One year of work and preparation.

One year ago, I started a barista course in Lima, Peru.
After that, I learned coffee roasting — and it instantly hooked me. Roasting was deeply satisfying.

I traveled to the Amazonas region of Peru and visited coffee producers. The nature there is incredible - in a moment I just wanted to stay there, haha.

Then I spoke with specialists, café owners, and roasters. I worked on brand design, searched for locations, set up an online shop, registered Sensual Coffee in Peru and Europe, and founded a company in Peru — without really speaking Spanish (still proud of that one, haha).

I tested countless beans to select the first coffees, experimented with which roasting profile suits me the most, thought about positioning, marketing, logistics. I traveled back and forth between Peru and Spain/Portugal to set things up on both continents.

It is a massive amount of work.
All of this — just to offer a bag of coffee.

After a year of investing time, energy, and money without earning anything, a friend asked me what I actually earn per coffee pack. I told him about all the investment needed and the long way to go. And somehow it feels like often there is an expectation of a friendship price.

I used to think the same way in the past. But something has shifted for me. The unspoken message behind it often feels like: “Your price isn’t fair.”
At the same time, I genuinely want to support my friends in what they do. I don’t want to benefit from them or take away margins that are already small.

Let’s see how this continues.

This project is my passion, so I won’t stop trying. Still, the coffee industry is extremely competitive — and let’s be honest: the world wasn’t necessarily waiting for another coffee brand.

And yet, I believe that personality matters. What you express through your creation is always unique.

For me, coffee is meditation.

I’ve spent years learning about meditation and mindfulness — yoga teacher training in Nepal, mindfulness courses in Munich. I needed these practices to calm my own constantly spinning mind. Now I want to bring that perspective into my coffee.

Still, it’s hard not to give up sometimes. And I understand why so many people keep the things they love as side projects — or abandon them completely.

So I’ll leave you with two questions:

What is the project of your heart?
And how do you keep going?

As a Scrum Master, my job has always been to remove blockages in tech projects.
If you’re building something of your own and feel stuck, I’m happy to help.

👉 sgcoachings.com

P.s. It's a good moment to reflect - exactly one year of work, back to one of the places it all began. Years ago I visited in Lisbon the first time a coffee roaster with the name Negrita.