Vivir Café Revista en Podcast
Wrapped in a magazine format, this podcast is targeted to Latin American coffee enthusiasts.
Vivir Café Revista en Podcast
E073 / VIVIR CAFÉ PLUS / Alejandro Cadena y Café Casa Landino, el primer latino de lujo
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En esta emisión les traigo una primicia; el ingreso de Colombia en el segmento de los cafés de lujo, al que solo pertenecen no más de diez jugadores en el mundo. Lo hacemos de la mano de uno de sus creadores, el empresario colombiano Alejandro Cadena, socio y CEO de Caravela Coffee.
Caravela Coffee es una empresa colombiana dedicada a la exportación y comercialización de cafés en verde de especialidad, procedentes de seis orígenes latinoamericanos: Colombia, México, Guatemala, Nicaragua, Ecuador y Perú. Todos ellos se comercializan internacionalmente desde sus oficinas propias en Colombia, Australia, Taiwán, Londres y Estados Unidos.
Caravela ingresa en el segmento de los cafés lujo tostados en origen con la marca Café Casa Ladino. El foco de esta marca, igual que ocurre con sus competidores en el mundo, es convertir al café en un producto único para los sentidos. Más que beberlo, Casa Landino invita a convertir cada taza en el centro de un ritual diario.
En esta entrevista, Cadena comparte todos los componentes que forman parte de la identidad de Casa Landino: origen del nombre, diseño de marca, líneas de cafés diseñadas alrededor de sus caficultores asociados, y estrategias de comercialización, dentro y fuera de Colombia. El próximo paso será ampliar el radio de acción de Café Casa Landino a Latinoamerica.
La nueva marca de lujo se lanzó en Colombia en octubre de 2025 y se comercializa por intermedio de su portal oficial: www.casalandino.com.
A la fecha , y con menos de seis meses en el mercado, Casa Landino ya ha obtenido destacados premios internacionales: tres AVPA, otrogados en París a los mejores cafés tostados en origen, y dos del Global Coffee Awards, de Estados Unidos, en las categorías de filtrado y espresso.
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Diseño:
Lucho Correa, creador de la agencia lip
Entérese cómo un californiano surfista y aspirante a escritor llegó a convertirse en uno de los principales jugadores de café de especialidad en Colombia.
Llega el momento de la revista en podcast Vivir Café Plus, punto de conexión entre los creadores y los amantes del café, y también del vino, el chocolate y la gastronomía. Les habla Hugo Zabogal y bienvenidos a la emisión número 73 de este canal de audio. It's an ingress of Colombia in the exclusive segment of the cafés de lujo. We are de la manifestation of one of his creators, the empresario colombiano Alejandro Cadena, socio and CEO of Caravella Coffee. Antes de compartir with ustedes los secretos del primer café de lujo colombiano for el mundo, debo señalar que su empresa matriz is Carabella Coffee, firma colombiana dedicada a la exportación andercialization of cafés de speciality, procedures of six origins in Latinoamerica. Colombia, Mexico, Guatemala, Nicaragua, Ecuador, and Peru, and gestion and commercialized with offices properly in Colombia, Australia, Taiwan, London, and States. Carabella in the segment of the lujo with the marker Cafe Casa Landino, which summares a select group of 10 marks global markets envoyed in converting the cafe in a product unique for the sentiment. With more introduction, we are in matter with Alejandro Cadena, with which we have the vessel of Casa Landino in all the gestion, design and creation of market, hechas for consagrados maestros of the sur Colombiano, processes of selection and twisted, and strategies of comercialization dentro and Colombia. Alejandro, at the time we are idle.
SPEAKER_00Carabella siempre is announced to do those things differently. And with this, and this is the philosophy of the mantra of Carabella is differentiating because the more, or have a marginal or incremental, but it's a campaign radical. But it exists because the world of the cafe has progressed much in the next 25 years in many ways. So when we see this and say what the world of the cafes are special, if this had been done with what? What does it do? And that's what we position this in a category new that is this accessible and that is because the progress much, and the consumer has progressed much, and the consumer are more avid of connecting and things new. The market is not easy, but the market just is left. And one important thing is that this is not for the market colombian, it's an ability to go to the market international. But that's the point of the market, not just in the destiny as those, but we are listening to a bad concept of it. And this is the Grammy that got the disco of the year, Ban Bunny, with a 100% in Spanish. This is a parameter of what happened in the world. But the Grammy competitive with people who grab this, and I think I think I was competitive with Bunny, but an artist Latin with a 100% in Spanish, this is that the world is leading to be globalized. Not only in the music, in all. Nothing. What cantante latin are recognized? Shakira. The world is left for this type of concepts, and it's nice, not satisfying the other idioms or cultural, but being 100% authentic. The most curious of the thing is that when we went to Colombian years, we saw a tweet or an Xian who made the Colombian who vendors. And they think that we can pay a bunch of plants for the cafe. If you are disposed to pay a bunch of iPhone American in China, but for a product 100% Colombian, they are disputed to pay a good product for this cafe. It's paradoxical, the Colombian is disputed to pay much for what is for a colombiano and the car.
