OUR STORY
Alema is more than a coffee brand — it is an 80-year family legacy that began in the mountains of Loja, Ecuador, in the small community of Olmedo, Barrio Tambará. Our story starts with my great-grandfather, Narciso, who cultivated the first family coffee fields. When he passed away, his land was divided among his seven children, giving birth to seven individual farms. Two of the most influential guardians of this legacy were my great-aunt Emma Cuenca and my grandfather Pastor Rogelio, who continued the family’s commitment to coffee with passion and discipline.
This tradition later passed to my parents, Fabián Rodrigo and Loren del Pilar, and today it has reached me — the next generation, determined to preserve, honour and elevate something beautiful that has been handed down from family to family.
A TURNING POINT
Everything changed when my father fell ill and could no longer manage the farm. It became painfully clear that the farm was no longer sustainable: we were selling our high-quality coffee at very low prices, using outdated techniques, and quickly running out of resources.
When I travelled to London and saw that 100 g of Ecuadorian coffee was being sold for £32, from the same region as my farm, I realised something was very wrong. That moment sparked the big question:“How can we bring our coffee to the world properly?”
I began researching, learning, knocking on doors — and most of them stayed closed. So I decided to build the project slowly, piece by piece.
A DREAM.
BUILT BY FAMILY.
I spoke with my family and shared my vision. Everyone helped in their own way to make this dream possible:
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My little sister helped me find cheaper flights.
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My uncle lent me money so I could continue.
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My mother worked extra hours.
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My father supported all logistics at the farm and abroad.
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My wife and son became my true sponsors — she covered all household expenses while supporting me through every moment of stress and uncertainty.
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My friend Yeni redesigned our brand identity out of pure love — she created our neon pink colour and helped build the logo and website.
I invested every single penny I had, literally all my savings, into our very first shipment: one ton of coffee sent by air. It was a risk, a leap of faith — but it worked.
MEET THE TEAM
FABIAN MACAS
FOUNDING PARTNER
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LORNA HAMILTON
PARTNER
Fabian's passion for coffee is truly infectious! When I first met him, it was immediately clear how deeply he cares about his family's farm and the craft of coffee production. Alema is a genuine farm-to-cup experience, and I'm proud to be on this journey with him as we continue to grow and expand Alema together.
IAN FLEMING
PARTNER
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THE NAME
Alema represents family. The name comes from my son Alejandro, combined with my father’s and my own surname, Macas. It is a tribute to the past generations who may never see how far this project will go, and to the future generations — my son, my nephews, and all our family in Ecuador — who will continue the legacy.
THE LOCATION
Because it felt like the right place to give Alema a voice — a town full of appreciation for quality, community and culture. It is the perfect home for a project born from family, tradition and heart.
FUTURE PLANS
In the next five years, we aim to:
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Strengthen our presence in the UK and Europe
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Expand our roastery and café concept
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Support more Ecuadorian farming families
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Celebrate and elevate Ecuadorian coffee on an international stage
Alema is not just a company — it is a legacy, a tribute and a promise.
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