Several years ago, on one of my (not often enough) visits to see my sister in Madison, WI, I came across a wildly colorful coffee haven with off-the-charts branding that uniquely celebrated the cultures of coffee origin countries in a way I’d never seen before. Everything about Colectivo is in its own lane. From the Día de los Muertos skeleton icon and diverse concert series, to the delicious, interesting foods that rotate weekly, highlighting various countries’ cuisines, I was a fan.
As a coffee, and now Colectivo, devotee I did a deep-dive into their website’s video section, which has an array of gorgeous short films shot in various places from which they source their beans and have direct relationships with the growers. The humanity and liveliness that drive Colectivo’s business and brand are what I really admire and appreciate as a consumer trying to make conscious choices.
In this video, hear about how Al Liu, VP of Coffee for Colectivo, got into sourcing beans and why he spotlights the culture of each origin country. Enjoy!
