Danilo Rodriguez brings his coffee growing roots, industry knowledge, and passion for DLG to the role of Executive Director

How were you introduced to the coffee world and coffee growing?

I was born and raised in the community of San Miguel Escobar. My parents and grandparents grew coffee almost their entire lives, so I was introduced to and became involved in coffee growing at a very young age. When I was a kid, I looked forward to the harvest, because for me and my cousins, it was the perfect excuse to play in the coffee fields. My grandparents taught me how to pick coffee cherries and I learned alongside my parents how to plant and care for the coffee plants. Once I was a teenager, I became more involved in the processing of the beans. When I graduated from high school, I used to take advantage of the harvest time to earn extra money and pay for my English classes.

How did De La Gente’s presence in your community impact coffee growers and specifically your family?

The impact generated by the DLG has been immense. I have witnessed a significant change in my own community and among the families that are part of [DLG’s] network. I’ve seen my family and my neighbors improve their lives, from education to better housing. DLG has done more than generate economic opportunities. For my family, De La Gente opened a door to knowledge, growth, and development in the area of ​​coffee growing.

Growing up within a coffee producing family, what kind of future or career did you envision for yourself within the coffee industry?

To be honest, I never thought I would be so involved in the coffee industry! I think that is because many young people associate coffee growing with being a labor intensive and underpaid profession. Therefore, I always thought about studying something related to tourism and hospitality to be able to manage a hotel or resort one day. I never thought that the journey would bring me back to my roots, and I am so happy with how things have turned out.

What inspired you to first get involved with De La Gente and how has that journey and your involvement taken shape bringing us to this point of assuming the role of ED?

I initially got involved with DLG because I wanted more experience in tourism. I began my career with DLG as an interpreter for coffee tours as part of the Community Tourism Program. However, little by little I became involved in the other programs offered by the organization, and I was captivated by its community driven focus to impact coffee growers in Guatemala. I was also very motivated by helping people from my country to be able to opt for better opportunities, which is why I have dedicated a lot of effort and energy to developing different programs in the organization since its inception.

Why were you drawn to the role of Executive Director?

For me, DLG represents an important part of my life—first, because the organization has greatly impacted my family, and second, because I have developed and grown personally and professionally within this organization. I am a fervent believer in its mission and its values resonate with me. I have also lived through many of the organizations’ growth, which has led me to deeply understand DLG. At this stage of my career, I consider myself professionally capable of leading DLG into this completely new chapter of contributing to the growth of many coffee-growing families. In this role, I want to create more of the kinds of opportunities that I had to get to where I am today.

What a goal that you will begin working towards as the new Executive Director.

I am excited about many of the projects we are working on, especially those related to equity. I believe that opportunities should not be limited only to men, but also demonstrate that women are capable of achieving great things in this industry. One of my short-term goals is to promote more participation and authentic relationships between women coffee farmers and coffee buyers. I am also very inspired to continue working with a team of very committed young professionals. I have always said that the success of the organization should be credited to the people behind the scenes, who are extremely committed and believe in the DLG mission.

What message do you have for those who support DLG, whether they’re ordering coffee, a coffee shop, a donor, etc.?

I would like to thank you for supporting DLG…Everything that DLG has achieved has been thanks to all the help we have received from different parts of the world and because of the individuals who believe in change. We have been creating positive change for almost 10 years! In my new role as ED, I am committed to continuing to forge those relationships and creating economic opportunities in each coffee bean. I invite you to accompany DLG to achieve many more goals, and, together, make coffee an inclusive and equitable industry. Thank you very much to the entire DLG family!

What makes De La Gente unique?

De La Gente is one of the few organizations in the coffee sector that has implemented holistic programs in support of coffee producers. We focus on the professional development of producers, income diversification, and bringing the process full circle with commercializing coffee. We have been intentional about including men, women and youth, but I think DLG’s true impact is by generating awareness among consumers through our Community Tourism Program and Immersion Program. DLG brings together coffee supply chain actors, but we incorporate an element that is missing from the industry: forging relationships based on transparency and ethics. As a well-established organization registered in the United States and Guatemala, DLG has created a functional producer support model with a lot of potential.