Jorge Lanza dedicated his life numbers and accounting before deciding to buy 30 acres of land in Santa Barbara to grow and cultivate specialty coffee. Nine years later he became the GM of the National Association of Coffee Growers ANACAFEH, and travelled across the country helping coffee producers. His passion for coffee only grew, eventually purchasing La Huerta and, with his wife Maria, began working with Saša to maintain Finca Beti, help inspire the Late Harvest Auction, and through improving conditions and cultivation of his own trees, La Huerta won the Honduras COE 2013 with a record score of 92.75 points. This is surely a producer a watch.