Ashley Prentice, a third-generation coffee producer born and raised in Guatemala, founded Gento in 2016 as a way to increase farmer profitability. During her ten years working in different segments of the coffee value chain, Ashley witnessed the inequity that chain coffee generated in farming communities. Many coffee producers live in vulnerable areas and lack profitability because of these inefficient practices. Gento is helping farmers generate more revenue by giving them access to better markets and helping them reach consumers directly (farm-to-cup).