Slow pace down to enjoy the savor of interesting and brilliant life!

Brand Story

The 9th century Ethiopian legend has it that in the Kaffa Forest of southwest Ethiopia, there was a shepherd boy named Kaldi. One day, Kaldi noticed his goats prancing about excitedly and dancing with delight after chewing some unknown red berries from the native bushes. Intrigued, Kaldi tried some of the berries and they filled him with so much energy that he could not help but dance alongside his goats. The berries added spice to his otherwise boring life and he became the happiest goatherd in the world.

When a monk from a nearby monastery observed the strange behavior of the boy and his goats, he asked Kaldi to present the berries to the abbot of the monastery. However, the abbot dismissed the story of magical berries as utter nonsense, and threw them into the fire. Before long, a pleasant aroma filled the room. Realizing that the enticing fragrance was from the roasting beans inside the berries, the monks took out the beans, mashed them up and boiled them to make a beverage.

Consuming this energizing beverage with thousands of refreshing flavors thereafter became a ritual of the monks during their nightly prayers. This black drink was introduced into the Arabian Peninsula called Qahwa in the 15th century, and then brought into Europe as coffee in the 17th century. Thus, the dancing goats and the boy Kaldi revealed the secret of the invigorating drink made from magic berries, and are known as coffee’s original discoverers. As the trademark of COFFEELAND, the Blue Goat not only highlights the legend of coffee’s genesis, but associates a cup of aromatic coffee with the happiness of indulging in the serene nature of a blue sky over green land.


Coffeeland’s roasters and technicians utilize automated equipment throughout the production process, from green bean storage, cleaning, and roasting, to quality control and packaging, ensuring proper execution every step of the way.

Our advanced warehouse and storage system prevents contamination, keeping green beans stored at the optimal temperature and humidity level, ensuring the freshness of the coffee. Before roasting, the green beans go through a color sorter and destoner to remove defects, stones, and debris. They are then sorted by size and weight, singling out the highest quality green beans with the most abundant aromatic precursors to be used as the basis of our delicious coffee. The carefully selected green beans then enter the roasting area, where the roast master selects the optimal roasting profile based on the origin and the specific character of the beans, transforming them into flavorful roasted coffee.