The Huehuetenango region is situated in the Northwest of Guatemala, surrounded by mountains and rivers which allow for natural minerals to replenish and improve the soil quality. It is often described as the Jewel of Guatemala's regional profiles.

Approximately 75% of the population of this region descends from the Mayans, whose lineage can be traced back to 200 A.D. Mam descendants have farmed Huehuetenango land for thousands of years, and still actively engage in traditional farming methods to grow a variety of crops.

Due to both hot air from the west and cool air from the north converging, the region maintains an environment that supports coffee cultivation at heights exceeding 2'000 meters above sea level. These conditions also help to produce the dazzling acidity and lively fruit notes that the region has become known for.