HACIENDA ILUMINADA — STORY LIVING, NOT STORY TELLING
Let’s Connect on Social
Hello Caffeinated Humans!
What is Hacienda Iluminada?
Hacienda Iluminada is not just a coffee farm.
It’s a movement. A living, breathing example of what happens when leadership meets purpose, when agriculture meets humanity, and when two dreamers decide to bet everything on people—long before betting on coffee.
We are 3,000 feet above sea level, in the mountains of Maricao, Puerto Rico, surrounded by clouds, permanent shade trees, rich volcanic soil, spring water, and a microclimate designed by nature herself to grow some of the best specialty coffee on U.S. soil.
But more importantly—we are a farm built to change lives, not just brew coffee.
Let's do this!
How It Started — Brandon & Sam, Two Worlds, One Vision
In 2014, two very different humans crossed paths and realized they had the same dream:
Brandon Peña — a marketing mind, a media visionary, a storyteller with an unmatched ability to create human connection.
Sam Sepúlveda — a Puerto Rican airline captain with a deep love for agriculture, nature, community, and of course COFFEE.
Together, we acquired an abandoned farm in Maricao—the poorest town in Puerto Rico, where people needed opportunity, hope, and dignity.
We didn’t start with money.
We started with purpose.
We cleared invasive trees and weeds.
We planted 50,000 coffee trees.
We saved only 5,000 from the old plantation.
At first, the plan was simple:
Sell specialty green beans to roasters.
That changed the moment people began to ask:
“When can we try your coffee?”
Just like that, the 787 Coffee brand was born.
First as an online subscription.
Then in 2017, our first shop opened in Maricao.
Then four tiny shops in NYC.
Coffee was flowing. Expansion was brewing.
And then—Hurricane María hit.
97% of the farm was gone.
95% of the crop gone.
The dream… almost gone.
We were serving only Puerto Rican–grown coffee.
No coffee meant no shops.
We closed everything. Moved to New Jersey. Couldn’t pay an NYC apartment anymore.
Almost gave up.
And then we remembered:
We didn’t come to Maricao just to grow coffee.
We came to change lives.
So we stayed.
We rebuilt.
And from the ashes of María—and the courage of our team—grew the future.
In 2018, with the coffee we had left and the new harvest, we opened the iconic 787 Coffee on East 7th Street in the East Village.
And from that one store, everything changed.
Today, we stand with:
• 17 shops in NYC
• 5 in Puerto Rico
• 6 in El Paso
• 2 in Houston
• 2 in NJ
• Miami & Mexico City coming soon
This didn’t happen by luck.
This happened because of leadership, resilience, and a culture of Humans by Humans.
NuevaYoL Coffee: The Bold Flavor of a City That Never Sleeps
Introducing NuevaYoL, a coffee as vibrant and diverse as the city it's named for. This isn't just a coffee blend; it's our love letter to New York City, crafted with premium beans from three countries—Puerto Rico, Mexico, and Colombia.
Created by 787 Coffee, this limited-edition blend is a tribute to the hustle, heritage, and culture of NuevaYoL—inspired by Bad Bunny's song and designed with our custom artwork by Brandon Ivan Peña.
With rich notes of dark chocolate leading the way, this is a full-bodied cup with a bold, unforgettable flavor. We've balanced the sweetness of Mexican caramel, the bright acidity of Colombian beans, and the richness of Puerto Rican coffee to create a truly unique and powerful brew.
Prominent Flavor: Rich Dark Chocolate
Best for: A strong start to your morning or a late night that needs a kick.
Limited Release: Get yours before it's gone!
🗽 Limited release. Only available while it lasts.
☕ 8 oz bag – Whole Bean
💙 Designed with our signature NuevaYoL art – because your coffee bag should hit different too.
Available online or our coffee shops - google us - Award winning coffee shops
Best Coffee. Delicious Coffee. Freshly Roasted Coffee.
Our Philosophy — A Human by Human Company With a Coffee Problem
We don’t just sell coffee.
We sell connection.
We sell experience.
We sell humanity.
And that story begins at Hacienda Iluminada.
Sustainability With Purpose — Farming That Protects the Future
At Hacienda Iluminada, we practice polyculture, not monoculture.
We grow coffee under a permanent shade canopy, lowering ground temperature, protecting biodiversity, and preventing soil erosion.
We DO NOT use harsh pesticides.
We DO NOT use weed killers.
We let native ground covers protect the soil so topsoil stays in the farm—not washed into rivers, reservoirs, and dams.
