Juan Luis Salazar Cano, founder and CEO of the social enterprise La Coop Coffee Company, has deep roots in the Guatemalan coffee industry. An agronomist and the son of a coffee farmer from Union Cantinil, Huehuetenango, Guatemala, Juan Luis brought together a group of coffee farmers from his hometown in 2006 to form the Asociacion de Caficultores de Union Cantinil (ASOCUC) with the goal of empowering farmers to earn a fair price for their specialty coffee. Juan Luis founded La Coop with the goal of directly sourcing coffee from ASOCUC, and eventually other smallholder farm cooperatives around the world, to offer producers the fairest possible price for their coffee.