Today, we continue to focus our efforts on the promotion of coffee culture, creating, at the same time, its own and differentiated image of coffee and its world and directing the message to the coffee industry, as the first manipulators of the subject at destination; to baristas and hospitality, as specialists in the preparation and service of coffee; to the media, as key pieces in the dissemination of information; and the rest of the population in general, as consumers of this product.