Jezreel and Jeremy Cruz - Umaga Coffee

Jezreel and Jeremy Cruz started Umaga Coffee to highlight the quality and delicious coffee grown in the Philippines. Born and raised in the Philippines, it was important for Jezreel to work with Filipino farmers and help them sustain their livelihood. The coffee beans are grown in the highlands and lowlands of the Philippines, and Umaga Coffee offers blends Arabica, Liberica (Barako), Excelsa and Robusta. Their connection to the Philippines can also be seen in the flavors they pair with their coffee, flavors like ube, pandan, and langka, flavors to share with their children and the community. The Umaga Experience was their way of introducing the brand, pairing each coffee blend with a sweet treat, and collaborating with fellow Fil Am entrepreneurs. For Umaga Coffee, it’s about cultivating culture with the community.

umagacoffee.com
@umagacoffee

What is the inspiration behind Umaga Coffee?
My husband and I are avid coffee drinkers and slowly, we started looking into the coffee business. We found out that the Philippines is one of the top producing coffee in the past but for some reason, farmers didn’t have the resources to keep up with the production of high quality coffee beans. Hence, most people know that coffee is coming from South American countries such as Columbia, Argentina, Nicaragua etc. So we wanted to contribute to help Philippine coffee be recognizes again as a country that produces high quality coffee.

What makes Filipino coffee special?
Filipino coffee is special because they are grown in different areas in the country with the ideal climate and rich soil both in the lowlands and in the mountain regions. Thus, producing a distinct taste and rich flavor.

How did you create your coffee blends? 
We started by describing the specific taste and flavor of coffee that we personally enjoy. We experimented mixing the Arabica coffee from the two different regions and then with Robusta. And with the help of other coffee enthusiasts, we were able to come up with the blends that we think most people would enjoy.

How important is it to work with Filipino coffee farmers?
We grew up in the Philippines and we know how difficult it is to make a living as a farmer. So by working with them, we help in sustaining their livelihood which provides us a sense of fulfillment and accomplishment.

How do you pair Filipino flavors and desserts with coffee? 
If you love coffee, it goes with everything. Since it is coffee grown by Filipinos, its best to pair it with flavors that are known to Filipinos. I was born and raised in the Philippines and I have rich memories of flavors I so much enjoyed during my childhood that I’d like people to experience especially my children. It’s easier to introduce flavors in forms that are familiar to the public. I think of food that is common and modify the recipe so I can add these flavors. I don’t actually want to present it as if I came up with this idea. I want to be creative so I can introduce the flavors. Pancakes are common American breakfast but adding the Filipino flavors will bring out a different experience. 

And what are some of your favorite Filipino flavors?
Our favorite flavors are ube, langka, pandan, guava and malunggay.

What has been the response to your coffee?
-They love the aroma and taste of the coffee. 

-Some people that use coffee creamers said they can drink it black.

-It’s competitive with other coffee brands.

Why did you create the Umaga Experience? Are you excited to collaborate with fellow Fil Am entrepreneurs to produce this experience? How important is working with fellow Fil Ams?
We created the Umaga experience to introduce our brand, the Filipino coffee and other Filipino flavors. We are very excited to collaborate with other Fil Am entrepreneurs because they have the experience and knowledge we need to succeed in this venture. Its important to work with fellow Fil Am because we share the same passion, we can exchange ideas and knowledge in understanding what is appealing to our audience and what they are looking for. 

Who/what is your biggest driving force?Our biggest driving force is our family. Right now we are just at the beginning of our business. However, our kids are already talking about how they can get involved, sharing their ideas and visions on how they can be a part of the business.  We are super excited of what Umaga Coffee could potentially become.

Do you have any upcoming pop ups or events?
We have several events lined up already for the upcoming months. We have a few coming up again here in the LA area in April for Easter and Mother’s Day, then possibly another one in June about Wellness and then A Summer Tasting Event. In Bakersfield, we have a Kamayan Event and another Summer tasting event in June.

Photos courtesy of Jerzeel Cruz