Guatemala’s Gesha Forest: A curated expression of the world’s gesha coffees in a single estate

From a challenging start to a world-renowned Gesha Forest, Max Perez of Finca La Hermosa shares his story of passion, perseverance, and pioneering innovation in Guatemalan coffee.

Max Perez is the visionary founder of Finca La Hermosa in Acatenango, Guatemala. His journey is a testament to the courage required to deviate from a conventional path and build something truly remarkable. A lawyer by trade, Max, alongside his wife Claudia, made the audacious decision to leave their careers and invest everything into a coffee farm—a dream that seemed impossible at the time. They discovered a vast, beautiful, but completely abandoned plot of land in Acatenango. In their first year, they produced a mere 1,000 pounds of green coffee. Faced with a coffee leaf rust epidemic, plummeting market prices, and no infrastructure, the challenges were immense.

“We had to build everything from scratch,” Max recalls, “the wet mill, the water supply, the electricity… the first five years were very, very tough.”

It was a period defined by risk, relentless work, and an unwavering belief in their vision. While Max grew up on his father's traditional coffee farm in Huehuetenango, he was determined to do things differently. Inspired by the groundbreaking prices achieved at Panamanian coffee auctions, he decided to focus on a variety that was then uncommon in Guatemala: Gesha. This wasn't just a farming decision; it was a strategic move to differentiate La Hermosa on the world stage. Max traveled internationally, collecting Gesha seeds from Panama, Colombia, Mexico, and even sourcing varieties from Ethiopia and Tanzania.

“At that time, you couldn’t just find real Gesha seeds in Guatemala,” Max explains.

This pursuit of unique genetics led to the creation of his famed “Gesha Forest.” Furthermore, he took the rare step of securing his own export license, allowing him to bypass traditional intermediaries and connect directly with the global market—a move that was critical for capturing the true value of his coffee.

A Lawyer's Leap of Faith

The “Gesha Forest” at La Hermosa is now home to thirteen distinct types of Gesha, each with a unique origin. This incredible biodiversity allows for fascinating experiments in flavor. Max notes that while the classic floral and jasmine profile is consistent in their coffees, the terroir of Acatenango imparts a signature character.

“In the case of Acatenango,” he says, “the profile is more sweet, like panela, like syrup.”

This unique sweetness, a result of the farm’s volcanic soil and microclimate, provides a uniform thread that ties all the different Gesha varieties together. This dedication to understanding and perfecting his craft has transformed La Hermosa into a hub of innovation, proving that with careful cultivation, a single farm can produce a complex portfolio of world-class coffees.

Forging a New Path in a Traditional Landscape

The culmination of this decade-long journey is the Gesha Forest Auction, hosted on the M-Cultivo platform. From 150 unique nano-lots, all scoring above 88 points, Max has curated 15 of the most exceptional and rare coffees for the auction. This event does more than just sell coffee; it tells the story of La Hermosa and celebrates the spirit of innovation that defines it. By leveraging a dedicated auction platform, Max can connect with buyers who appreciate the rarity and quality of his Gesha, ensuring that the years of risk and hard work are rewarded. It’s a model that empowers visionary producers to build their own brand and redefine what’s possible.

To explore these incredible coffees and learn more about producer-led auctions, visit the Gesha Forest auction page on M-Cultivo. Subscribe to the M-Cultivo Podcast for more stories from the leaders shaping the future of specialty coffee.