Beneficio Monterrosa
Online shop for a coffee mill in Naranjo, built around origin and cup profile rather than price.
What it solves
- Every coffee is presented by process, roast and cup notes, which is how people who pay for specialty coffee actually buy.
- Three lines with different logics: traditional, specialty, and green coffee for export.
- Origin (own farms between 1,200 and 1,450 m) is the sales argument, not a footnote.
Beneficiadora Monterrosa produces Café Tres Naranjos on its own farms in Naranjo, Alajuela, between 1,200 and 1,450 metres above sea level. Volcanic soil, selective harvest, their own mill: the entire chain is controlled in-house.
That’s exactly the argument a coffee shop needs to know how to tell, and it’s what generic coffee shops usually lose.
Selling specialty coffee isn’t selling coffee
People paying for specialty coffee don’t compare price per kilo: they compare origin, process and cup profile. A product that only says “Ground coffee 340 g” is competing in the wrong category.
So every product is presented with what actually drives the purchase:
- Process: washed, honey, natural
- Roast: City, medium, dark
- Cup notes: the creamy, chocolatey profile of the traditional line, the specific notes of each limited edition
- Score: where the lot has one (85+ on the specialty editions)
Three lines, three logics
Traditional. Washed coffee, City roast, for daily drinking. This is the volume.
Specialty. Scored lots and limited editions. This is what builds reputation and justifies the price of everything else.
Monterrosa Blend (green coffee). Unroasted. An entirely different buyer (roasters and export) with different quantities and a different conversation.
That separation avoids the usual mistake of dumping everything into “our products” and letting the customer guess which one is for them.
How it’s built
WordPress with WooCommerce on Astra, laid out in Elementor plus Essential Addons, with tooltips for the tasting notes and WPForms for enquiries. Hosted on Hostinger with LiteSpeed.
Unlike the other two projects, this one does have direct online purchase: coffee sells by the unit, at a fixed price and without negotiation, so a full checkout makes sense.