Café de Finca: why the elite invest in coffee

Is specialty coffee a fad or Spain's next big industry? We talk with Jonathan Moral, the pioneer who founded Café de Finca 17 years ago. From his beginnings hauling 70kg sacks at the port to leading a brand that has attracted elite investors like Pau Gasol, Marc Gasol and Ter Stegen, John tells us the reality of scaling a business. In this episode we explore how to democratise a "snob" product, why Nespresso was an unexpected ally for the sector, and the physical cost of running a 50-employee company when stress gives you a serious health warning.