In 1963, Don Alejandro Morales planted the first Bourbon and Typica trees on what would become Finca Rosma. Back then there was no road in, everything moved by mule, and reaching the farm meant an hour's walk. When his son, Dr. Fredy Morales, took over in 1980, he set out to change that, working with community leaders in Caserio Buena Vista to build the road the area still relies on today. He also piped fresh spring water five kilometers to the farm, unlocking an ecological wet mill and a new level of quality in the cup. 

The results speak for themselves: second place at the 2010 Cup of Excellence, repeat top-20 finishes, and National Winner honors in 2015, 2016, and 2019, plus Presidential Order recognition for Rosma Gesha three years running. That success drew overseas buyers to Huehuetenango looking for more than Finca Rosma alone could supply, so Fredy founded Rosma Coffeelands, bringing neighboring smallholders together to export exceptional coffee as one.