough to have Nick, Sovda’s Lead Tech and Head of Service here in Guatemala, who has been able to train us and support us while we get started.
Gilberth in front of the Precision Fill Mini for Torch as Sovda’s new Distributor in Guatemala City, at Guatemala’s National Barista Competition
We understand how important it is to communicate with someone who speaks your native language, so we’re very fortunate for Sara and Torch Coffee’s timing to set up shop in Guatemala.
Additionally, we are happy to say that Sara, Gilberth, and Nick will attend the Producer Roaster Forum (PRF 2024) in March. They’ll be representing both Sovda and Torch Coffee, and we’re confident that their presence will lead to more in-person discussions about our equipment and products. We expect many new relationships and conversations about roastery workflow to bloom from their interactions with the rest of the PRF Hosts, Attendees, and Guests. Please look for their booth (Stand 04) if you’re scheduled to attend PRF 2024 in Guatemala.
Having Wholesale Distributor partnerships is crucial to Sovda’s growth, and we feel that this new relationship in Latin America will be highly impactful for the region. If you feel your part of the world could be represented better with a Sovda Distributor, don't hesitate to contact us. For example, we are still looking for Distributors in Brazil, Australia, New Zealand, and Korea. Could you be our next Wholesale Distribution Partner? Hit the Talk to Expert button below to let us know.
Sara lives in Guatemala with her husband, with whom she runs the Torch Coffee Company. She loves coffee because it connects her with people from all over the world. Sara has been in coffee for over ten years and has opened several coffee-related businesses. She also loves baking, traveling, and spending time with her family.
