Linarco Rodriguez is well known in his hometown of Palestina, Huila in Colombia where walking through the town square is a lengthy process as he greets almost everyone he meets. Coming from a coffee growing family, Linarco was immersed in coffee production from a young age. However, he chose to study business administration, with plans to move to the capital one day. That move never happened, as his studies led him to realise that starting his own business would be more fulfilling and with his experience in coffee, it was the natural choice.

The knowledge he gained during his studies has been invaluable. As Linarco sees it, he doesn't just have a coffee farm; he has a coffee farm business. He works alongside his entire family, which he credits as a key factor in his success. For the Rodriguez family, it's a tradition to gather in the kitchen, sharing stories over coffee and unwinding after a day's work. Linarco takes great pride in being able to share his life and passion with his family.

Looking ahead, Linarco is committed to improving the coffee industry by producing high quality coffee, sharing technical knowledge with other farmers, and focusing on more sustainable farming practices.