About this Coffee
A strong roast with stronger roots, Finca Pashapa coffee takes its name from the family-owned farm in western Honduras whence it’s harvested. Counter Culture has been buying coffee from the Salazar family since 2002—longer than anywhere else—and this year, we’re celebrating our partnership with the aptly named Finca Pashapa roast. This single-origin selection features flavors of dark chocolate and roasted marshmallow, with a thick, rich texture you’ll want to savor again and again.
Pronunciation: FEEN-cuh pah-SHOP-ah
Even at a company with a roster of coffees produced through long-term relationships, there has to be a first. In 2002, Counter Culture bought 30 bags of Finca Pashapa’s coffee. In 2005, we met the Salazar family, and in 2008, we visited their farm. Since then, both our businesses have grown and changed, but the family’s commitment to their community and the natural environment has motivated our continued collaboration.
Some people have negative associations with dark roasts, equating them with a “lipstick on a pig” approach that hides lower-quality flavors under excessive smokiness. Yet, darker roasting can create a sweet and complex cup when using high-quality coffees like Finca Pashapa. With its reduced perceived acidity and increased body and richness, Finca Pashapa Dark Roast is a comforting offering from a model partnership.
We believe in paying more.
Since 2009, we have published an annual transparency report to serve as a blueprint for our green coffee purchasing practices and a response to chronically low prices in the coffee industry. We believe paying more for green coffee is an important investment in the long-term viability of our coffee-growing partners’ businesses and our supply.