Jorge Rojas, a 4th gen coffee producer from Planadas, Tolima, is renowned for his work in specialty coffee. He manages Finca la Roca, a 3 hectare farm, where he cultivates varieties such as Caturra, Geisha, and Pink Bourbon. He has been a finalist in the COE, through his innovative fermentation and drying techniques. Jorge works closely with his family and plans to expand by constructing a wet mill to process cherry from neighboring farms.