OUR STORY

Rejen Coffee Timeline
2012 – The Dream Begins 💭
My father purchases a farm in the Guatemalan highlands — a place with rich soil, perfect altitude, and a vision waiting to be planted.
2014 – Life on the Land 🐄
We introduce cows to the farm, beginning a cycle of regeneration that nourishes both the soil and our community.
2015 – Sowing Regeneration 🌱
We adopt organic and regenerative farming practices, focusing on soil health, biodiversity, and long-term impact.
2016 – Giving Back Begins ❤️
With our first successful harvests, we start giving back — supporting local families and helping fund educational opportunities in our village.
2018 – Shared with Loved Ones ☕️
Our first bags of coffee are shared with friends and family. Their encouragement inspires us to dream bigger.
2022 – A Brand is Born 🔥
We begin developing the packaging, visual identity, and mission-driven branding that would become Rejen Coffee.
2024 – Regenerative Ecosystem Expands 🐔
We introduce free-roaming chickens to the farm, creating a balanced, waste-reducing system that further enriches our soil.
2025 – Rejen Reaches the U.S. 🌎
Rejen Coffee begins selling in the U.S. — bringing the taste of our land and mission to customers across the country.

From One Dream to a Thousand Mornings

What started as a father’s quiet passion has become a movement rooted in purpose. Nearly 12 years ago, my father found a hidden gem in the Guatemalan highlands—a farm with rich soil, perfect altitude, and a vision waiting to be planted.

Faces Behind
the Flavor

HERMAN JENSEN: FOUNDER

My dad, the visionary behind Rejen Coffee, whose passion for quality and community drives everything we do.

ALFREDO BRAN: HEAD FARMER

The main steward of the farm, Alfredo ensures every plant thrives with care and expertise.

ORALIA ALONZO: FARM MANAGER

Second in command, she keeps the farm running smoothly and supports the whole team.

THE FAMILY
BEHIND THE FARM

Rejen Coffee started with my dad, Herman — but in truth, it started long before the farm. Every time we traveled, we’d somehow end up in a coffee shop. It didn’t matter where we were — a small town, an airport, a city far from home — he always found one. He loved the ritual of it. The smell, the warmth, the way it brought people together. Over the years, that love turned into something more. He became a quiet student of coffee — always learning, always dreaming.

He used to talk about starting his own brand. But with a full-time job and a family to raise, it stayed a dream for a long time. Then in 2012, almost out of nowhere, he bought a piece of land in the Guatemalan highlands. He called it a passion project — something he’d chip away at when he could. At first, he barely had time for it. But slowly, the soil started calling him more than the office ever could.

He began giving coffee to friends and family — nothing fancy, just simple bags from the farm. But people loved it. And that response lit something up in both of us. I offered to help with the branding, and he decided to go all-in on the land.

As he spent more time on the farm, he started uncovering the truth about traditional agriculture — how much harm it was doing to the soil, to people, to the future. That’s when he discovered regenerative farming. He didn’t just adopt it — he immersed himself in it. And even when we weren’t selling much, he still gave back — quietly supporting local families and school programs, never expecting anything in return.

Today, that farm is his paradise. It's where he feels most alive. And for me, Rejen is more than just coffee — it's a living piece of our story, one we get to share with every cup.

"What started as a dream turned into the most meaningful work of my life.”

- Herman Jensen, Founder & CEO

THE HEART
OF REJEN

Nestled in the lush highlands of Guatemala, Finca Las Delicias isn’t just where our coffee is grown — it’s where everything began. With its rich volcanic soil, high altitude, and gentle microclimate, the land was made for coffee. But it was never just about growing beans. For us, this farm is a living, breathing part of our story.

It’s where my father found peace after long weeks of work. Where Alfredo walks the rows each morning before sunrise. Where cows and chickens roam freely, not just for the sake of the ecosystem, but because that’s how it should be. Everything here moves with purpose and care — from how we nourish the soil to how we pick each cherry by hand.

Las Delicias means “the delights,” and it lives up to its name. It’s where regeneration happens daily, not just in the earth, but in our hearts. Every cup of Rejen starts here — on this land, with these people, under this sky.

“We came here to grow coffee. What we found was meaning.”

THE HEART
OF REJEN

Nestled in the lush highlands of Guatemala, Finca Las Delicias isn’t just where our coffee is grown — it’s where everything began. With its rich volcanic soil, high altitude, and gentle microclimate, the land was made for coffee. But it was never just about growing beans. For us, this farm is a living, breathing part of our story.

Nestled in the lush highlands of Guatemala, Finca Las Delicias isn’t just where our coffee is grown — it’s where everything began. With its rich volcanic soil, high altitude, and gentle microclimate, the land was made for coffee. But it was never just about growing beans. For us, this farm is a living, breathing part of our story.

It’s where my father found peace after long weeks of work. Where Alfredo walks the rows each morning before sunrise. Where cows and chickens roam freely, not just for the sake of the ecosystem, but because that’s how it should be. Everything here moves with purpose and care — from how we nourish the soil to how we pick each cherry by hand.

Las Delicias means “the delights,” and it lives up to its name. It’s where regeneration happens daily, not just in the earth, but in our hearts. Every cup of Rejen starts here — on this land, with these people, under this sky.

“We came here to grow coffee. What we found was meaning.”

THE DREAM
AHEAD ✨

What began as a family farm has become something much greater — a movement rooted in regeneration, community, and hope. But we’re just getting started.

Our dream is to expand Rejen’s impact beyond the cup. That means deepening our support for local families, investing more into regenerative practices, and growing Fundación Rejen — our way of giving back through education, health, and opportunity.

We hope to inspire the next generation of farmers to choose sustainability over shortcuts, to see land not as a resource to use, but a relationship to nurture. And as Rejen reaches more homes around the world, we remain committed to keeping our values close: honesty, care, and purpose in every step.

Because to us, a better future doesn’t start in a boardroom. It starts on the farm.

“The dream isn’t just to grow coffee — it’s to grow a better way of living.”

FROM OUR FAMILY TO YOURS. TRY REJEN COFFEE

Buy Now
0