I wrote this text in the electronic magazine of El Café de Avelino and titled it The living substance that feeds our identity: Imagine that for breakfast you prepare a mixture of freshly roasted beans in express style and cinnamon, ground for the French press. For lunch you prepare a mixture of freshly roasted beans in American and Viennese style, ground for a filter coffee maker. For lunch prepare a blend of freshly roasted beans in Viennese and express style, ground for mocha or espresso machine. For the snack prepare a mixture of freshly roasted beans in Italian and Cuban style, ground for sieve or strainer, already extracted add milk.Now think about the possibility that you can no longer taste your favourite flavour, because coffee has become extinct. Could you sit back and enjoy reading this electronic magazine?Coatepec's identity was forged by the production and export of coffee during the 20th century. The rest of the world still identifies Coatepec as the land where the best coffee in the world is produced. And when you visit us, you will see that the worst coffee in the world is drunk in Coatepec. This is due to our culture as producers as opposed to the culture of consumers in developed countries. The way to get a little closer to what they have evolved in terms of technology and information about coffee is precisely by creating a culture of consumers.Only one small but fundamental detail should not be overlooked. Coatepec is losing its identity because coffee is becoming extinct. Therefore, it is imperative to revalue the region within a globalized world. In this infinite process of adaptation, very valuable people have joined us, who have made transcendental contributions to keep alive the substance that gives us identity as co-tepecans: coffee. Some of them are not originally from these lands, but they adopt this new way of seeing things, when tasting the quality they do not want this to be lost and disinterestedly offer their support from their perspective.We have reached the point where the multiplying effect begins to take place, we must strengthen the resistance so as not to die in the attempt. The commitment to quality becomes doubly important in order to maintain the mission of offering the best to informed clients, which has been created throughout this time. It is time to value coffee in all its dimensions, so that it remains the axis around which our lives revolve.This is what El Café de Avelino does to keep alive the substance that feeds our identity: Contact coffee producers who are committed to quality in special places in Xico, Teocelo, Cosautlán, Coatepec, Jilotepec and Chavarrillo in the state of Veracruz.2. Carry out a study of the location of the coffee farms to gather specific information about the height, type of soil, the varieties planted, the flora and fauna that coexist in these orchards.3. Monitor the coffee from harvest through processing in the wet and dry mills to parchment, tasting a representative sample from each batch to assign a descriptive profile of aroma and taste.4. Buy the coffee directly from the producer and pay for it as an economic incentive.5. Sort the green coffee to obtain the most uniform and dense beans, discarding the empty and inferior ones.6. Roast small batches every day to ensure that each of the six styles of coffee has the required freshness: cinnamon, American, Viennese, espresso, Italian and Cuban.7. To offer a variety of roast blends to satisfy the consumer's taste. Among the taster's proposals are the mixture of breakfast, lunch, snack and extract. But the most important is undoubtedly the one that gives you the maximum pleasure.8. Grind the coffee according to the coffee maker in which it is to be prepared, as each method exerts a different extraction depending on the roast and degree of grinding. This is different for a filter coffee maker, a French press, an express mocha or for the pot.