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Decanos Coffee: Loreto Decano Jr.’s dedication to pursue the family business

As a child, Loreto Decano Jr. enjoyed spending time at his family's coffee area in the public market. Little did he know that his early exposure to coffee would inspire him to continue his family's business. He helps innovate to keep up with modern trends in the coffee industry. The Decano family, led by their father, Loreto Decano Sr., began their coffee business in the 1960s. Their initial experimentation involved using large kawali to roast coffee beans. They employed traditional grinders and sold their coffee in Tacurong's public market. Their initial customers were the Moros, and they subsequently expanded their market. The family sold their coffee intermittently. Decano holds a degree in nursing but chose to pursue his family's coffee business. After graduating and taking his nursing oath, he dedicated time to researching coffee and studying the business. "I find joy in coffee. I choose to follow my passion," he said. Decano faced challenges in

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