Finca Rosma is located in San Pedro Necta, high up in Huehuetenango’s Sierra de los Cuchumatanes. It was acquired by Don Alejandro Morales in 1963. His son Fredy renamed the farm Rosma, short for his wife Rose Mary. He built out the infrastructure; a road, a water pipeline, a wet mill. When the third generation, Alejandro and Fredy, took over, they had a clear vision for Finca Rosma. They focused solely on export of specialty coffee (85+). To achieve higher prices, they made Cup of Excellence a priority. They know that the combination of very high altitude (2000 masl), the hot winds from the Mexican plain and the rich soil, could produce an outstanding cup. Initially this process was frustrating, but with every disqualification, they learnt which aspect of farm management or processing to improve. Finally in 2010, they achieved 2nd place with their Gesha. Ever since, they are a recurring top 5 finisher. Winning COE has brought them international recognition and high demand.