Joel Marin is a second-generation coffee farmer hailing from La Palma, Chirinos. He is one of four brothers, all engaged in coffee farming, who acquired their skills from their father, Silvestre, a well-known coffee farmer in the region with a considerable amount of land. Joel dedicated many years to working on his father’s farm and trading coffee locally to accumulate funds for his own land. Now, with his own 3-hectare plot situated at 1800 masl, he has ceased purchasing coffee and is fully committed to his own farm and its production. In 2020, Joel acquired the El Cruce plot and in 2021, he planted it with Marshell (a local variety), Geisha, and Bolo (catimor). Most of the farm work is carried out by Joel himself; however, during the peak harvest season, he employs workers and seeks assistance from his brothers for the picking process. The farm features wide spacing between rows to enhance light exposure for the plants and improve aeration, thereby reducing the risk of fungal diseases. The trees receive regular fertilisation with chemical fertilisers, while weeding is managed through a combination of herbicide (applied annually) and manual weeding using a trimmer or machete in the more challenging areas of the farm. Joel aspires to participate in local and national quality competitions, which is why he chose to plant the three varieties he has: Geisha, regarded as the highest quality variety; Marshell, a local variety known for its excellent cup quality and CLR resistance; and Bolo, a Catimor that yields exceptionally well and consistently delivers good cup quality.