Internal Expertise, Global Vision: Welcoming Roxana Lara Pallares to ElevaFinca

We’re pleased to introduce a key new member of the ElevaFinca team: Roxana Lara Pallares, who recently joined us as Commercial Operations Manager.

This newly created role strengthens the connection between origin operations and international markets, reinforcing our commitment to professional, transparent, and traceable trade relationships across borders.

With over 15 years of international logistics and supply chain experience, Roxana brings a deep understanding of global markets and a hands-on approach to building efficient systems that work across origin teams, joint ventures, and buyers. Based in Québec, she has managed exports across Latin America, the Caribbean, and Europe, and now applies that perspective to better align our internal operations with the needs of our global partners.“What drew me to this role was the opportunity to apply my operational experience to a product with such human and social value. Specialty coffee is complex, but deeply meaningful, and ElevaFinca’s mission to link transparency, efficiency, and purpose really resonated with me,” Roxana shares.

Operational Improvements Already Underway

Since her arrival, Roxana has begun implementing a new digital management system that centralizes documentation and information, reduces dependency on multiple intermediaries, and clarifies internal workflows. While the technical details remain internal, the result is a more structured and agile operation that enables:

• Better internal visibility across origin teams and joint ventures

• Clearer coordination between origin, operations, and commercial teams

• Faster, more consistent responses to client requests

  
  

“It’s not just about technology. It’s about helping teams work with the same information and speak the same operational language,” says Roxana. “When information is clear internally and externally, it directly improves how we serve our clients.”

Building for the Future

Roxana is particularly inspired by the passion and care that go into producing high-quality coffees. That human dimension motivates her to work with empathy, diligence, and precision, recognizing that strong internal systems ultimately support both the people at origin and the trust of our clients.

“ElevaFinca is a long-term strategic partner to international clients,” she adds. “My focus is to strengthen our internal systems in support of that role, while preserving the human values that guide our work.”

A Message to Our Partners

Roxana closes with this note:

“We are fully committed to building relationships rooted in trust, transparency, and clear communication. My goal is for every interaction with ElevaFinca to be efficient, reliable, and respectful, for the coffee and for the people behind it.”

Please join us in welcoming Roxana to the ElevaFinca community. We look forward to the journey ahead.