HACIENDA ILUMINADA — STORY LIVING, NOT STORY TELLING
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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.
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.
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.
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.