In an interview published by Qahwa World, José Manuel Hernández García discussed traceability, technology, new trade routes, and the role of Casa Tostadora Briones in promoting Mexican coffee internationally.
The CEO of Casa Tostadora Briones, José Manuel Hernández García, participated in an interview with Qahwa World, a coffee-specialized publication, where he shared the company’s vision for strengthening the presence of Mexican coffee in strategic markets across the Middle East and Eurasia.
The interview, conducted by Ali Alzakary and published on May 20, 2026, addressed some of the main challenges and opportunities facing Mexican coffee in the international market, including digital traceability, climate-related challenges, new international regulations, product adaptation to local markets, and the development of new trade routes through Dubai and Armenia.
During the conversation, our CEO explained how Casa Tostadora Briones works to connect Mexican coffee producers with international buyers through a model based on quality, origin, traceability, and long-term market development. He also highlighted the importance of using technology to strengthen transparency across the supply chain, improve farm-level data organization, and support producers in accessing new markets.
One of the central topics of the interview was the need to ensure that Mexican coffee does not lose its identity within commercial chains dominated by intermediaries. From Casa Tostadora Briones’ perspective, traceability is not only a requirement for meeting new international standards, but also a way to recognize the farms, regions, and producers behind each coffee lot.
The interview also addressed the effects of drought on Mexican coffee production during the 2024–2025 harvest, as well as the importance of adapting farms to increasingly variable climate conditions. In this context, the conversation highlighted the need to promote better water management systems, monitoring tools, productive organization, and commercial strategies that help protect the quality and competitiveness of Mexican coffee.
Another relevant point was preparation for international regulations such as the European Union Deforestation Regulation (EUDR), which requires higher levels of traceability, geolocation, and documentation. Casa Tostadora Briones believes these new requirements should become an opportunity to strengthen producer organization, while preventing small coffee growers from being excluded from international trade due to limited access to digital tools or technical support.
Regarding international expansion, José Manuel Hernández García shared Casa Tostadora Briones’ strategy to use Dubai as a commercial and logistics platform for Mexican coffee in the Middle East. This vision includes importing green coffee, roasting locally to preserve freshness, adapting Mexican coffee to different consumption styles, and distributing it through channels such as HORECA, retail, and regional re-export.
The interview also presented Armenia as a strategic gateway to Russia and the Eurasian market. From this perspective, Casa Tostadora Briones is exploring new trade routes that can connect Mexican coffee with regions where there is still significant potential for growth and positioning.
The conversation also included the Todos Somos México initiative, a vision created to use coffee as a tool for economic representation and diplomacy. Through this initiative, Casa Tostadora Briones seeks to bring together producers, institutions, governments, embassies, and consulates under a shared message: promoting Mexican coffee internationally with identity, quality, and collaboration.
Finally, our CEO shared progress on the development of a Latin American platform designed to connect coffee producers and brands with buyers in the Middle East and Eurasia. This initiative aims to strengthen transparency, direct negotiation, traceability, and the commercial presence of Mexican and Latin American coffees in emerging markets.
For Casa Tostadora Briones, this interview represents an opportunity to publicly share the vision guiding its international work: building commercial bridges, opening new routes, and positioning Mexican coffee with greater value, recognition, and presence in global markets.
Read the full interview on Qahwa World:
https://qahwaworld.com/interview/jose-manuel-hernandez-garcia-interview
