Its new plant in Vernon handles about 40 million pounds of imported coffee beans a year, funneling them through a complex system of roasters and packing machines that show a dramatic evolution from the original 2,000-square-foot Gaviña operation of 1967.
Although the recession has slowed down business — the company's revenues still grew by more than 5% in 2009 — Gaviña-Valls discussed the popularity of coffee as a part of Americans' daily routines, which is something the company doesn't anticipate will change because of spending habits.
ZAIN SHAUK: How has the business changed since your family began in the United States 43 years ago?
LEONOR GAVIÑA-VALLS: We started back in 1967, my dad, my mom, my brothers. I was still in high school, and our coffee was only espresso . . . When we started saying "espresso," or saying "latte" or a "cappuccino," nobody knew what it was. So we had to educate the people. Coffee was coffee. Coffee was a commodity in a can, and that was it. So little by little people became more sophisticated in how they drank coffee. And we came out with a brand called Don Francisco. Francisco was my father, and Don was a title of respect, so Don Francisco was the title we came out with in retail to honor our dad.
Q: How has the growth in popularity of coffee shops changed your business and what you provide?
A: Well, we are providers to some of those coffeehouses, so for us it's been awesome. On the other side, our Don Francisco brand, it's a premium-brand coffee. So people want better things for themselves. It changed what people expect from coffee. Now people expect more.
Q: Do you ever find yourself out at other coffee shops, tasting and comparing brands?
A: Of course. And we do it here as well. We bring in a competitor, and we taste it against our own.
