Geobany Martínez
La Finca Montaña Farm
"Coffee is a noble sector"
It is the early hours of the morning in western Honduras, on the slopes of the Congolón Sierra, near the border with El Salvador. The fresh air and the unique microclimate of the area, influenced by the Pacific, announce another day of work at Finca Montaña Verde. Yesler Geobany Martínez is already on his feet, ready to tour his 15 hectares of coffee, spread across the municipalities of Gualcinse and Piraera, Lempira. This is no ordinary day: here, coffee is not just a crop—it is a family legacy spanning three generations.
Geobany does not work alone. Alongside him are his mother, Ilia Martínez, and his brother Lenyn Martínez, with whom he shares ownership and a passion for coffee. Together, they have turned the farm into an example of sustainability and quality. They cultivate varieties such as Parainema, IHCAFE 90, Lempira, Maragogype, and Yellow Catuai, already in production, while Geisha, Kenya SL 28, Pacamara, and Ethiopian are in the establishment phase, promising unique profiles in the future. Ninety percent of the farm is shaded by pine trees, which protect the coffee plants and contribute to a balanced ecosystem.
The altitude of his plots—between 1,250 and 1,600 meters above sea level—and the well-defined climate, with six months of winter and six months of summer, allow for optimal harvesting and processing. "Coffee is a noble crop," says Geobany, who approaches it with a business and sustainable mindset.
He knows the challenges are many: labor is scarce and expensive, and climate change looms. But his response is clear: improve productivity and quality per area, stratifying the plots to generate higher income and offer fair treatment to his workers. "We want the coffee sales to compensate for the effort," he explains with determination.
Geobany is a third-generation coffee grower, but his vision goes beyond tradition. He seeks to stand out in the specialty coffee market. His goal is clear: to ensure that his entire harvest reaches a final customer who values his work, quality, and social responsibility.
And although coffee takes up much of his time, it is not the only thing that defines him. In his free time, he enjoys taking his family—his wife and two young children—on walks through the farm. He also plays soccer, his favorite pastime, but always with his mind set on the future.
For Geobany, coffee is more than a business—it is a way of life. And as the sun illuminates the mountains and coffee fields of Montaña Verde, he moves forward, convinced that his legacy will not only endure but grow, grain by grain, with the same passion he inherited from his ancestors.
Farm Details:
15 hectares located between 1,250 and 1,600 meters above sea level
90% shaded by pine trees
Organic and Fair Trade certified
Varieties: Parainema, IHCAFE 90, Lempira, Maragogype, and Yellow Catuai
