In Episode 99, filmed in Monterrey, Mexico, we sit down with Juan, founder of Kali Coffee, to explore how his journey takes coffee from the farms of Chiapas to supermarkets, cafés, and beyond.

We unpack the reality of Mexico’s coffee market — where 80–85% of consumption is still instant — and the shift happening as independent cafés surge across cities like Monterrey. Juan breaks down Kali Coffee’s vertically integrated model, the difference between green and roasted coffee margins, and why scaling through supermarkets is a completely different game than opening cafés.

He also shares a high-pressure moment when a major contract nearly fell through, and what it taught him about resilience, diversification, and leadership.

At the core of Kali Coffee is a belief in conscious capitalism — building a business where producers, partner ...