"What if we do this ourselves?"

This simple question, born out of an immersive filmmaking project, sparked a journey that would redefine Ethiopian specialty coffee. The name Gesha Village resonates with an almost mythical quality within the specialty coffee world. It evokes images of pristine Ethiopian landscapes, exceptionally aromatic coffees, and auction prices that consistently make headlines. For Adam Overton and Rachel Samuel, founders of the renowned Gesha Village, the path from documentary filmmakers to pioneering coffee producers was paved with audacious dreams, relentless grit, and a profound connection to the birthplace of coffee. As they recently shared on "The Cupping Table", their story is one of transforming a blank slate in a remote Ethiopian forest into a beacon of quality, sustainability, and community.

While creating a documentary for the Ethiopian government in 2007, American-born Overton and Ethiopian-native Samuel became captivated with an idea to create the best coffee they could. For Rachel, whose childhood memories are marked with the aroma of her father’s carefully sourced Harrar or Yirgacheffe coffee, it was a deepening of her heritage. For Adam, it was a fascination with coffee's origin. This shared passion led them to Willem Boot, a Gesha aficionado, who provided crucial mentorship in their early conceptual days.

Their quest for the perfect land was an odyssey. They sought high elevation, rich soil, and an existing coffee ecosystem, a search that took them to the far western reaches of Ethiopia, near the Gori Gesha forest – the very birthplace of the Gesha varietal. The chosen spot was "six hours further than what we anticipated," Rachel recalled, a rugged, remote expanse with no roads, electricity, or plumbing. Adam, ever the adventurer, was undeterred.

The Outside Advantage

Building Gesha Village from scratch was a monumental undertaking. They were outsiders, but this became an advantage. Overton and Samuel had the rare opportunity to design and implement their vision without constraints. This freedom allowed them to embed their core principles of quality, sustainability, and community engagement into every aspect of the estate's development from day one, facilitating the creation of what they envisioned as a "coffee utopia" designed for excellence. They trained a local workforce from the Meanit community, people who had never worked on a farm before.

The connection with the local Meanit people became foundational. Chief Omar, after whom one of their coffees is named, told them, "I knew when you guys came, my community would change and you guys would have a positive impact in my people." This deep respect is woven into Gesha Village's ethos, which extends to significant community investments, including building the area's first high school and providing ongoing support through the Gesha Village Foundation.

Their commitment to quality is matched by their dedication to sustainability. They've planted over 30,000 native shade trees, practice agroforestry, and focus on water conservation. This holistic approach, Adam believes, contributes to the "extraordinary terroir."

Pride of Gesha 2025

The culmination of their efforts is showcased annually at the "Pride of Gesha" auction, an event that has consistently set record prices for African coffee. This year's theme, "One Intention, One Rhythm, One Purpose," reflects their journey. "The intention is that perfect cup of coffee," Rachel explained. "The rhythm is...the journey of it. And the purpose is to share."

Their story is a testament to the power of vision, perseverance, and a little bit of magic found in the wild heart of coffee's birthplace. Fresh off of an incredible showing at the inaugural Dubai Coffee Auction by DMCC where a Gesha Village Oma Natural set a new record for Ethiopian coffee, fetching an astounding $1,100 per kilogram, they look to their upcoming Pride of Gesha Auction on July 23rd with clarity that the "Forest of Dreams" they envisioned continues to flourish, one exceptional cup at a time.

Register now and buy your sample set

We invite you to explore the exceptional coffees from Pride of Gesha 2025. Be sure to register and buy your sample set here for their upcoming auction taking place July 23 through the M-Cultivo platform.

Watch the Full Episode with Rachel and Adam