A lifetime devoted to coffee
Jorge Elías Rojas Vásquez was born into a coffee-growing family in the mountains of Planadas, Tolima. After losing his father at a young age, coffee quickly became more than a livelihood. By the age of twelve, he had already assumed responsibility for helping manage the family farm, learning firsthand the discipline, resilience, and patience that coffee cultivation demands.
In 2010, Jorge acquired La Roca, a small farm perched at 1,857 meters above sea level. What began as a personal project has evolved into one of the region's most respected specialty coffee estates, built through years of dedication to quality, experimentation, and continuous learning.
Between waterfalls and mountain forests
La Roca sits within a landscape shaped by natural reserves, rivers, and waterfalls that wind through the mountains of southern Tolima. The cool climate and high elevations provide ideal conditions for cultivating exceptional coffee, while the surrounding ecosystem creates a sense of place that is unmistakably Colombian.
Today, the farm is home to an impressive collection of varieties, including Geisha, Pink Bourbon, Pacamara, Wush-Wush, Moka, and Sidra. Each lot reflects Jorge's relentless curiosity and his desire to better understand the potential of both variety and terroir.
