Disrupting the Colombian Coffee Market with Adam Jason

Adam Jason is a Partner at Legacy Group, an investment firm in Latin America focusing on top-tier businesses and high-net-worth accredited investors seeking exceptional returns. Adam has a background in advising Fortune 500 companies and investment banks and has represented them in public and private offerings exceeding $10 billion.

In our conversation, you’ll hear Adam’s remarkable journey from Big Law to scaling Green Coffee Company to become the #1 coffee producer in Colombia’s fiercely competitive market. What’s truly remarkable is they have embraced eco-friendly practices and prioritized worker welfare in an industry where this is far from typical. This not only fueled their growth but also helped them create an appealing story that resonates with coffee lovers worldwide.

Adam shares the strategies behind developing and scaling the Green Coffee Company brand, which has successfully competed against giants like Starbucks and Nestle. Plus, you’ll learn how he leverages coffee and agriculture to diversify income through coffee byproducts.

In today’s episode, you’ll learn:

✅ How Green Coffee Company became the largest coffee producer in Colombian with 400 full-time and 2500 part-time workers, and the strategies that allowed them to be profitable for three years straight and attract $80 million in investments.

✅ Why the wealthiest are putting part of their portfolios into agriculture, a sector that offers opportunities for diversification and, in some cases, outperforms real estate.

✅ How Adam and GCC are shaking up the coffee industry in Colombia by setting new standards for worker rights, challenging giants like Starbucks with eco-friendly practices, and creating a compelling brand story that resonates with coffee lovers everywhere.

Key Takeaways with Adam Jason

00:00 The origins of Green Coffee Company
07:58 Becoming the largest producer of coffee in Colombia
12:10 Setting new standards for worker rights in the coffee industry
16:51 Every brand needs a great story
17:43 How Colombia convinced US citizens they have the best coffee
24:03 The only US company to secure the coveted Juan Valdez brand
29:07 What makes coffee and agriculture a great investment
34:55 Turning coffee waste into multiple income streams

#adamjason #greencoffee #entrepreneur #business

Want to listen to the full interview with Adam Jason? Visit http://justindonald.com/195

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About Adam Jason
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Adam Jason is a Partner in Legacy Group, a leading investment firm in Latin America with a strict focus on high-quality LATAM businesses for international high-net-worth and accredited investors that can produce outsized returns. Before joining Legacy Group, Adam worked for two international law firms, Jones Day and Vinson & Elkins, where he advised leading Fortune 500 companies and investment banks in the areas of corporate finance, corporate governance, securities regulation and international business transactions, and represented them in public and private debt and equity offerings exceeding an aggregate of $10 billion.

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