For over four years, I held back from launching my brand—a brand grounded in passion, business ethics, and meaningful impact. Mainly because I struggled with doubt about our industry’s ability to show up authentically. Through the ups and downs of broken promises, conflicting goals, and inevitable disappointments, I came to realize that despite these challenges, I still wanted to move forward—to create something meaningful, something with purpose. In today’s polarized social media climate, values like compassion, promise and friendship are often misunderstood—seen by some as idealistic philanthropy and by others as inflexible principles. I often wondered if people would see them as I do.
Throughout my journey in coffee, I’ve been fortunate to learn from many inspiring individuals who’ve profoundly shaped my path. Their lessons have not only challenged me but often redirected my course. Tim Wendelboe and Benjamin Paz taught me the importance of transparency and radical honesty in pricing structures. Felipe Croce and Claudia Lovo shared their wisdom about agronomy and the power of community building. Angel Arturo Paz and Nolan Hirte cupped and described coffees with an unmatched precision that has forever influenced my palate. Ricardo Azofeifa Mora, Rebeca Moya, and Tim Willems showed me the value of genuine friendships, hosting me with the kind of warmth that feels like family—where meals are shared and problems are tackled constructively. These lessons and relationships are the foundation of change of tone, just naming few.
In nearly two decades in coffee, I’ve seen it evolve in extraordinary ways, but I’ve also witnessed its challenges: price volatility, unstable trade structures, and the toll these take on producers. These experiences have left me asking, how can we do better? How can we create a closer, more human supply chain? change of tone was born to address these questions.
This platform is for those who see coffee as more than a product. It’s for those who believe every cup carries a story that begins with the hands that grow it and flows through to those who roast, brew, and enjoy it. change of tone seeks to make these stories visible, connecting producers and roasters through direct, transparent trade. Our mission is to foster lasting relationships between roasters and producers and provide the resources and stability producers need to thrive.
Here, you’ll find more than coffee. You’ll find transparency woven into every step. With our tools and insights, roasters can see exactly where their investment goes, how it impacts farms, and how it raises farm-gate prices. Together, we can make this industry stronger, fairer, and more sustainable.
Thank you for being here, for trying our coffees, and for joining me at the beginning of something deeply personal. I’m honoured to take this journey with you—one rooted in respect, one cup at a time.
Let’s create a change of tone. Together.
With love and gratitude,
Damian Durda
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