To start a coffee brand in Ecuador, lock in compliant sourcing and fast-track permits, then build a sales-ready SKU. Begin by cupping lots in Loja, Zamora-Chinchipe and Manabí, contracting cooperatives (e.g., APECAP/FAPECAFES) with quality premiums tied to SCA scores and moisture 10–12%. Choose model: specialty microlots (84+ SCA, 250 g valves) or retail blends (1 kg), and define roast profiles. Incorporate with the Superintendencia de Compañías or register as a sole proprietor, obtain your RUC with SRI, enable electronic invoicing, and open a USD business account. For production, secure a roasting/packaging site that meets BPM; obtain ARCSA sanitary notification for roasted/ground coffee and assign GS1 barcodes. Labels must comply with NTE INEN 1334 (Spanish, ingredient, net weight, lot/expiry, manufacturer and RUC, storage, country of origin). Register your trademark at SENADI. Price with a target 50–60% gross margin after green coffee, loss, packaging, labor, logistics, and IVA; validate retail price points in Quito/Guayaquil cafes and Supermaxi. Launch omni-channel: cafés and hotels, Mercado Libre/Rappi, and B2B office accounts; fulfill via Servientrega/Urbano. For export, register in ECUAPASS with SENAE, use a Cámara de Comercio certificate of origin, and secure Agrocalidad documentation as applicable; ship through Guayaquil with ProEcuador support and negotiate freight rates.
