Cherry Cruz
“I’m scared to be honest, but I’m happy.” Cherry Cruz, founder and CEO of Curve Coffee Collaborator (Curvey Quality Competition) shared what she won and won in the history of PCQC.
Just the day before, Rodyo Tacdoy’s, a 22-year-old farmer from Benguet, ranked in the top 1 in the Arabica category, with his beans scoring 84.38 cupping scores.
Mr. Tuckerdord didn’t know that his outstanding victory had put things in trouble.
“This is the moment we are waiting for meaningful interventions in the north,” Ms. Cruz shared. She added that the northern region is “a region with a longest lack of awards” and has “heirloom varieties are threatened by extinction.”
“Then, it was a brave and humble, energetic and driven young farmer… under his father’s years of guidance, a love for the land they owned, a desire to make a difference. We must support him.”
As fate has, Mr. Tuckerdo sat behind the curved QITS Nalugon, wondering why the mung bean hunter didn’t bid throughout the auction. He is waiting.
“The last 3 seconds, the first 1 second, doon lang ako nagtaas ng paddle. doon na nag-start yung Rally until Umabot Na Ganoong Kalaki Ang Bidding,” Mr. Narugan said.
His heart bidding, he was convinced: Yun Lang Talaga Yung Hinihintay Ko. Of 12 Masasabi Mo Talagang should get Niyang Maging #1. ”
In the final auction price of P9,900, Mr. Tuctor made more than one million pesos with the award-winning record-breaking Benguet Arabica.
Ms. Cruz described it as a “bet on the future of Filipino coffee” that she has always been willing to make.
Ms. Cruz shared: “I told Rodio that it is possible that he can support his community from producers to other farmers’ coffee processors.”
Mr. Tacdoy is in progress in the guidance of the curve, holding a post-harvest course in Bukidnon. He learned the best farm practice and met with young, progressive farmers like Marvin and Eljean Dagohoy. Mr. Nalugon taught him quality assessments and provided agricultural-related insights, no less than Renjie Lucas, whose deep expertise in coffee farming interventions stems from his collaboration with the USDA-funded ACDI/VOCA-Philcafe (Promotion of Philippine Coffee and Farm Enterprises) project.
Ms. Cruz has been pursuing this sustainable, influential change. The only other PCQC 2025 coffee they bid for is Samuel Ochea Jr.
“Over the years, many BARMM farmers have been excluded from many training and farm interventions. But they have great coffee. So why not give them the platform and spotlight they deserve?” she shared on Facebook post. “I hope this winning moment is a light bulb moment for many people.”
Both origins are Pinoy coffees tasted at the recently held Wofex Manila F&B Fair.
“It fits the reputation. It’s related to what I’m tasting there,” shared by Tacdoy’s coffee lover.
“Kaya Niyang Makipagsabayan worldwide. Yung price na binayaran mo ditoit’s totally worth it. ” said another person.
Additionally, Mr. Tacdoy’s coffee is for sale: P9,900/kg or 50 grams of P495, 100G of P990 and 250 grams of P2,475.
All proceeds from Tacdoy’s Coffee will go to the young farmers and will be farmed back to his farm to grow his business.
“ malaming, malaming salamat po sa curve. Malicious tulong po sa akin kasi makakapag-eyvate po tayo ng facility para makapag-process muli ng ganoong quality ng kape,” He proudly shared.
With its own core, curves (with its own farms, roasters and cafes) regularly improve the lives of people in the Philippine coffee ecosystem.
This has been recognized by the California-based nonprofit Coffee Quality Institute (CQI). They appointed Cruz Educator of the Year (2025), which made her the first Filipino to receive a prestige award. They cite her “huge impact” on her community, industry, and country, even the entire “Southeast Asian community in coffee”.
Emma Sage, Director of Educational Resources at CQI, Cherry Cruz Cruz educator presented her immeasurable contribution to the area’s coffee community.
Mr. Tuckerdo is now part of Ms. Cruz’s growing positive influence. He’s ready for his moment on the coffee stage.
Follow Curve Coffee Collaborators on Facebook and Instagram. Know more www.curve.coffee.
Spotlight is a sponsored part of BusinessWorld, which allows advertisers to expand their brand and connect with BusinessWorld’s audience by posting stories on business world sites. For more information, email us to inline@bworldonline.com.
Join our Viber for more updates, and subscribe to the title of BusinessWorld and get exclusive content via www.bworld-x.com.