Cleaner soil. Cleaner water. Cleaner Earth.
If it’s good for Earth… it’s good for you.
And because of this commitment, we are endorsed by:
• USDA Stewardship Forest Conservation Program
• Puerto Rico Department of Natural Resources
• Puerto Rico Tourism Company (Agro-Tourism Certification)
• Multiple state and federal agencies recognizing us as an exemplary sustainable farm.
We don’t do this for awards.
We do it because leadership requires responsibility.
We Are the Only Coffee Brand That Can Say This
From seed to cup, every step is ours:
• We plant the coffee
• We process it
• We roast it
• We serve it
• We share our story
• We pay the farmers well
• And we do it all in the USA, transparently, ethically, sustainably.
Nobody else in our industry can say this.
Not one brand.
This is our competitive advantage.
This is our leadership.
A Farm That Feeds, Creates, Inspires
Hacienda Iluminada is alive—literally.
We have:
• Emus
• Ostriches
• Peacocks
• Macaws
• Goats
• Cows
• Ducks
• Chickens
—roaming freely and bringing joy to every visitor.
We bake pastries for our Puerto Rico shops at the farm using:
• Free-range eggs from our own chickens
• Bananas from our own plantation
• Spring water from the mountains
• Local ingredients produced through polyculture
We are expanding:
• Our egg production
• Our bakery
• Our kitchen
• Our event spaces (weddings, retreats, birthdays)
• Our cabins (solar-powered, eco-friendly, immersive)
When people stay with us, they don’t visit a farm—they live a story.
A story of nature, animals, coffee, connection, peace, and purpose.
Leadership — The Heartbeat of Everything We Do
Everything we’ve built—every store, every crop, every cup, every job—comes from one thing:
Leadership rooted in character, competency, courage, curiosity, communication, collaboration, and care.
This is transformational leadership—the leadership that elevates others.
Our success belongs to:
• Our farmers
• Our teams
• Our leaders
• Our caffeinated humans
• Our community
We are here because of people, not because of coffee.
Leadership is not positional.
Leadership is emotional.
Leadership is service.
Leadership is responsibility.
Leadership is impact.
Who Am I? — One of Your Leaders at the Farm
My name is Sam Sepúlveda.
I am Puerto Rican.
I am a co-founder.
I am a farmer.
I am a pilot.
I am a dreamer.
I am a doer.
I am a believer in people.
• Airline Captain – United Airlines
• Q Grader & Post-Harvest Professional (Arabica & Robusta) – Coffee Quality Institute
• Master’s Candidate in Horticulture – Texas Tech University
• Chair of the Board, School of Aeronautics – Inter American University of Puerto Rico
• Co-Founder of 787 Coffee
• President & Co-Founder of Hacienda Iluminada
And most importantly—
a son continuing his mother Iluminada’s legacy of protecting nature and serving humanity.
Everything we do at Hacienda Iluminada carries her light.
Celebrate Women Empowerment with Our Tu No Eres Bebesita, Eres Bebesota T-Shirt | Shop Now at 787 Coffee!
Inspired by Bad Bunny's iconic song, our Tu No Eres Bebesita, Eres Bebesota T-Shirt is the ultimate tribute to women empowerment, resilience, and Puerto Rican culture. This bold black cotton tee isn't just stylish—it's a declaration of strength for every powerful woman. Whether you're enjoying a fresh cup of 787 Coffee or rocking this tee out and about, you're making a confident statement.
Why This T-Shirt is a Must-Have:
Premium Comfort: Made from 100% high-quality cotton, this shirt offers unbeatable softness and durability for all-day wear.
Empowering Message: Embrace and spread a message of self-confidence and inner strength every time you put it on.
Versatile Fashion: Ideal for casual outings, coffee shop runs, or simply relaxing at home, this shirt pairs perfectly with your favorite coffee drink.
Puerto Rican Pride: Celebrate your connection to Puerto Rican culture with this iconic, coffee-inspired apparel.
Exclusive Offer: When you buy the Tu No Eres Bebesita, Eres Bebesota T-Shirt, enjoy free shipping on all U.S. orders from 787 Coffee! Available both online and in-store, this limited-edition tee makes the perfect addition to your wardrobe.
Bonus: Pair it with your favorite bag of 787 Coffee beans—like our signature Rum-Infused Coffee or Specialty Arabica Beans—to complete your Puerto Rican coffee experience. Get your T-shirt and coffee today, and wear your empowerment with pride!
