Tico Coffee Roasters CEO growing an environmental legacy
Mariana Faerron honored as Environmentalist of the Year by League of Conservation Voters
A cup of coffee is an essential part of many Bay Area residents’ day, whether it’s a steaming wake-up jolt in the morning or a refreshing cold brew during an afternoon break. It means even more to Mariana Faerron, who grew up in Costa Rica surrounded by coffee plantations, surrounded by the aroma of coffee from flower to berry.
She is now the CEO of Tico Coffee Roasters in Campbell, which she co-founded with her husband, Thomas Goepel, 11 years ago. So, while she has a vested interest in your morning cup of joe, she also understands the effort that goes into each cup better than most people.
“I think that even though we are surrounded by agriculture in California, I think there’s still some detachment for people who don’t necessarily understand how long it takes to produce something of value and high quality,” said Faerron, who has a degree in agricultural economics from the University of Costa Rica.
Her focus on sustainable and organic products, as well as advocating for better outcomes for coffee farmers, earned her the Santa Clara County League of Conservation Voters’ environmentalist of the year award at its 30th annual awards celebration and fundraiser Thursday night in downtown San Jose.
“It means a lot to me because that tells me that our work with Tico Coffee Roasters is seen and valued,” Faerron said in a statement. “It created the type of impact and awareness that we aim for and I hope that this will bring more people and partners onboard to preserve the environment.”
She and Goepel met in Costa Rica, fell in love (aided by their shared love of coffee), and relocated to the Bay Area, where he works as an engineer. Faerron was dissatisfied with her coffee selections and frequently brought back bags of coffee berries from trips to Costa Rica, but she couldn’t find anyone to roast them. So the couple decided to go it alone — but in their own unique way.
“While there are many coffee choices in the market, not everyone is sourcing their beans consciously and not everyone has the knowledge to provide feedback and work with farmers developing better environmental practices,” she went on to say. Knowing that it is a male-dominated field, she looks for women who manage their own coffee-growing businesses when she travels to other countries on a buying trip.
“As a woman, Latina and immigrant I am also committed to support, empower and highlight other women and their endeavors as a professional and entrepreneur,” she said in a statement. This empowerment can have a significant ripple effect, allowing families to earn more money from coffee production and send their children to school, where they can become future industry leaders.
Tico Coffee Roasters does not have coffee shops, but instead distributes its coffees and loose-leaf teas through restaurants and specialty stores, as well as serving coffee drinks through catering and a mobile cart. They host coffee-tasting and education events at the Dell Avenue roastery and also bring that experience to Silicon Valley businesses.
She discovered Veggielution, a community farm in East San Jose, about six years ago and began volunteering to provide coffee for its First Saturday events and, later, its annual fEAST fundraiser. She is now co-chair of the Veggielution board of directors, and she says the more she gets involved with the organization, the more she appreciates what its mission means to the community.
Cayce Hill, Executive Director of Veggielution, stated that Faerron has guided the organization through the pandemic and along a path of transformative growth and impact since becoming involved.
“During the more than five years since, I have been inspired by her commitment to creating positive and inclusive environments wherever she goes,” Hill went on to say. “I admire Mariana for her learning mindset, and the rigorous and energizing tone she brings to the board.”
But coffee remains at the heart of Faerron’s work, from African coffees with berry-like flavors to darker roasts with hints of sweet chocolate. She’s especially proud of Tico’s Cafe de Olla, which blends their coffee with brown organic sugar and spices, removing the complications of making traditional coffee for beginners.
While Faerron enjoys a wide range of coffees, she prefers medium roasts with traditional Costa Rican biscuits. “I have the luxury of choosing what I want to drink,” she said, referring to one of the many benefits of being the boss of a coffee roasting company.
