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Help Proyecto Diaz in our mission of rebuilding coffee farms by funding a new roaster, green coffee sourcing, and a place to call home.
Help Proyecto Diaz in our mission of rebuilding coffee farms by funding a new roaster, green coffee sourcing, and a place to call home.
262 backers pledged $32,490 to help bring this project to life.

About

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$32,490

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COFFEE IS A COMMODITY. PEOPLE AREN'T. 

We care about coffee, but we LOVE the people producing that coffee. We believe in being radical–– going back to the root: the farmer, the farm, and the community. We strive to craft a product that not only indulges the senses, but also the spirit. Through our focused and artistic expression of coffee roasting, our mission is to rebuild coffee farms and raise the standard of living for farmers.

WHY WE'RE ASKING FOR YOUR HELP?

With your funding, we plan on purchasing a roaster, funding our own green coffee sourcing, and finding a place to call home in the Bay Area. 

Buying a roaster will secure our longevity. Roasting everything in-house will allow us to significantly reduce our expenses, furthering our mission to better both farm and farmer. 

Secondly, by sourcing our own coffee, we can better discern which coffees have the highest impact and quality. 

Lastly, we want to build a space where we can invite our community to learn, create, and do good. Up ‘til now, we've been operating in temporary spaces.

OUR ROOTS 

We're a group of friends that joined forces to create a company that uses its resources for good.  

Our founder, Fernando Diaz, began Proyecto Diaz in order to rejuvenate his grandfather's coffee farm in Oaxaca, Mexico and see it flourish for generations to come. The farm, El Carmen, has been in the family since the early 1900s. Fernando dreamed of reconnecting with his roots and started off buying 20lbs. of his grandfather’s coffee, roasting it at home, and distributing it with friends at pop-up events around San Francisco.  

As a team, we've grown from pop-ups to packaging nights to an entire wholesale operation—all with a drive to give back through the craft of coffee roasting.

OUR MISSION AND VISION

Our mission is to rebuild one coffee farm at a time. We re-invest 10% of the profit from our coffee sales back into the farm that we're rebuilding, currently El Carmen. 

We buy coffee directly from the sponsored farm at above-fair-trade prices and this year our goal is to work directly with the farmer to produce higher quality coffee through better production practices. The 10% we re-invest is allocated to building or rebuilding infrastructure, allowing the farmer to better pay the community workers, replanting, and creating a sustainable and profitable ecosystem for the farming community.  

Our vision is to replicate this model among multiple farms. Our desire is to extend outwards, partnering with the community to purchase quality coffee from neighboring farms, and then furthering and refining our mission in other countries. 

We believe in elevating a farmer’s quality of life to a point that is equitable to the standard of living. 

Our goal is to keep farmers farming by reducing their financial risk. We see farmers as artists, and their craft should be treated and compensated that way. 

SOME OF OUR REWARDS

SHOUT OUTS 

There are so many people who have been a part of our story...our friends, our families, our parents—THANK YOU. And an extra special thank you to these folks:

Jeremy Chen
Vince and Michelle Virzi
Cornerstone Church SF
Royal Coffee
Rudi Tcruz 
Galex Tcruz
Lee Cabuhat

PRESS

A couple rad people said a couple rad things about us this year.

SF Weekly
Daily Coffee News
Do The Bay

Risks and challenges

Roasters can be expensive and our funding may cover most of the cost, but not all of it. We're working on securing additional capital to help offset the cost of a space and roaster.

Coffee is seasonal and vulnerable to environmental issues which can dramatically increase prices, so we plan on seeking out different high quality importers.

Finding an affordable space is tough, but we’re survivors. And don't worry, we'll make sure to stay in the Bay Area.

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Support

  1. Select this reward

    Pledge $5 or more About $5

    LETS GET SOCIAL: online shout-out

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    WANNA GET STICKY? sticker + temporary tattoo

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    Pledge $25 or more About $25

    FOR THE LOVE OF ZINES: limited edition zine, Caffeinate and Create, created on copious amounts of caffeine by Fernando Diaz and Hannah-Love Shibley

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    Pledge $30 or more About $30

    TIME TO CAFFEINATE: 1 bag of 12oz coffee

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    Pledge $50 or more About $50

    WEEKEND VIBE 1: tote bag + coffee journal

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    WEEKEND VIBE 2: coffee bag (12oz) + coffee journal

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    WEEKEND VIBE 3: t-shirt + coffee journal

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    SLAP IT ON YO WALL: limited edition print painted and signed by founder Fernando Diaz

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    Pledge $75 or more About $75

    TELL YO MAMA: t-shirt + coffee bag (12oz) + coffee journal

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    Pledge $75 or more About $75

    TELL YO DADDY: tote bag + coffee bag (12oz) + coffee journal

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    Pledge $75 or more About $75

    MY PRECIOUS: We’ve just gotten word that the 2nd official coffee crop from El Carmen, the Diaz family farm, is on it’s way to Oakland. We’re super excited to get it into our hands, but it’s a smaller crop than last year—yikes. Be one of the first to taste this coveted treasure.

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    Pledge $100 or more About $100

    BRAGGIN' RIGHTS: tote bag + t-shirt + coffee bag (12oz)

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    Pledge $100 or more About $100

    GET HOOKED: 2-month coffee subscription (4x12oz bags) + coffee journal

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    Pledge $100 or more About $100

    ADOPT A SHRUB: We'll plant a coffee shrub in your name on the family farm, and send you a photo of your adopted little buddy once it's planted.

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    Pledge $250 or more About $250

    LET'S GET SNOBBY: pour over setup + coffee bag (12oz) + coffee journal

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    Pledge $300 or more About $300

    COOL KIDS ONLY: private coffee tasting at our facility + coffee journal

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    Pledge $500 or more About $500

    LET'S KEEP IT CLASSY: private coffee tasting at your location (Bay Area ONLY) + 1lb of coffee

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    Pledge $500 or more About $500

    15 MINUTES OF FAME: hand model for our next social media campaign + tote bag filled with swag

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    Pledge $500 or more About $500

    ALMOST AS GOOD AS DIEGO RIVERA: exclusive hand-painted, coffee-inspired art by founder Fernando Diaz

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    Pledge $1,000 or more About $1,000

    COME IGNITE THE FLAME: help us create and roast a limited-run blend and leave with your creation

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    GRAND DADDY: coffee for 2 years (bi-weekly delivery) + private coffee tasting at our facility + tote bag filled with swag

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    Pledge $10,000 About $10,000

    INDIANA JONES SPECIAL: El Carmen farm tour

    Trek to the family farm and camp out under the stars in the remote farming region of Ozolotepec in Oaxaca, Mexico (airfare to Oaxaca included)

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Funding period

- (31 days)