(Photo above is of Javier (centre) with the president (left) and vice president (right) of Tajumuco Cooperative.)
To continue our series about the importers that bring us coffee, we’re shining a light on Javier Gutierrez, founder of Caribbean Goods. Javier’s is a story of bold ambition and bootstrapping hard work. We first came across his coffee on a platform called Green Coffee Collective, a collaboration between several small importers in the UK to sell their coffee to small-batch roasters. We reached out and not only did Javier get back to us, he sent us a photo of our sticker on his fridge! “I see your logo daily before meals,” he wrote back.
That was November 2022, just one month before our roaster broke down over the Christmas rush. Our plans to meet up in January were dashed and it would take us over a year to finally meet Javier in person, when he graciously came out to the roastery in North Berwick to cup his coffees with us. The coffee was good, but we were even more compelled by Javier’s ethos and his drive to build connections between small scale roasters like us and the smallholder Guatemalan farmers he knows.
We cupped his coffees a few years in a row, noticing a consistent improvement in quality and in 2025 we bought 58 of his signature 24kg sacks. We’re serving that coffee, named Hunchouen, as our single origin espresso for milky drinks and it has been loved by customers and staff alike. What we love as roasters is that Javier always has time for our questions—and followup questions! “I really appreciate the depth of your questions, it shows a genuine care for where the coffee comes from.” he replied to one of our many messages.
And now, Javier has come through for us again, by agreeing to be interviewed for this series. Here’s what he told us:
You came to coffee from a different path. What inspired you to become an importer?
Javier said:
“I came to the UK to pursue a Master's in Finance at the University of Strathclyde. I had previously studied Industrial Engineering at Universidad del Valle de Guatemala (UVG) and always expected to build a career in banking.
After graduating, I needed a visa to work in the UK. As a Guatemalan national, I quickly realised how few companies were willing to sponsor one. It was a difficult reality check, but in hindsight, it pushed me in the right direction.
One day on campus, I saw a flyer that read: "are you interested in an entrepreneurship visa?" I joined the Strathclyde Enterprise Network bootcamp out of curiosity. At the time, I had applied for a couple of banking roles, heard nothing back, and decided to stop pursuing that patch altogether.
After completing the bootcamp, I approached Strathclyde Inspire (formerly SEN) to explore the Tier 1 Graduate Entrepreneur Visa. Fewer than 5,000 people ever received it. While traditional entrepreneur visas required a £50,000 investment, this route reduced it to just £1,000 for graduates of approved universities.
My dad always encouraged me to build on my strengths rather than fix my weaknesses. Knowing I was one of very few Guatemalans in Scotland, I started asking myself what Guatemala was truly known for. That research led me to coffee.
My first idea was a roasted coffee brand inspired by national styles - Italian, Spanish, Greek - but it was rejected for lacking uniqueness. Further research revealed that no one I could find was importing green coffee directly into Scotland for re-selling to small and medium size coffee roasters. I pitched that idea, the Home Office approved it, and that's when the real journey began"
How has being from the origin you import from affected your experience?
Javier said:
"In every possible way.
After receiving approval, I needed to open a business bank account. Seven banks turned me down, citing a “high-risk country” and a “high-risk commodity.” Eventually, the university endorsed me, and a bank specialising in international entrepreneurs agreed to proceed — on the condition that I provide three sales invoices and three purchase invoices.
The irony, of course, was that I couldn’t get paid without a bank account.
I ultimately opened an account with the Bank of Scotland. They asked very few questions and, for the first time, seemed to see the entrepreneur rather than the absence of a credit history.
My Guatemalan driving licence couldn’t be converted, so during my first year I travelled across the UK by train and bus, visiting roasters in person. Early customers often gave me lifts from train stations to their roasteries — not realising I simply wasn’t legally allowed to drive yet.
I had little money, no credit history, no connections, and people struggled to pronounce my name. It was difficult.
But I also had something invaluable: direct relationships with farmers. I took classes with a judge from ANACAFÉ (the Guatemalan Coffee Association), and the very first coffee I sourced came from a friend I’d known since middle school. The journey has been marked by very high highs — and very low lows."
What are the biggest challenges in importing coffee from Guatemala?
Javier said:
"Guatemala has one of the highest differentials in the region, making it one of the most expensive origins to source from.
We produce coffees that are consistent, expressive, and relatively easy to roast — bright acidity, depth, and clarity. The challenge is finding customers who genuinely value that and are willing to pay for it.
Our pricing model is simple: the farmer’s price plus a fixed margin. We don’t make more or less depending on the coffee. I also don’t negotiate prices. If a farmer says their coffee is worth X and it’s slightly out of reach, I buy less.
Guatemala isn’t a heavily processed origin. We excel at the classics — washed, naturals, and honeys. While we may not always offer the funkiest profiles, we offer traceability, consistency, and real impact on the lives of the people producing the coffee."
What's exciting you about the future of specialty coffee?
Javier said:
"I’m particularly curious about what happens if prices fall below USD 3 per pound.
For me, “specialty” means maintaining high standards throughout the entire supply chain while ensuring everyone involved benefits. I deliberately avoid chasing fast trends that come at the expense of producers.
What excites me most is seeing how this period of high prices will shape farms over the next five years. My hope is that the additional income is invested in infrastructure, resilience, and long-term sustainability."
What's the best coffee you've ever had?
Javier said:
"The one my dad grows in our backyard 😊
He produces about 20 kg a year, harvests it himself, processes it as a natural, and roasts it in a pan. I even bought him a sample roaster, but he insists the pan works best — and honestly, he might be right."
We currently have Hunchouen, a Guatemalan lot that we sourced through Javier, available here.