Guillermo Morán
Five generations. Nearly three centuries. One obsession — the perfect cup.
While others might say the coffee business runs in their blood, for Guillermo Morán it's part of his DNA. For five generations and nearly 300 years, his family has grown, milled, and exported coffee from their plantations in El Salvador. Today, Guillermo carries that legacy into every batch he roasts at Eco Delight — a California-based premium roaster built on eco-friendly, sustainable practices and beans sourced from origins he knows and trusts.
Born into the trade
Guillermo grew up in Ahuachapán, El Salvador, helping his pharmacist father manage the family's coffee plantation. He learned every step of the business hands-on — and absorbed the values of respect for the people who do the work and care for the land that he still holds to today.
The long way back to coffee
Like his father before him, Guillermo first built a career outside of coffee. He earned a chemical engineering degree from the University of Texas at Austin and an MBA from The Wharton School at the University of Pennsylvania, then spent more than a decade in corporate leadership at companies like Sigma S.A.
When his father passed away, he answered the call of the land — driving out to the remote village every weekend to run the family plantation. He went on to oversee three large coffee mills, where he met and sold beans to pioneers of the craft: Ernesto Illy of Illy Caffè and Alfred Peet of Peet's Coffee. His standing in the nation's coffee industry earned him a 1987 invitation to the prestigious Eisenhower Fellowships — a peace-building organization he remains active in to this day.
From El Salvador to California
Civil war and political instability eventually led Guillermo to sell the family plantation and move to California in 2009, where he partnered with Costa Rican machinery expert Rodolfo Bendig — whose specialty roasting machines Eco Delight still runs today. Within months, the company was roasting up to 40,000 pounds of coffee a month and supplying major clients, including Apple.
Today, in Elk Grove
From Eco Delight's home in Elk Grove, Guillermo focuses on importing and roasting premium, single-source beans from around the world — including his cousin's plantation back in El Salvador. He continues to grow the corporate client base with new products and subscription plans, while building a devoted following among coffee connoisseurs. And he's begun passing the craft to the next generation, training apprentice roaster William Popham alongside him at the roastery.
“It's a communion with your senses as you smell the aromas of the coffee while it's being roasted and see the color deepening. And then, when you taste that delicious cup of coffee and know you have roasted it… yes, that feels very good. I want everyone to join me in that enjoyment.”
— Guillermo Morán, Master Roaster
Our mission
At Eco Delight Coffee, we believe great coffee should be good for everyone involved in its journey — from the farmers who cultivate the beans to the communities where they're grown, and finally to you.
We roast in small batches for peak freshness and flavor. Every bag that leaves our roastery is crafted with care, bringing out the unique character of each origin.
Quality first
We source only the highest-quality beans and roast them to perfection, so every cup delivers an exceptional experience.
Sustainability
From eco-friendly packaging to supporting sustainable farming, we're committed to minimizing our environmental impact.
Community
We build lasting relationships with our farmers and give back to the communities that make our coffee possible.
Freshness
We roast within days of every order and ship quickly, so your coffee arrives at peak freshness with all its complex flavors intact.