A passion for Coffee



First and foremost, Terra coffee is the story of a man named Carlo Granito. This middle-aged entrepreneur, a humanist that cares for his family which he adores, his employees for whom he feels responsible and the small coffee producers from who he buys his coffees.



With much love for life and enthusiasm for everything he does, Carlo doesn't hesitate to say: 'What's important in life is doing the things we enjoy doing. I particularly enjoy knowing that our customers are satisfied. Many of them have become close friends. When they come and visit us at our roasting plant they are always impressed with the smell of the fresh roasted coffee beans. We try to pamper them and make them feel comfortable. I think nothing else is more important then a client that loves the product we have to offer them. '



In the early 80's, Carlo Granito buys his first German made coffee roaster with air-cooling, the best technology on the market, instead of the common water-cooling roaster. He soon realized that roasting coffee was not to be taken lightly. Learning on his own took years. Trial and error, analysing, comparing and cupping coffees day in and day out were all part of becoming a master roaster.



Today, Terra coffee can proudly say that the quality they produce is unsurpassed. Assisted by two master roasters, Carlo is always seeking perfection. The oldest master roaster has seventeen years experience ; he is an artist. The roaster must pay close attention to every stages of the roasting process. Every variety has a different reaction. Some beans reach their peek flavour a certain roasting level and some others have to be roasted longer to reach their full flavour potential etc. The second roaster(themaster roaster's sidekick) has been with Terra Coffee for seven years; and he is definitely on a good path to taking over one day.



Terra has many loyal customers. Some customers have known Carlo and purchased his coffee for the passed 24 years. There is constant progress since 1985, says Carlo: 'But, our goal is not to be the largest, but to be the best and stay the best'. Terra coffee insists on doing their work meticulously.



Terra coffee imports more than 50 pure coffees from origin. What makes them really unique is the fact that Carlo Granito likes to be supplied by smaller farmer. 'I like to do business with smaller farmers that understand our severe quality criteria and that are always able to produce, in a stable manner, the best coffees in their region. We make sure to compensate them generously for their wonderful coffees. This encourages them to respect our criteria and helps them lead a better life. '



Most of our coffees come from small countries of the West Indies and Central America ; Cuba, Costa Rica, Honduras, and Nicaragua etc. This doesn't mean that countries like Brazil and Colombia are ignored.



Fine observer, Carlo Granito has been able to notice during his long experience with the public, that people's tastes and desires have changed. Today, the consumer prefers a dark and stronger blend. 'It's like a wine, ' he says. In fact, the coffee taste evolution is a direct result of the wine evolution. Consumers are becoming more and more sophisticated. Terra's retail customers can often be seen at their roasting plant tasting new arrivals, learning new tips on coffees or teas, to get help creating their own personal blend for their own boutique, or they just walking in to see the new equipment and accessories Terra has to offer.



Terra is the place to find the world's best coffees and teas.