HOT ! A.M.O.C. | La Reserve Sidra Wush Wush - Ecuador

A Matter of Concrete

High quality is an investment—in taste, experience, and longevity. We achieve this through top-segment coffee, strong supplier relationships, and continuous development. 

From Rob, founder and creator of A.M.O.C.:

“In 2012 I was in Copenhagen following an internship. Coffee was nothing more than a morning fuel to me back then. When I walked into the same cafe for the 2nd time in a week the barista recognised me and remembered my order. It made me feel welcome. That tiny gesture made me realise the value of what a cup of coffee can bring. From that moment on I knew: I also wanted to work in coffee.

More than a decade later my career has been a wild ride. From starting numerous brands, companies and competing in many coffee competitions. Being on the winner’s podium of quite a hand-full such as National Brewers Cup, Barista Championship, Latte Art Championship and Aeropress Championships, with the crowning achievement of winning Coffee Masters London 2019.

After being head-roaster for 8 years, and an entrepreneur in coffee for 6, starting A Matter of Concrete made it possible to set up a dream roastery. Putting all the inspiration and ideas that I’ve gathered over the years from all over the world into this dream-coming-true.

I love the indefinite world of coffee.You can learn something new every day,just never stand still.”

For more information on A.M.O.C. and their approach to all things coffee, check them out here. 

The farm sits in the lush, humid province of Zamora Chinchipe, tucked in southern Ecuador and surrounded by five natural reserves — Yacurí, Jocotoco, Cerro Plateado, Tapichalaca and one more tucked further into the cloud forest. These conditions make drying difficult, so David and his family move the cherries to Loja — where they live — for a more stable, slower drying stage in a cooler, drier climate.

The land has been in the Quevedo family since the 1940s. Now, with David at the helm, La Reserva Kanaa is home to Geisha, Sidra, Wush Wush and Typica Mejorado. He experiments often — but still produces clean washed lots, naturals and honeys with consistency and care.

Process

Natural fermentation at origin:

Cherries ferment in sealed tanks for 96 hours on the farm. Once complete, they’re transported to Loja where temperature and airflow allow for slow, even drying — critical to the clarity and shelf life of the cup.

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  Variety Sidra | Wush Wush


• 
  Process Natural Anaerobic


• 
  Farmer Marlon Quevado / David Quevedo


• 
  Region Palanda, Zamora, Chinchipe, Ecuador


• 
  Altitude 1400-1600 masl


• 
  Impressions raspberry sour candy, magnolia


• 
  Weight 100 grams


• 
  Roast Date Feb 9, 2026