Wicho runs the Valdez family farm, which has been in the family for almost 150 years. He has successfully made it into an operation known for excellent practices and the highest quality coffees. Wicho has implemented practices that use shade and specific pruning schedules to give each tree the appropriate amount of light and air to grow to its fullest possible production. 40 people work there year-round, as well as 500 seasonal employees. Fair wages and earning potential keep them returning year after year. So says Wicho, “We really, really love coffee. That’s what we do.”