In the late 1970s, most of the coffee available in Canada was instant or mass-produced. I believed there was a better way — one rooted in quality, fairness, and true craftsmanship.
My name is Carlo Granito, and when I founded Terra Coffee & Tea in Montreal in 1978, my mission was simple: to prove that a business built on integrity could transform the way people experience coffee. More than forty years later, that vision of leadership and responsibility still guides every decision we make.
Planting the Seeds
I grew up watching my father work as an importer of fine Italian foods. From him, I inherited values that shaped everything I've done since: honesty, respect, and a love for quality. After working alongside him for five years, I felt the urge to create something of my own. I wanted to bring high-end products to consumers, and coffee fascinated me. At the time, the market was dominated by instant coffee and low-quality blends. I could see there was room for something better — and I decided to take the leap.
In those early years, I spent countless nights in the roastery surrounded by burlap sacks of green coffee. I experimented tirelessly, searching for the perfect balance of heat and time. That search led me to develop what became the Torrefazione Artigianale Granito (TAG) roasting method. This precise, artisanal approach allows the natural sugars in the beans to caramelize just enough to bring out the full depth of their character. It took years of persistence and intuition, but it became the foundation of Terra's craft.
As I got started, I quickly realized that the local coffee wasn't consistent in quality. That's why I began travelling and importing better-quality coffees directly.
That commitment to quality was there from the beginning, and it's still the same today.
A Humane Approach
Coffee, to me, has never been just about taste. It has always been about relationships. On my third trip to Cuba, while visiting a coffee farm, the farmer and his family arranged a dinner for me and the Cuban coffee export delegates. Their resources were limited, but they prepared a special feast that included the only pig on their farm. Their generosity deeply moved me — they gave us what was most precious to them. That moment reminded me that behind every bean are families, communities, and sacrifices.
When I began, farmers weren't motivated to produce high-end coffee because they weren't being paid fairly. I told them, "I want to pay you properly. I want this to be win-win." That trust changed everything.
Experiences like that convinced me that we must always treat growers with dignity and fairness. That's why I pay careful attention to ensuring they are properly compensated for their work, and why we support them in maintaining sustainable practices for their land and employees. To strengthen this commitment, I founded the Humaniterra Foundation in 2003. Since then, we've donated more than $240,000 to humanitarian projects both in Montréal and abroad.
For me, success has never been measured only in sales — it is measured in the positive impact we can create.
Expanding the Craft
My curiosity didn’t stop with coffee — it naturally extended to tea. I began by offering superior quality bulk teas: single-origin, blends, and flavored varieties. This journey led to the creation of ARIEL Tea, a curated line of single-origin teas and blends crafted with the same care and respect that define our coffees.
From there, Terra expanded into handcrafted hot chocolates, organic sugars, and cocoa. Every product we create is guided by the same principles: uncompromised quality, exceptional value, transparency, fairness, and deep respect for people and the planet.
But offering great products is just one part of the equation. To truly appreciate them, you need to know how to prepare them. That’s why education has always been at the heart of what we do. We ensure our customers — whether cafés, restaurants, or retailers — are trained to brew and serve properly.
To support this, we began importing and offering both commercial and residential equipment 25 years ago. Because once you have great coffee (or tea), it’s essential to complete the cycle with quality equipment, proper training, and responsive service. Even the finest product can fall short if it’s not prepared correctly.
Sharing our know-how is an essential part of what we do. We ensure that our partners not only offer the best product but also possess the knowledge to serve it at its best.
And because freshness makes all the difference, we roast strictly to order — whether it’s 500 grams or 1,000 kilos, every batch leaves our roastery freshly prepared and ready to shine.
A Family Legacy
Looking back, I feel grateful that Terra has become not only a company but a family. My wife, Julie, has been my partner since the beginning, shaping Terra's ethical foundation and adding her creative spirit to everything we do. Her artistic sensibility has influenced everything from branding to product presentation, weaving creativity into Terra's DNA.
Our daughter Aimée grew up among the sacks of green coffee, climbing them like playground mountains, sealing bags by hand, and tasting her first espresso with me. Today, she leads product development, sales, and customer service, while her husband John oversees roasting, training and production. Together, they are carrying Terra forward, blending their energy and ideas with the traditions I began.
Many of our employees have been with us for 25 or even 30 years. To me, they're not just employees — they're friends, they're family. And because Terra is a family business, my wife Julie and children are an integral part of it as well. We all share the same vision: to delight our customers. Money is not the goal — it's simply the result of honest work.
Looking Forward
Although much of the day-to-day now rests with the next generation, my heart and vision remain at Terra's core. I continue to believe in craft roasting, in nurturing fair relationships, and in ensuring that every decision is guided by respect for people and the planet.
My vision is simple: to build trust. With producers, with our employees, and with consumers. I want people to know that what they are buying has real value, and that behind every cup there is respect and passion.
To every person who chooses Terra — whether you shop in our Montreal manufacturing retail outlet or order your coffee online — thank you. You are part of the story I started more than 45 years ago. Each cup you drink is connected to the farmers who nurtured it, the roasters who shaped it, and the community that sustains it.
What began as a young man's dream has grown into a legacy of care, quality, and humanity. And I couldn't be prouder to see that legacy carried on — not just by my family, but by every customer, employee, and grower who has walked this journey with us.
Warmly,
Carlo Granito