SPEAKER_01Aprovecho para preguntarle why this number.
SPEAKER_00Toma por la guerrilla. But it's this passion that have those productors for the product, for the cafe, that a part of all the problems of the stigma that had Planadas after many years, where these two are guerrillas basically. When we come to work with them, it was super difficult in this community because nobody could enter the planada. No, we got the cafe in Planada, it's another prohibition. And if we enter, no. And in those seven years when we had a bodega in planets, we had a whole recharge of cafe. It's a community that is very in the corner of Carabella, because it's projects of life of yours and Carabella to really take away all the amount and vision for a cafe speciality. And the other is a community that we have internally in Carabella, the Magdalena, which is the which is with the market Eco del Valle, which is a community of Pitalito that was our second point of company before. It's a community of productors in the zone of Pitalito, in the macizo, with the one of 23 years of relationships. In terms of varieties, the response is receiving cafe quasi all the days of the year, and our equipped company in Carabella has clear what type of cafe we can do in Carabella. It's a cafe that is genuine and authentic. The authenticity is this product who decides with basic concept, your experience, and what function in the finca, what can cultivate it or else. And all the people of the press, tambour. It's a toastadora in Norwegian with an approach and who knows that we have to connect more the toast. And then we pass the main curve, they pass the P3000, and we have the result optimal. It's a artisanal, but also very methodical and scientific to know how to maximum those and aromas of the cafe. And the machine is completely automatized. And with this technology, we can maximizate the cafe so that the experience of the usual. And one of the things that has he is aprender, leer much papers scientific and information that I publicly about those concepts of tostion and cómo lograr maximizar and sabores.
SPEAKER_01Pero quisiera que nos detuviéramos un poco en lo que para ustedes ha sido el trabajo de excelencia. ¿Qué significa la excelencia para Carabela?
SPEAKER_00Hay un conocimiento, claro, de no, no, no somos nuevos, llevamos 25 años en este cuento. En Café Tostados somos nuevos, pero en café, en conseguir esos cafés, identificar esos perfiles, esos productores, y en lograr maximizar la experiencia hacia nuestros clientes de verde, son veinte y cinco años de conocimiento. Y por encima del conocimiento es un equipo supremamente A passionate for what we say. We are an equipping who really buses not simply have the things, but the excellence. Sabemos que la perfection exists in Carabella, but we use the excellence, and we use the excellence very chévere, and it's that the excelencia siempre. The perfection, llegaste a la perfection, and it acabed.
SPEAKER_01But no quisiera dejar pasar por alto el estar hablando con usted, Alejandro, para ir detrás de la escena in lo que tiene que ver con las series, o sea, maestro, herencia y raíz. What are detrás de cada uno and what quieren transmitir to the consumer of those cafes of Casalandino?
SPEAKER_00I'm the number three, I think. The number three there are many students psychology that the people recuerda three things or three numbers. When we put the contract of six or four, because it's more difficult to record a number of three than a number of three digits. When we say what offering, what category we have to have, it was a very intense with Lib and Lucho and the team that we should have the branding of how we have the series and what they want to do. And what we're clear in Carabella is that in cafe there are three great segments. The cafes of communities who have assembled of many productors, a lot of 20, 30, 40 different productors of one who compartments microclimates, varieties and processes. What is ensemble of productors that have costs in common, principally the varieties that we cultivate, the altitudes that they cultivate, which are facilities to control in these communities, in these municipalities, and the processes. Ententizing that there are diversity between productor and productor, is a busca of those communities that compared to the forms of work, and a very exhaustive of analysis to log that equivalent to what we are busy. And for this is the Guardian de la Montagne, for example, which is the family, who has been cafe at Carabella 17 years. Carlos Simbachi, the patriarch, for it, in 2005. It's a community that is a San Luis, and this had a quality exceptional. It was a borbone amarillo. These years when we had the cafes of the world to compete. What has got it? Is there a cafe of Ethiopia? And the Carabella with a cafe Bourbon produced in San Agustín by a product Carlos Bachini. At the time, I recuered the car of Price Peterson the incredibility that they have because they have to be a little bit more. At the end, they competed and we volvemos away with the new cafe. Nothing would be. These are the high quality, but it's the most exclusive because you can build more offering of this product, and there are cafes that are going to work three to three months in the portfolio of the página web. It's a river majestosa. Preciosa. I'm going in the book of the lobo. But I was 10, 15 years in my life. Every time I go to the surface of Tolima, I went not only a diversity, but a verb impression, where they protect the bosques, where the ecosystems are in part that there were the people not metal, and that in the moment the guerrilla sagradely, it's a decision, but it mantuffs.
