In the rolling hills of Bucaramanga, Colombia, where coffee plants sway under the morning mist, Liliana Caballero Rojas stands as a beacon of resilience and passion. Her story, woven into the fabric of Café Hacienda Casablanca, is one of dreams defying odds—a tale that found its heart in the Global Coffee Alliance for Good (GCAG) Colombia 2025.
Liliana Caballero Rojas, photo by Cristian Galvis
As a child, Liliana gazed at the distant rooftops of the hacienda, captivated by its architecture and the gentle rush of nearby streams. Born to parents displaced by Colombia’s internal violence, she grew up in a family of farmers tending vegetables, not coffee. Yet, the allure of the hacienda lingered.
“I passed by and saw the roofs, heard the water. It called to me, but we weren’t allowed to visit.”
Years later, after studying in the city, Liliana learned the hacienda was for sale. Driven by curiosity and a childhood dream, she arranged a visit, hoping to broker a deal for a commission. What she found was a crumbling estate—cafetales neglected, roofs collapsing. Others saw ruin, but Liliana saw possibility.
“When I arrived, it was love at first sight,”
she says, her voice brimming with warmth. With only a car, some jewelry, and a daring spirit, she made an offer she couldn’t afford, securing a bank loan to purchase the property. Thus began Café Hacienda Casablanca’s rebirth.
Today, Liliana oversees 30 employees, cycling through the farm’s mountains at dawn and savoring family breakfasts. Her days blend administrative tasks with walks among the coffee fields, where she marvels at blooming plants and chirping birds. “The part I love most is seeing the cafetales change—flowers blooming, then fading into coffee cherries,” she shares. Yet, challenges persist. Rising coffee prices don’t always benefit specialty farmers like her, as labor costs climb and international markets tighten. “We need balance,” she explains, “so Colombia’s coffee remains competitive.”
In February 2025, Liliana’s passion found a new purpose as Café Hacienda Casablanca hosted GCAG’s first-ever course. Eighteen young farmers gathered for a 3-day training led by Helena Oliviero, learning sensory skills, brewing techniques, and water science with 21 sets of TIMEMORE tools. Liliana, a mentor and host, watched as students discovered new possibilities. “This event uncovers new talents in the industry,” she reflects, echoing GCAG’s mission to empower through education.
GCAG Colombia 2025, photo by Cristian Galvis
For Liliana, coffee is more than a crop—it’s a way of life. “If coffee didn’t exist, there wouldn’t be a happy world,” she laughs. Her vision is clear: a stronger coffee community that values the effort behind every cup.
“Understand the history, the hard work. That’s what makes a good cup of coffee.”
At I’M NOT A BARISTA, we’re inspired by Liliana’s journey and her call to build a connected coffee future. Thanks to TIMEMORE, Lilydrip, Roasting Warehouse Athens, Federico Foundation, and our supporters, GCAG Colombia 2025 was a triumph. But this is just the beginning.
Join us in brewing hope for coffee farmers worldwide.
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