Jorge Vásquez

Jorge Elías Rojas Vásquez was born into a coffee-growing family in La Armenia, near Planadas in Tolima. He tragically lost his father at the age of five, and grew up in a world surrounded by coffee trees and hard work. By the time he was 12, he had taken responsibility for the family farm. As he grew older, he know that his calling was to start his own business growing coffee.

In 2010, he took ownership of La Roca Estate, a 4.5-hectare plot at over 1,800 meters above sea level, where he has dedicated himself to producing high-quality specialty coffee. Nestled in the mountains among natural reserves and waterfalls, La Roca is home to quality varietals such as Geisha, Pink Bourbon, Pacamara, Mokka, and Wush-Wush.

Jorge's meticulous approach to coffee has earned him numerous awards, including both local competitions and a third place in the Cup of Excellence in 2023, together with his brother, Angel.