Luz del Carmen
Luz’s Story of Technology and Transformation
By Lauren Morris
Luz del Carmen Suárez Puelles never imagined she’d find her calling in the coffee fields of Chirinos, Peru. Born in the busy city of Jaén, Luz grew up in a family of merchants. But when she moved to Chirinos 18 years ago, a love for coffee and the land took root. “We city folks don’t know much about coffee,” she says. “But from the moment I started working here, I fell in love with it.”
Luz began her journey in the coffee industry as an accounting assistant and later completed agricultural studies at a technical level. She quickly saw the potential for women to play a bigger role in coffee. Back then, the cooperative had fewer than 20 female members. Today, 217 women are part of the Prosperidad de Chirinos Cooperative, representing 827 farming families. “There weren’t many female members in the past, maybe 10 or 12,” she says. “Now there’s 217 of us. We represent about 827 coffee farming families.”
“There weren’t many female members in the past, maybe 10 or 12,” she says. “Now there’s 217 of us. We represent about 827 coffee farming families.”
A key part of this shift has been Farm Direct, a digital platform introduced by Producers Direct to connect farmers with buyers. For Luz, it’s made a real difference. “If we have no one to offer our products to, then what’s going to happen to them? They go to waste and we end up losing the money we invested,” she explains. “I’ve found it very helpful because I can sell my products, and I can also become a buyer myself.”
The technology isn’t just about making sales easier. It’s about making farming more reliable. “Before, I’d wait for customers to come and tell them my farm’s produce is organic. People knew by word of mouth,” Luz says. “But the app has been very helpful because it allows me to sell directly.” She now sells a range of produce, including milk, cheese, vegetables, and even guinea pigs.
“The app has been very helpful because it allows me to sell directly.”
Farm Direct has also given Luz greater independence. At first, her husband wasn’t convinced. “In the beginning, he was a bit uncomfortable,” she says. “He didn’t understand this about me selling. But I explained to him things had changed.” Over time, he saw the benefits, and now even helps with orders. “Sometimes he even tells me, ‘Hey, we’re missing this; order it,’” Luz adds.
The extra income from the platform has also given Luz more control over household finances and decisions. “We, as women, are worth a lot,” she says. “Women also help our families move forward, and even more so if your partner supports you.”
“Women also help our families move forward”
Farm Direct also helps farmers adapt to challenges like climate change. By diversifying her crops and selling efficiently, Luz has found ways to stay resilient. “Diversification helps because you can adjust your activities to different seasons,” she says. “You test what works and what doesn’t. What has a good yield and what doesn’t.”
“Diversification helps because you can adjust your activities to different seasons”
For Luz, it’s about more than just her farm. “As I said, just this August I sold the last seven or ten guinea pigs I had so I could change the lineage. I sold them through the app,” she says. “It’s easy to list products and get them sold without needing to go out and find buyers myself.”
Cafédirect, alongside Producers Direct, continues to work with farmers to make sure coffee has a future. By using technology, supporting cooperatives, and ensuring farmers get a fair deal, they’re helping producers build a business that lasts.
“Planning helps you have clear goals,” Luz says. “We don’t waste time because time is money. Years go by, youth passes, and all that remains is old age.”
Luz’s story proves that when farmers have the right tools and support, they can create better lives for themselves and their communities. Good for farmers – and for everyone who enjoys their coffee.
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