Words by Pablo Lara, SDCN Assistant Editor. Photos by Angel Breton, SDCN Contributor.
New chapters and ventures conform the organic cycle of an entrepreneur. And for Jorge Serrano his new project, Cafetito, denotes this cyclical change towards a wider horizon.
As our industry matures and consumers evolve, the market creates new opportunities for those looking to get involved. For someone like Jorge this involves taking on new challenges and sharing accumulated knowledge. Cafetito will join the Tijuana coffee scene as a coffee roaster/consulting firm. The company will focus primarily on roasting for wholesale, and as a consultant Jorge will offer businesses advice ranging from café logistics, curating unique menus, latte art training, branding and sales strategies. All which will increase consumption and productivity.
Our sister city of Tijuana is a coffee drinker. Already part of Mexican culture, coffee is consumed throughout the day, something engrained from its long history as a major green coffee exporter. Interestingly, Tijuana is the farthest point in Mexico from the coffee growing regions, but the new developments in our industry pertaining to brewing, education and origin appreciation have sparked a coffee fever in Tijuana’s population.
Eight years ago Jorge Serrano, along with other business partners, launched Das Cortez. This specialty coffee chain drastically sought to bring the third-wave to Tijuana’s mainstream coffee scene. Years later, and now fostering six locations, it is safe to say Das Cortez catapulted the boutique espresso bar boom of Tijuana. Now Jorge seeks to move away from the espresso bar and tackle the roasting side of the business. Cafetito will roast a gamete of Mexican origins such as Chiapas, Guerrero and Nayarit.
Since the espresso blend usually epitomizes the profile of a roaster, I asked Jorge what the espresso of his dreams would be like. He first discussed his obsession with coffees from Chiapas, of predominantly chocolate notes with pleasant tobacco finish. He dreams of an acidity trip, of coffee that is. An espresso rich in pleasant brightness. Also mentioned was a curiosity to incorporate high quality Mexican Robusta.
Cafetito will be roasting in a 10-kilo roaster, made by 100%Mex, a roaster manufacturer based in Veracruz. The location for the roasting plant is still in the works, but Jorge is drawn to El Centro, the city’s Downtown. “It’s like a mini San Francisco” Jorge said, “You can find almost anything”. The creative concept of the company is a combination of aesthetic originality and quality. Cafetito’s brand is inspired in the psychedelic rock of the 1970’s, a time of paisleys and the right eccentricity. The possibilities of art and coffee are endless, and in Jorge’s own words “style is expression and with coffee you get to make it your own”. Coffee is his “lienzo en blanco” his white canvas. Ultimately, through roasting and training Cafetito will seek to increase and develop the already existing talent of Tijuana’s coffee scene and of its neighboring communities.
Jorge Serrano’s top coffee crushes:
Contact Jorge Serrano via email at firstname.lastname@example.org