Who I am

Who I am

Born in the South Korean countryside, I was surrounded by the beauty of nature on our family farm. I always had a thing for city life and visually beautiful things in my mind, which led me to work at a beautiful café after high school while I was also studying business & administration at the college and university. But you know what really flipped the script for me? Coffee! Exploring its amazing flavors completely changed my world. I became obsessed with the different tastes and intricate details in each cup, bringing back memories of my farm-oriented life. This newfound love made me dream big — I wanted to become a 'Green Bean Buyer.'

For the last decade, I played various roles at leading startup companies, where I learned a ton — from managing baristas, HR training, to coordinating green beans, sample roasting, overseas sourcing, handling imports, marketing, creating content, crafting customer experiences, and shaping business strategies.

When I visited Colombia as a green bean buyer, I met beautiful passionate coffee farmers who wanted to share their own brands and products. After that moment, I decided to highlight them. Inspired by fascinating the coolest coffee producers, my love for ethically made coffee grew, and I started sharing my experiences with others. That's how 'CeedSeries' came to be! Now, I'm bridging the gap from the 'Farm to your morning' bringing delicate flavors from farmers worldwide straight to your door."

I am Celi Cha, the founder and sourcing director, behind CeedSeries.

But I am with many amazing partners, Paul, Kevin, Fabian, Adam, Spencer, Joselyn, Hernán, Sunghee, Abhi, Ericka, and more !

With the coolest coffee producers

Ericka Mora / Fabian Echeverry / Hernán Fallas / Joselyn Fallas / Paul Doyle / Kevin Doyle ( + Will be more )