Huehuetenango is the land of the indigenous mesoamerican Mam culture that has lived here for 1500 years. To this day, 75% of the population are indigenous Mayan peoples and speak the Mam language.

Victelio Martinez is the owner of the farm "Los Planes." The name is inspired by a big flat area at the top of the mountain that gives a panoramic view of La Libertad. His family has been growing 10 hectares since 2007. At 35 years old he continues doing this labor, pursuing high quality coffees that can be consistent with each crop. This is a positive outcome of an agricultural industry under threat. For many years due to poor compensation, remoteness and emigration for a higher quality of life, many young peoples abandoned the family farm to pursue other opportunities in cities. Victelio has shown the commitment to not just coffee quality but the investment in a generational business. He usually uses Chalum, Inga and Gravileas regional trees to give shade to the coffee plantations.

The landscape produces a unique ecosystem in the highlands of the Sierra de los Cuchumatanes. This is an isolated area that allows for traditions and culture to have a seemingly everlasting existence.