Peace, Love, and Beans
Where we come from, in a cup
Our first roast and the reason ¿Por Qué No? exists. Peace, Love, and Beans is a washed single-origin Arabica from India’s Araku Valley — a misty highland in the Eastern Ghats where farmers grow coffee under native forest canopy the way they always have: no chemicals, no shortcuts, just the land. Notes of jaggery sweetness, milk chocolate, citrus, and red berries. The coffee that made us ask: why not India?
The Producer
Araku Valley Farmers
Smallholder Farms
Araku Valley, Eastern Ghats, India
Farm size: Small family plots
Est. 1898
Araku Valley coffee is grown by farming communities across the Eastern Ghats of Andhra Pradesh, India. Families cultivate small plots under native forest canopy — shade-grown among silver oaks, jackfruit, and mango trees. Chemicals have never been used here; organic isn’t a certification, it’s just how they farm. The farmers own the produce, profits return to communities, and coffee cultivation has helped reverse deforestation in the region. A GI-tagged origin that’s earned international recognition.
The Journey
Harvested
Dec 2025 – Mar 2026
Hand-picked by farmers in Araku Valley, Eastern Ghats
Processed
Jan – Mar 2026
Ferment-washed, sun-dried on raised beds under forest canopy
Sourced
Mar 2026
Sourced locally in Austin, TX
Roasted
Apr 2026
Small-batch roasted in Austin — our very first roast
Your Cup
Brewed fresh by you — batch #1
Harvested
Dec 2025 – Mar 2026
Hand-picked by farmers in Araku Valley, Eastern Ghats
Processed
Jan – Mar 2026
Ferment-washed, sun-dried on raised beds under forest canopy
Sourced
Mar 2026
Sourced locally in Austin, TX
Roasted
Apr 2026
Small-batch roasted in Austin — our very first roast
Your Cup
Brewed fresh by you — batch #1
The Details
Processing
Washed
Varietal
Selection 9 & Cauvery
Elevation
1,000–1,400 masl
Roasting
Our Roast
Lot
Spot Lot
Harvest
December 2025 – March 2026
The Process
Washed Processed
Hand-picked at peak ripeness by farmers across hundreds of villages in the Eastern Ghats. Cherries are depulped and ferment-washed using traditional methods — clean water, careful timing, no additives. The parchment is then sun-dried on raised beds under the forest canopy. This washed process strips the fruit layer to reveal the bean’s natural clarity: a bright, clean cup with jaggery sweetness and citrus that’s unmistakably Araku.
Tasting Notes
Flavor is subjective — your palate might pick up something totally different (and that's the fun part).
Roaster's Note
“This is the coffee that started everything. We grew up on Indian filter coffee — the kind that was always brewing at home before we even asked for it. When we tasted Araku Valley for the first time, it clicked: Indian coffee doesn’t just belong on the world stage, it deserves the spotlight. We sourced these beans locally right here in Austin, roasted them light-to-medium to let the origin speak, and named it Peace, Love, and Beans because that’s what this is about — good people, good coffee, good vibes. This is batch #1. The one we’ll always remember.”
— The ¿Por Qué No? Team
Price Transparency
$20
Where your money goes when you buy a bag.
Farmers
38%
Import & Sourcing
20%
Roasting
22%
¿Por Qué No?
20%
38% goes directly to the farmer — that's $7.60 per bag, well above commodity market rates.
Coffee School
The story behind Peace, Love, and Beans
Origin, processing, and the people who grew this coffee — listen to the deep-dive on Araku Valley, India.
Washed Processing: Clarity in a Cup
3 min · Pulp removed, fermented, rinsed — why the washed method is considered the gold standard for showcasing terroir.
The Smallholder Story
5 min · Most of the world's coffee comes from farms under 5 hectares. What that means for quality, price, and the people behind your cup.
From Cherry to Cup: Where Your $20 Goes
4 min · Breaking down the supply chain — farmer, importer, roaster, brand — and why transparency matters.
$20
12 oz bag — dropping in the shop soon, stay tuned!