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THE JOURNALPRODUCER PROFILEINAUGURAL SEASON · 2026
Portrait
✓ Verified producerFAMILY ESTATE
Pedro Villanueva
Finca Alasitas · Caranavi, La Paz, Bolinda, Bolivia · 1570–1570 m
Pedro's family has farmed Caranavi, La Paz, Bolinda, Bolivia for generations, balancing tradition with a new appetite for measured, evidence-first processing.
01THE INTERVIEW
“Buyers used to taste my coffee and name their price. This season, the coffee brings its own numbers to the table.”
— PEDRO VILLANUEVA, FINCA ALASITAS
Q.Tell us about the farm.
Pedro's family has farmed Caranavi, La Paz, Bolinda, Bolivia for generations, balancing tradition with a new appetite for measured, evidence-first processing.
Q.What are you sending to the auction?
Geisha, washed process, grown at 1570–1570 m. Bright jasmine and bergamot lead into a honeyed body. Look for a lingering white-peach finish as it cools.
Q.Who do you hope wins it?
A roaster who will put the farm's name on the bag and come back next season — the point of selling on evidence is building relationships that outlast one harvest.
Farm photo
Harvest · mill photo
From Finca Alasitas — Caranavi, La Paz, Bolinda.FIG. 01–02
02ON THE BLOCK
0102
Alasitas Geisha
BOL7 · Geisha · Washed
SCA
88.5
CURRENT
$52.00
EST. · PREVIEW
$87–$102
Alasitas Geisha Coco Natural
BOL8 · Geisha · Natural
SCA
90
CURRENT
$77.00
EST. · PREVIEW
$124–$145
House estimates are previews until the pricing model is trained.