Today marks the beginning of a journey that goes far beyond the cup: a documentary series born with the mission of positioning Mexican coffee in the MENA region (Middle East and North Africa), starting with the United Arab Emirates and expanding into markets that value quality, heritage, and authentic origin.
This initiative is made possible by Casa Tostadora Briones, a company dedicated to the excellence of Mexican coffee, under the visionary leadership of its CEO, José Manuel Hernández García, who has driven this project with a clear goal: to bring our coffee roots to the global stage.
Coffee, Tourism, and Community
With Coffee-Growing Regions of Mexico, we aim not only to highlight the quality of our coffee but also to give visibility to the producers who make it possible. These are the people who have kept this tradition alive through generations, facing climate, economic, and social challenges with resilience and pride.
Each episode opens a window into a unique coffee region, beginning with Coatepec, Veracruz, a magical town where coffee took root and changed everything. Through the voices of locals, tourism guides, and experts, we will tell the story of how coffee arrived and became part of the region’s identity.
This project also seeks to promote tourism in Mexico, inviting international audiences to discover our landscapes, flavors, and hospitality. “Origin travel” —visiting the places where products come from— is a growing trend, and Mexico is ready to welcome the world.
Toward the Heart of MENA
The MENA region, particularly countries like the United Arab Emirates, Saudi Arabia, Qatar, and Kuwait, has shown increasing interest in specialty coffee and authentic experiences. This series is an open invitation: discover Mexican coffee, visit our lands, and meet our people.
This is more than a campaign. It’s a platform for change — a unique opportunity to open new doors for Mexican coffee and for the hardworking producers who have long deserved global recognition.
The journey begins now.
Thanks to Casa Tostadora Briones and José Manuel Hernández García, this dream is already in motion.
