By the time Rich Watanabe took his first sip of freshly brewed Sagada coffee, the Cordillera’s fog-draped ridges had already worked their quiet magic.
The scent of pine hung in the air, and a curl of steam rose from the tin mug in his hands. But it wasn’t just the view that lingered—it was the cup: smoky, nutty, floral, with deep chocolate undertones. It changed everything and marked the beginning of how he would help bring Sagada Philippine specialty coffee to the world.
“I was tasting the view,” he recalls. “That moment—I knew this was no longer just a passion. It was a calling.”
If you’ve ever had a sip that made the world pause, you’ll understand. Discovering Sagada Philippine specialty coffee might just be that experience. And if you haven’t, Rich’s story might lead you there.
The Man Behind Philippine Specialty Coffee
Half-Japanese, proudly Filipino, Rich Watanabe blends quiet intensity with gentle warmth. He listens deeply, moves intentionally, and carries both discipline and empathy—mirroring the very coffee he champions.
“There’s a discipline from my Japanese side—especially in detail. But the warmth and empathy? That’s Filipino.”
This duality defines SGD Coffee—a brand built on precision and soul, method and meaning.
In the Beginning: Discovering Sagada Coffee
Around 15 years ago, Rich drove north on the Halsema Highway, following his curiosity through the mountains of the Cordillera. In a remote Sagada village, he was welcomed into a modest communal facility where women sorted coffee beans by hand.
“I asked if I could taste their coffee. They handed me a cup—no fanfare, just hospitality. And with one sip, I knew everything had changed.”
The notes were wild yet elegant: pine and smoke, butter caramel and fruit, chocolate and honey.
“Before that, I liked coffee. But that was the moment I fell in love.”
He returned often. And eventually, one farmer—Gomowad “Goad” Sibayan—believed in his vision for quality. Their collaboration bore fruit. In 2017, their Sagada Philippine specialty coffee roast won a Medaille Gourmet Award in Paris.
This win came after heartbreak: a visiting “coffee expert” once dismissed Goad’s brew as not worth tasting. Goad was crushed. Rich saw it as a line in the sand.
“That moment lit a fire. We had something special. We just had to prove it.”
Unfortunately, Goad passed away in August 2017—the same year we won at the AVPA Paris competition. Yet his legacy lives on: carried forward by fellow farmers, served to guests from around the world, and celebrated in every cup of Sagada coffee that once went unrecognized but now earns international acclaim as a true Philippine specialty.
Sagada: The Soul of Philippine Specialty Coffee
Sagada is more than a backdrop—it’s the soul of this story. Home to the Applai and Kankanaey peoples, its terraced hills and pine forests are steeped in tradition and reverence for land.
Coffee here grows not in plantations but in agroforestry gardens, among vegetables, trees, and memory. It is a part of life, not commerce. A brew shared at dawn. A quiet act of welcome.
“Time moves differently here. Slower. But deeper.”
Rich didn’t impose a project. He stayed, listened, worked alongside. Through pakikipagkapwa—deep, shared humanity—trust grew. So did roots.
This spirit of care and collaboration is the foundation of what makes Sagada Philippine specialty coffee truly exceptional.
Also on Simpol: Damayan: What Mushrooms Teach Us About Feeding a Nation (June 19, 2025) dives into Sagada’s mushroom foraging, damayan, and the deeper stories of community and care beyond coffee .
Beyond the Caffeine
“I see coffee as a tool—to uplift the human spirit, protect the land, and honor culture.”
SGD Coffee was never just a business. From the start, it was a response: to neglect, to disconnection, to the idea that Filipino coffee couldn’t be world-class.
“Advocacy is daunting work. I’ve considered giving up more than once. But the dream—and the people—kept me going.”
One of the greatest challenges was responding to invisible needs: dignity, community, visibility.
“You’re dealing with decades of unmet needs. The work goes beyond beans—it’s about electricity, infrastructure, hope.”
And yet, it is through these challenges that Sagada Philippine specialty coffee has emerged as a symbol of hope and possibility.
Building from the Ground Up
SGD Coffee wasn’t built in boardrooms. It was built on dirt paths, over shared meals, and in long, unglamorous hours with farmers who became family.
“We built this one relationship at a time.”
Today, SGD and the Coffee Heritage Project work with over 70 communities. They’ve earned 12 international awards, brought electricity to remote villages, built processing centers, and created a space where farmers are celebrated as artisans.
The transformation is visible. Villages once overlooked now host cupping workshops. Roads have been paved. Harvests sell out. Wi-Fi connects farmers to markets—and to each other.
From these small beginnings, the recognition of Sagada Philippine specialty coffee has grown into a national and international celebration.
“From a handful of believers to hundreds of partners—this work has become my life’s meaning.”
A Local Cup with Global Depth
The Philippines produces only a fraction of the world’s coffee. But what it lacks in volume, it makes up for in character.
“In Sagada, you taste the land—pine, altitude, history. It’s unlike anything else.”
While global producers benefit from scale and support, SGD Coffee proves that intention, integrity, and identity can be just as powerful. At its best, Sagada Philippine specialty coffee offers something no mass-market blend ever could: terroir, tradition, and truth.
The Next Generation of Philippine Specialty Coffee
Across the Philippines, young people are reshaping coffee culture. Cafés have become centers of storytelling. Brew methods are studied. Origins matter.
“People want to know their coffee’s backstory. They’re rediscovering local.”
This curiosity is powerful. It invites a deeper kind of pride—and a more conscious way of consuming.
“The younger generation is reconnecting coffee to identity. And that’s how real change begins.”
For many, discovering Sagada Philippine specialty coffee has become a gateway to cultural connection and craft appreciation.
Morning Rituals, Everyday Meaning
At SGD’s roastery, every day begins with a cup of espresso. It’s both test and tribute—a way to ensure that every batch reflects the care it deserves.
“It calibrates the roast, centers us, and sets the tone.”
Rich’s personal brew is classic and deliberate:
- 50g medium-fine grind (hand-ground)
- 95°C mineral water
- French press, 4–5 minutes steep
“It’s not about being fancy. It’s about presence. Slowing down. Savoring.”
The Final Pour
Rich Watanabe didn’t set out to start a movement. He followed a cup up a mountain and found a purpose rooted in people, land, and legacy.
His story—and SGD Coffee’s—is a quiet reminder: that the best things grow slow. That respect takes time. And that sometimes, the simplest sips carry the deepest meaning.
“I didn’t just find my purpose—I found a life of meaning. I am content.”
And the journey continues. As SGD deepens its roots, Rich remains committed to mentoring young advocates, honoring overlooked origins, and dreaming of a day when every Filipino coffee community proudly brews its own story—perhaps beginning with Sagada Philippine specialty coffee.
Also read: The Nut That Grew on Ash: Rediscovering Pili in the Philippines