SPEAKER_01Déjame for the part of aesthetic. The cafes are guards in the case with colors bastard. Definitely, if one and compare with other objets, it tried to perfume. What is this innovative that Casa Landino?
SPEAKER_00So this has been part of the creation of the market and the entity of the market that we work with Lucho and his equippers. The first Lucho and Lip was that, all the people of cafes create the pioneers of a segment of cafe and luxo accessible. And when one thing is in luxo, the things are generally impacted in cajas. And if more cheap the caja, more luxury and cost is the product. For the microphone, the joyas, for the homes, the relojes. Those are cajas, and if more luxurious, more line is the caja. If you say Cartier, to the one who is the rojo de Cartier, if you do Tiffany, todo el mundo se acuerda del azul. Entonces, queremos evocar eso, but that no estamos hablando de lujo like, because the cafe nunca llegará a ser un lujo. And the cafe, that it's a lujo realmente accessible. Ojalá one we have cafes of $300 a libra. Those exist, but very much. And they're saying that one person would have this look. The caja is a vocation, it's a look accessible that we have, and the colors are a vocation to the diversity that the cafe. Reconocle that the negotiation of the cafe has different. During the 25 years, we were a company. Vertically integrated, we had the company, the exportation, and the importance of distribution. And this was an clear of the strategy of Carabella that we special in this segment of the market. In this episode, we have the excellence of the toast, and we felt much to connect. We are new, we have premiums, that's all the reason. The reason for demanding the work of the equipe of Casa Landino is because we provide one theory that has been a theoretical central of Carabella, and the cafe toast is the material. And participated with no connection in the toast, but we have to provide the retail to provide that the quality of the cloud of the exit in the world. And we were in the Paris, and for we got the toast of the world, because the quality of the verde of the material that we have is the world. There's the result. But with this philosophy of that we have to focus, we're going to focus on the cafe, cafeteria, or restaurants, this is a negotiation that we connect. We are buying in what we are focused on in this moment. If you want to have this conversation in six or three years, the point we respond to are list for our cafeteria. For now, we are lists and we're going to get in this vaca loca of something that we consider for doing. But see, we are in this plane of a central experience here in Bogotá. We want to be a central experience that is incluyented. No pomposes because we want to make more people in Colombia doing a good cafe and disfruit and are disputed to pay what you can pay for a buy. The thing is that we can get cafe. But if you want to democrat the buy, when you cost the value, a tier attack 76 miles for 340 grams, 200 grams. When you have the 18 grams for two tacit, this is a tint, but it will cost more. It's like taking this cafe in rush in a limp. In 30 seconds, you take my tacita and it goes. Next, the balance, a buy brewer, needs a tetera. But what costs the macro? Markets of cafeteria is what they have. You said this cluster of cafeteria. This is an inspiration of Casa Landino, and we're going to do it.
SPEAKER_01Alejandro, we have Casa Landino, we have recipients absolutely spectacular, delicate, elegant, which, in my opinion, van and a barrier between the cafe and the paladin of the person who is degree.
SPEAKER_00So we were with my family, in Japan, and we said, What about? And we were in a fabric and products. In reality, origami is a division very big of a company that's Kai who had a ceramic spectacular. Obviously, we tried from reyes, like the Japanese who tried to part of the family. And at this moment, I want to be the distribution of origami in Colombia because it is aligned with what we have. It's a portafilter cost, but it is aligned to what we are like. Color are in Japan. They are in China. But no, it's a company that is vertically integrated. They company the arcilla in Japan, they process, the manufacturing, the pinture, and one fabric. Of the yeah, this is very difficult to think about. The markets already subcontracted the manufacturer to China. And this is a fabric that has been fair to the spirit, innovative, and a product very special, completely aligned with this market. And obviously, the origami is an excellent filter. The control that has the water and the way in which they canalize the water product, and it is an art.
SPEAKER_01Alejandro, and for termination, for compiling the products, the cafes, there are Of the juguet of origami, what do you have? It's not the other one. The question is: decided the product, how do you give those compas to the consumer?
SPEAKER_00Well, I'm going to get the question, Hugo. In this moment, the only option is the page. It's the only option in the moment because we create a frescure, and as you decided initially, the model of negotiation is based on that client and they toast before they get a cafe completely fresh. Not only the toast, but the verse. We have to build a logistic a little bit complex. And it's a way to amplify democratic. And we are a bunch of gourmet in Bogotá for that distributed product.
SPEAKER_01Segment in the which Café Landino is the only protagonist for now in Colombia.