With empowering apparel and delicious coffee, 787 Coffee offers a unique blend of fashion and flavor. Don’t miss out—join the movement today and shop now!
————————-
Subscribe & Get a Surprise T-Shirt Every Month! | 12-Month T-Shirt Subscription by 787 Coffee
Love coffee and unique apparel? Subscribe to our 12-Month T-Shirt Subscription and receive a surprise coffee-inspired T-shirt delivered to your door every month! Each tee is designed to celebrate coffee culture, empowerment, and bold self-expression—perfect for coffee lovers and trendsetters alike.
What You’ll Get:
12 Exclusive T-Shirts: A new, limited-edition T-shirt every month, designed by 787 Coffee, inspired by coffee and Puerto Rican culture.
Free Shipping: Enjoy free delivery on every surprise T-shirt for the entire year!
Limited-Edition Designs: Each tee is unique and won’t be available in stores—only for our subscribers.
How It Works:
Sign up for our 12-month subscription.
Get a fresh, bold coffee-inspired T-shirt every month.
Wear your love for coffee and empowerment all year long.
Don’t miss out on these exclusive designs—subscribe today and treat yourself or the coffee lover in your life to a year of surprises!
Where We Are Going
We are building the next chapter:
More coffee trees. MORE COFFEE.
More cabins.
More bakery production.
More eggs.
More events.
More eco-tourism.
More sustainability.
More jobs for Maricao.
More opportunities for Puerto Rico.
More leadership for the world.
We don’t just want to grow coffee.
We want to grow leaders.
We want to grow humans.
We want to grow change.
This is not story telling.
This is story living.
Thank you, leaders.
Thank you for being part of this journey.
Thank you for your resilience.
Thank you for believing in people.
Thank you for choosing service over ego.
Thank you for leading the 787 Coffee movement with heart.
Let’s continue pushing boundaries.
Let’s continue creating greatness.
Let’s continue living the story.
Be a CAFFEINATED HUMAN.
Be a creative human. Be a good human.
Be a NuevaYOL Caffeinated Human.
Bring the magic of Puerto Rico wherever you go with our Take Me to Puerto Rico sticker!
This 3x3-inch sticker is perfect for your iPad, computer, mugs, or suitcases, showcasing the vibrant spirit of our beautiful island. Featuring illustrations of classic Puerto Rican culture—quesitos, alcapurrias, sunsets, beachlife, the iconic coquí, and of course, 787 Coffee—this sticker is a tribute to the sights, sounds, and happiness that make Puerto Rico the Island of Enchantment.
Whether you're reminiscing about a tropical vacation or showing off your love for Puerto Rico, this sticker is the ultimate souvenir and statement piece. Brighten your day with a touch of the Caribbean and proudly represent Puerto Rican culture wherever you go!
Perfect for:
- Personalizing your iPad, laptop, or water bottle
- Adding a burst of color to your coffee mugs or suitcases
- Sharing your Puerto Rican pride and love for 787 Coffee
Get your Take Me to Puerto Rico sticker today and carry the island vibes with you!
Visit your local 787 Coffee location and experience firsthand how we're implementing these innovations. Ask us about the origin of the coffee you're drinking. Try something new. Engage with our baristas about their craft. You'll taste the difference that HOST Milano-inspired innovation makes.
Explore our online shop at 787coffee.com to discover our carefully curated single-origin selections, new RTD innovations, and home brewing equipment that brings café-quality coffee to your kitchen.
Stay connected with 787 Coffee through our newsletter, Instagram, and social media to learn about new coffees arriving, special events, and behind-the-scenes stories from coffee farmers and roasters we partner with.
Tell us what matters to you. What coffee experience are you looking for? What sustainability practices matter most to you? What kind of personalization would enhance your coffee journey? Your feedback directly influences our product development and sourcing decisions.
☕ Visit a 787 Coffee location near you – Walk in today and taste HOST Milano innovation
🛒 Shop 787 Coffee online – Single-origin specialty beans roasted fresh, RTD cold brew, and more
🌱 Visit Hacienda Iluminada – Experience where it all begins in Puerto Rico
📧 Join our newsletter – Get exclusive updates on new coffees, events, and stories
Your 787 Coffee Resources
For Our Stores: NYC | Texas | Puerto Rico | New Jersey
Online Shop: Shop Fresh Roasted Coffee
Farm Visits: Hacienda Iluminada Tours
Learn More: Our Story | The Craft Behind Our Coffee
Be a caffeinated human. Win the morning.