‘Road to Asu Coffee Fest’ is a five-part storytelling series by The Ascunción Times, leading up to the lively Asu Coffee Fest, Paraguay’s premier coffee celebration on July 12 and 13 2025. Guided by Sol and Diego, two passionate coffee enthusiasts exploring the heart of Paraguay’s specialty coffee scene, this series combines exclusive one-on-one interviews, and experiential storytelling. Join Diego Mazacotte in Episode 2: where Asunción’s coffee brand Tótem Tostadores passionately handpicks the finest beans from world-renowned origins like Ethiopia and Brazil.
Following last week’s article about Café Guarania, we now get to know another side of the speciality coffee world, that is proudly happening in Paraguay: the roasting process.
Meet Rogelio Sanabria, co-founder and director of Totem Tostadores. This is a coffee brand steadily gaining prominence among cafés and coffee shops across Asunción. Officially launched in 2020 amidst the pandemic, Totem Tostadores specialises in importing premium green coffee beans from renowned origins such as Ethiopia and Brazil. Each year, the team travels to these regions to handpick the finest beans.
Nestled in the Las Mercedes neighbourhood, in the heart of Asunción, Totem Tostadores’ roastery, coffee shop, and laboratory crafts freshly roasted coffee. It supplies businesses and individuals with high-quality coffee, available as whole beans or ground.
The inspiration behind Tótem Tostadores
The Asunción Times (TAT): What was the inspiration behind the creation of Tótem Tostadores, and how has it evolved since its inception?
Rogelio Sanabria: “Tótem Tostadores was founded by a group of friends and coffee enthusiasts seeking quality options and origins that were not available in the local market at the time. This led to the project of importing and roasting high-quality coffees in Asunción. Our vision has always been to produce the kind of quality coffee we would like to consume ourselves every day, and we remain committed to that path.”
TAT: What does specialty coffee mean to you, and how do you aim to convey that experience to consumers in Paraguay?
Rogelio: “Specialty coffee represents the highest quality coffee available in the market, reflected in the complexity of its flavour and the natural sweetness that can be achieved in the cup. This offers a different experience from traditional coffee. Which usually contains burnt flavours and high bitterness, often requiring sugar or artificial sweeteners.
“Through talks, training sessions, and events held at our venue and partner cafés, we aim to help more people try specialty coffee, recognise its superior quality, and incorporate it into their daily routine.”
Commitment to quality and consistency
TAT: How do you select the producers you work with, and how important is coffee traceability to you?
Rogelio: “We seek coffees from countries and regions renowned for producing high-quality beans. And then select lots from producers committed to quality and consistency on their farms. Traceability is vital for us as it ensures the consistent quality of the raw materials we roast.”
TAT: What has been the biggest challenge in promoting a more discerning coffee culture in Paraguay?
Rogelio: “Introducing a product with flavours radically different from what has traditionally been perceived as coffee in the country is our daily challenge. It requires changing several consumer preconceptions, but it generally receives a positive response. We are seeing increasing openness and interest in new flavour experiences with everyday products like coffee.”
Tótem Tostadores’ future plans
TAT: What are your future plans for Tótem, and how do you see the growth of specialty coffee in the country?
Rogelio: “We aim to continue growing, making our product accessible to more people. Allowing them to experience specialty coffee and incorporate this quality into their daily consumption. We observe a growing demand for quality coffee in the local market. But there is still much work to be done and a long road ahead.”
TAT: If you had to measure Tótem’s success beyond sales, like social, cultural, and environmental impact), what indicator would you use and why?
Rogelio: “I like to think of democratising access to specialty coffee as a success indicator. Enabling more people to have this experience, appreciate its quality, and understand the efforts involved in producing a cup of quality coffee.”
For more information find Tótem Tostadores on Instagram.
