Among the coffee trees of Butig, a farmer carries the knowledge of his parents—how to hand-pick, dry, and roast the “native” coffee that has long fueled the lives of families in this southern town.
In this video, we follow his journey from inherited tradition to new learning, after a visit to Pigtauranan, Bukidnon. There, he and fellow farmers discovered the value of choosing only the ripest red cherries—a small change that elevates flavor, aroma, and quality.
This is the story of Butig coffee—rooted in the land, shaped by family, and enriched by the blending of past wisdom and present innovation. From the highlands to your cup, it’s more than just coffee. It’s heritage, resilience, and pride.
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