From Curious Consumer to Coffee Innovator: How Kert-Jan Tabaña is Redefining Philippine Coffee
Back in 2008, while still in college, Kert-Jan M. Tabaña was just another coffee drinker. He enjoyed the beverage but never gave much thought to its flavor complexities or the industry behind it. “I was a typical coffee shop consumer,” he recalls, admitting he had little understanding of coffee beyond its caffeine kick. That changed in 2017 during a visit to a café in Liloan, Cebu. He ordered an Americano, and what he tasted surprised him. Notes of citrus, reminiscent of orange and lemon, danced on his palate. “It felt like a landslide,” he says, describing the moment as a revelation that sparked his deep curiosity about coffee. Despite holding a degree in Information Technology, Kert dove headfirst into the world of coffee. His love for learning and willingness to take risks fueled his journey. From 2017 to 2024, he worked in the BPO industry while juggling part-time roles in various coffee shops across Cebu. “Coffee kept me awake, but more than that, it kept me motivated,” he s...
