Central America Wholesale Coffee Beans. Part 1 Guatemala Coffee | A Cup Of Change Sadly in the coffee industry, no term exists for coffee such as “Who Grew My Coffee” or “Who Roasted my Coffee”. This Branding idea came about for “A Cup Of Change” to tell the true story of how Guatemala Coffee Growers and Roasters lack the ability to sell directly to consumers. and why prior they have been paid little to nothing for the premium, shade-grown small growers and roasters should be able to offer consumers.