El Salvador President Nayib Bukele has launched a new high-end coffee brand called Bean of Fire, targeting the United States market for sales.
The exact connection between Bukele, the brand and U.S. operations remains unclear, although the launch of a consumer product from a sitting head of state represents an extraordinary conflict of interest. It also introduces numerous legal and ethical concerns to U.S. buyers.
The company has listed a U.S. registered agent address, as well as direct-to-consumer U.S. sales through Amazon services.
In an announcement launch on social media, Bukele and Bean of Fire said the company is donating 200 pounds of coffee, some sugar and 8,000 coffee cups to a different El Salvador business every day.
Bukele said on X — where he dubs himself “Philosopher King” — that the coffee venture “has nothing to do with politics; it’s been my passion project for the last year.”
A contact address on the company’s website pointed to a United States based LLC, registered in Florida, under the name Hacienda Dorada. The physical address points to a Miami commercial building. Bean of Fire did not immediately respond to DCN’s request for comment regarding its business structure.
Launched on July 20, the Bean of Fire brand reinforces Bukele’s populist messaging, supporting Salvadoran businesses while encouraging people who may have emigrated from their home country to return.
Bukele wrote on X that the business model behind the coffee brand is designed to have U.S. consumers essentially subsidize a coffee giveaway program supporting business owners in El Salvador.
“So basically, the coffee you pay for in the U.S. is free in El Salvador,” Bukele wrote. “And we’re adding one new small business every day. Buy some, so we don’t go broke too fast.”
Using a Stripe-powered payment system, Bean of Fire launched with nine different roasted coffee products, each labeled by either a variety type (Gesha, Pacamara, etc.) or by country/location of origin (Ethiopia, Kenya, Java). Each of the individual coffees is currently selling in 1-pound packages for US$50 pre-shipping.
The website says that all Bean of Fire coffees hail from a single farm in El Salvador. However, the initial product sheet also includes offerings under the names Kenya, Ethiopia and Java.
DCN will have more as this story develops.
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