From Consultant to Coffee Visionary: The Journey of Don Tulio and Colombian Exotics

At the heart of the specialty coffee movement, where passion and business intersect, is the remarkable journey of Don Tulio, a name synonymous with dedication, resilience, and an unyielding commitment to coffee excellence. At the recent Dubai Coffee Auction, he shared his compelling story of how a chance visit to a Colombian coffee farm transformed his life and led to the creation of a vertically integrated coffee empire.

An Unlikely Beginning

Originally from the Netherlands and of Persian descent, Don Tulio (Sharam) was a successful consultant at PricewaterhouseCoopers before he found himself drawn into the coffee world. His journey began unexpectedly on a vacation to Colombia, where a friend introduced him to the country’s coffee sector. Initially uninterested, his perspective changed when he visited a coffee farm, witnessing firsthand the meticulous care with which farmers cultivated their beans. He was particularly struck by a storage room where jazz music played 24/7 to "relax" the coffee—a poetic approach that deeply resonated with him.

"The way they treated coffee, like it was their own child, made me fall in love with it," he recalled.

Building an Integrated Coffee Business

That serendipitous encounter led him to establish Colombian Exotics, a company that now spans farming and green coffee trade. His farms in Colombia, including Finca Don Tulio, produce high-altitude specialty coffee, while his business operations in Dubai and Singapore facilitate the distribution of premium Colombian coffee across the Middle East and Asia.

"I didn’t want my coffee to be blended and lose its identity," he explained. "I wanted people to experience the pure, single-origin flavors that our farm worked so hard to produce."

Navigating Challenges: From Farming to Global Markets

Coffee farming is notoriously difficult, requiring an intricate balance between climate, labor, and market forces. For Don Tulio, weather remains one of the biggest challenges. "If the weather is good, you have a great harvest. If not, you suffer losses. Yet, the people in our farms—over 500 workers, including many single mothers—depend on their wages regardless."

Beyond farming, scaling an international coffee business required persistence. Breaking into markets like Korea, Japan, and China involved overcoming regulatory barriers and cultural differences. In China, for instance, the import process is highly controlled, requiring local registration and compliance with strict documentation procedures.

Despite these hurdles, Don Tulio sees immense potential in the Chinese market. "With only 20% of the 1.4 billion population currently drinking coffee, China is the future of specialty coffee."

The Dubai Coffee Auction

One of the most prestigious platforms for showcasing high-end specialty coffee, the Dubai Coffee Auction provided the perfect stage for Finca Don Tulio to present its exceptional green coffee to the world. The auction is a prime opportunity for roasters and buyers to access rare and high-scoring Colombian coffee. Don Tulio’s Pitaya Geisha, a standout lot cultivated with meticulous care, was featured prominently, offering bidders a unique chance to secure this exceptional coffee.

"This auction allows us to connect directly with buyers who truly appreciate the craftsmanship behind our coffee," Don Tulio stated. "We are honored to showcase our farm’s finest microlots in a setting that values quality and exclusivity."

Looking Ahead: The Future of Colombian Exotics

As Don Tulio expands his operations, his focus remains on fostering relationships, both with farmers and global consumers. His participation in auctions, such as the Dubai Coffee Auction, helps raise awareness about his mission and connect with buyers who appreciate transparency and quality.

"We want to build bridges—from our farm to your cup. Specialty coffee should be a celebrated experience, and we are proud to bring our finest coffees to a global audience."

With an entrepreneurial spirit that refuses to be shaken and a vision that prioritizes both quality and authenticity, Don Tulio is redefining what it means to be a coffee producer in the modern world. His unwavering commitment to high-end specialty coffee ensures that Finca Don Tulio will remain a name to watch in the world of exclusive coffee auctions.

Register for the March 13th Online Auction

Don’t miss the opportunity to register for the auction and bid on one of the most unique and exceptional high-end Colombian coffees, the Pitaya Gesha from Don Tulio. Be part of this exciting moment in specialty coffee evolution! Register now and secure your exclusive sample.

Register & Buy Sample Set

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Join Don Tulio on The Cupping Table – a podcast by M-Cultivo.

In this episode, recorded at World of Coffee Dubai, shares how a single visit transformed his life, why he puts jazz music on for his coffee, and his mission to make specialty coffee more accessible. From battling weather challenges to breaking into China’s coffee scene, Don Tulio is redefining what it means to be a modern coffee producer. Tune in for a story of passion, persistence, and a vision for the future of coffee.