10 Minutes With Tania Ferrufino

The coffee producer turned roaster shares her journey from Nicaragua to Toronto, Canada, and her thoughts on creating a more equitable industry.

BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT

Photos courtesy of Tania Ferrufino

From the mountains of Nicaragua to the cafés of Toronto, Canada, Tania Ferrufino has seen coffee from every angle. As a third-generation coffee producer, trader, and now roaster, she brings a rare depth of experience to every cup. We sat down with Tania to talk about her journey, what needs to change in the coffee industry, and how she’s bridging the gap between origin and consumer.

Vasileia Fanarioti: From Nicaragua to Toronto—how did your journey in coffee begin?

Tania: I’m a third-generation coffee producer, so I always say coffee chooses you. It’s more than a business—it’s my identity. I officially joined the family business, Sabio Coffee, in 2016, handling marketing, sales, and logistics. When I moved to Canada, it was both a personal and professional shift. I wanted to better understand the consumer end of the supply chain and advocate for more transparency and equity.

How has your background as a producer shaped your work in trading and roasting?

It’s given me a deep respect for the people and ecosystems behind every cup. Fair pricing isn’t just a talking point—it directly affects what we can invest in: land, infrastructure, and most importantly, people. As a roaster now, I bring a producer-first mindset. I look beyond flavor to the conditions the coffee was grown in and what value it brings to a community.

Sabio Coffee is vertically integrated, meaning you have rein over multiple stages along the supply chain, from farm to cup. What’s that like?

Vertical integration gives us control and flexibility. We can innovate at every stage—from processing to building relationships with buyers. But it’s also resource-intensive and requires constant coordination. The upside is that we stay true to our values: fair wages, sound environmental practices, and full transparency.

You’ve worked in B2B sales and business development. How do you bring your knowledge from that into specialty-coffee?

My sales approach is rooted in relationships. Coming from a producing background, I understand the importance of long-term partnerships. I take time to learn what matters most to each client—whether it’s flavor, sustainability, or storytelling—and offer solutions that align with their goals and ours at origin.

What’s been the biggest learning curve since becoming a roaster?

Roasting is humbling! It’s a different world from producing. Even with experience evaluating green coffee, translating that into a roast profile that speaks to a consumer market is a new challenge. It’s not just technical—it’s also about understanding branding, customer behavior, and communicating value in a new context.

How has your Nicaraguan background influenced your work in Toronto’s coffee scene?

People here are always curious when they find out I’m a producer. They ask about harvest, processing, varieties—we get to have really personal conversations about life at origin. That connection builds trust. It’s powerful to share firsthand stories with roasters, café owners, and consumers who want to go beyond just flavor notes.

You’ve said you want to challenge the status quo. What needs to change in the coffee trade?

We need to address the structural inequalities in the supply chain. Producers take the greatest risk but receive the smallest share of value. We need more equity and transparency: fair pricing, long-term partnerships, and real investment at origin. We also need to redefine quality—because quality without equity is meaningless.

I also think we should make coffee more accessible. It shouldn’t feel like an exclusive club. Everyone drinks coffee. We should invite people to learn—not just about tasting notes, but about the people and places behind the cup.

What advice do you have for other women, especially those from producing countries, who want to grow in the coffee industry?

You belong here. The industry still has a long way to go in terms of gender equity, especially at origin. But we need women at every level: not just as contributors, but as leaders. I’ve been lucky to learn from strong women like my mother, whose strength and intelligence made a lasting impact in coffee. I also find inspiration in the many women reshaping the industry today.

To other women I’d say: Seek out community, especially with other women. Ask questions. Own your story. Your background is your strength. Be bold, be curious, and don’t wait for permission to lead. The industry is better when it’s inclusive—more sustainable, smarter, and more human.

ABOUT THE AUTHOR

Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.

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