Falsir Durán is a Venezuelan coffee farmer who has dedicated 11 years to producing high-quality coffee in Mérida, Venezuela. Of its 104 hectares of land, 99 are dedicated to the cultivation of the "Villa Nueva" variety. Falsir has managed to guarantee excellent coffee quality thanks to the investment in machinery and coffee processing. In addition, he has donated around 4 million seeds to other coffee farmers and has worked with his family and the community to maintain and improve his plantations.