Episode Details

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In this episode of The Intentional Agribusiness Leader, Mark sits down with Adam Jason, Co-CEO of the Green Coffee Company, for a fascinating conversation about entrepreneurship, international agriculture, capital markets, and what it takes to build a business across cultures and continents.

Adam defines intentionality simply:

Know where you want to go.

The path may not be straight. There will be twists, setbacks, and unexpected opportunities. But intentional leaders create clarity around the destination and continue moving toward it.

Adam’s journey is a perfect example.

Originally a capital markets attorney advising Fortune 500 companies, boards of directors, and public offerings, Adam found himself at a crossroads familiar to many high performers:

Stay on the traditional path—or build something of his own.

What started as a month-long trip to Colombia ultimately became a life-changing opportunity. Through a chance introduction, Adam became involved in what would eventually become the Green Coffee Company, helping transform a fragmented agricultural market into the largest coffee operation in Colombia.

A major theme throughout the conversation is this:

Opportunity often lives where complexity exists.

Building a business in rural Colombia required much more than financial expertise.

It required:

• Navigating cultural differences
• Building trust in local communities
• Working across language barriers
• Understanding family-owned agricultural operations
• Earning credibility through action over time

Because in many coffee-growing communities, business isn't just business.

It's family.

It's legacy.

It's identity.

The conversation also highlights a powerful entrepreneurial lesson:

Sometimes the market tells you what it needs.

The Green Coffee Company wasn't built around a love of coffee alone.

It was built around recognizing investor demand.

Investors wanted:

• Hard assets
• Agricultural exposure
• Cash-flowing opportunities
• International diversification

Coffee farms became the vehicle that connected those needs with a growing opportunity in Colombia.

As the business evolved, so did the vision.

What started as an agricultural investment thesis became a vertically integrated coffee enterprise with production, sourcing, processing, branding, and distribution capabilities.

Today, the company manages approximately 10 million coffee trees across 10,000 acres and sources additional coffee from thousands of surrounding growers.

The episode also explores one of the company's biggest strategic moves:

Securing the North American rights to the iconic Juan Valdez coffee brand.

Rather than spending decades building awareness from scratch, Adam and his team saw an opportunity to leverage one of the most recognizable names in coffee and pair it with their own production capabilities.

It's a reminder that growth isn't always about creating something new.

Sometimes it's about recognizing the value that already exists.

Another key theme throughout the episode is scale through partnership.

Rather than acquiring every available coffee farm, the company is increasingly focused on supporting smaller producers by purchasing coffee directly from local farmers and integrating them into a larger ecosystem.

The result:

• More opportunity for local growers
• Greater efficiency for the business
• Increased scalability without massive capital investment

The episode closes with a