Welcome to Paraíso Roasting!
We are a small, family-owned company with aspirations to become America's leading Black-owned importer and roaster of coffee and cacao from Cameroon and other underrepresented Central African growing regions. We've partnered with our sister company, Paraíso Trading to bring premium-quality specialty coffee and chocolate to the retail market. And we can't wait to invite you to our first brick-and-mortar coffee shop—coming soon to Las Lunas, New Mexico, USA!
We work with several African growing regions that not many roasters carry. We seek to champion these underrepresented areas and find the proper place for them in the global marketplace while offering the assistance and guidance to help them achieve the "specialty"quality level, though many are already there! As we discover more African farms with environmentally-conscious agricultural practices, we will continue to unveil new and exciting products.
Our Mission and Values
Our mission is to connect underrepresented African Farmers more directly to world markets. We are focused initially on organically produced coffee and cocoa. However, as we grow and add more farmers to our network, we plan to expand our offerings to include other agricultural goods.
We pride ourselves on only working with farms and co-operatives that we have actually visited and taken the time to understand their unique needs. Those that meet global social and transparency standards we can streamline to market, while providing resources on climate- and environmentally-conscious farming. We work directly with each farming community to improve sustainability measures.
We believe in:
Positive global social impact
Greater diversity and inclusion in the global coffee sector
Connecting the diaspora
Empowering women farmers
Championing underrepresented regions
Statement of Authenticity
At Paraíso Roasting, we understand the history of premium coffee, and gourmet chocolate. A history filled with talented individuals that have for far too long been overlooked, underappreciated, and underrepresented. Our goal is to aid those individuals that enable us to have our favorite cups of coffee and our tastes of fine chocolate each day!
We promote products at a price high enough to allow farmers to obtain more for their product at its current state, but also work with farm owners and managers to assist in further improving the state of their operations. This ensures goods are being produced in accordance with current global standards as well am making them examples of the potential of sustainable agriculture.
Having grown up the son of a sharecropper in the south and a farmer himself, company founder Keith White has lived the frustration of growing some of the highest quality products on the market yet still struggling to make a living while others became wealthy from the very same product. We aim to be a part of the much-needed change!
We appreciate our peers in the coffee community who operate transparently, and we hope to contribute to the effort of increasing equity, and environmental awareness in the agricultural sector by continuing to educate those involved. Continued education of farmers and others on the benefits of inclusion and agricultural consciousness will assist in the development of diverse and very robust coffee and cocoa sectors.
Additionally, we feel the further education of consumers of the origin and communities behind their favorite beverage and delicacy will also help in the fight for improved diversity and inclusion in both the Specialty Coffee and Fine Chocolate industries.
Meet the Team
Rosa B. White
Keith White, Jr.
FOUNDER & CEO
Keith White, Sr.