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Right when they were starting out as a farming group, they had a well-known big importer who was going to buy their coffee. Just as they were about to ship it, the price of coffee crashed and the importer said the coffee didn’t taste good, though other people who had tasted the samples said it was excellent. After speaking with professionals, Weiner realized the importer didn’t want to be stuck with expensive coffee since the price had just crashed. Weiner didn’t want to fail, so every night he wrote to ever single roaster he could find. He was able to find roasters to buy the coffee and they loved it. They decided that their model would be to work with roasters, which Weiner said made them stronger in the long run. “We almost went bankrupt and failed, but we were able to turn it around through very, very hard work and perseverance.”