Joel Hernandez Morales is a specialty coffee producer from Chiapas, Mexico. Joel considers his family pioneers in the production of coffee in the remote highlands of Siltepec, Chiapas. Joel's father had a farm and was the one in charge of spreading his knowledge and passion about coffee to the whole family. Joel used to help his father with some of the daily activities on the farm. Now, Joel is happy to say that he has been a coffee producer for over 40 years. He is proud of it and knows he owes it to his father, who encouraged him to continue growing coffee and to dedicate their lives to coffee. "I work together with my family; it's a family business," Joel is proud to say. Joel and his son go out to the fields to harvest the coffee and are responsible for bringing all the cherries home so that the whole family can help in the post-harvest process. While they are in the fields, his wife and daughter stay home preparing the food, which they consider the most sacred thing at their home. However, all the children, as well as Joel and his wife, help during the drying process by moving and raking the coffee every now and then.

In 2021, they decided to embark on the journey of focusing on their processes to produce specialty coffee. Joel was excited to add special value to their product and receive extra income to sus- tain his family through the love that he has for coffee. Since then, coffee has improved their quality of life. The most important thing for Joel is that on their farm, they have fun and it's a moment to unite as a family. They laugh with each other, whether someone falls or an animal appears and scares them; they have a blast producing coffee.