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Key Idea: Keep Dreaming

These brothers seem to have it all. They keep dreaming about a better future.  Someday they will sell coffee in a free Cuba.  This is Enrique, Jose and Angel Souto.   More

Key Question:


The Soutos stay excited about their dream to open for business in a free Cuba.  We know that the heart of democracy and human productivity is individual ownership of ideas, businesses, homes and land.  The Soutos dream that their fatherland can be a place were any Cuban can open a business and own a home.

Q: Do people who own their own home take more care to keep it attractive than people who rent? Why?

Of course. We are naturally self-centered and I don't mean to say selfish. Our nature causes us to try to protect ourselves. When we own a home we try to protect it and in doing that, the whole neighborhood improves. This is true about business ownership. When we deliver a service or product and are paid, we then have the money to feed, clothe and house ourselves. When we succeed, we create work for others and the whole economy improves. Maturity brings us all to the point when we stop thinking so much about ourselves and start thinking about helping others be productive and find their way to contribute.

Think about it

What are you dreaming about?
What are you doing to help employees make their dreams come true?

Clip from: Cafe Pilon, Rowland Coffee & the Souto family

Meet the three Souto brothers; lovers of freedom.

Miami: In this episode, we open with pictures from 1961 just before Castro forced his ways into the homes and business of this family. And though he took over everything, he could not take over their spirit. This family left behind all their worldly possessions but came to the USA with their greatest possessions -- their integrity, their love of family and friends, their creativity, their love of Cuban espresso coffee, and the knowledge needed to rebuild their family business from scratch.

Meet the Souto family, owners of Rowland Coffee Roasters in Miami.  They started with a coffee delivery business, bought Rowland, then Cafe Pilon, then Cafe Bustelo,  Medaglia D'Oro Espresso, Java Cabana and more.

Go to all the key ideas and video of this episode...

In memory of José Angel ''Pepe'' Souto, the Patriarch of the family who died at the age of 91 on November 18, 2007.

Cafe Bustelo Inc.

Rowland Coffee Roasters, Inc.,

5605 NW 82nd Ave
Miami, FL 33166-4000

Visit our web site:

Toll Free: 800-990-9039

Business Classification:
Beverages: Coffee

Year Founded: 1962

Keep Dreaming

HATTIE: You are so up, you're so energetic, you've been doing this for 30 years, how do you stay excited? How do you stay motivated?

JOSE ENRIQUE: Well, you know, now, we're involved in new acquisitions. We're looking for new products. We see a great opportunity to get our product to the Caribbean Hispanics, into the rest of the Hispanics, into the United States, and also into mainstream America. Because of what the things that Starbucks did, now we think that this opens up a lot of doors for us, because now people are looking at different coffees, different ways of making coffee, and we think that that is a great challenge. And this is what gets us motivated.

JOSE ALBERTO: (Voiceover) When we came over, my father had a dream that, you know, we could make it here, and he did it. And he had a dream of not only going door-to-door, but later on having his own plant, a small little plant, and started roasting. And that's how we did it. But he did it not only for his survival, he did it for, in a sense, to try to create a business and teach us that business so we could continue.

ANGEL: Our biggest dream -- someday Cuba will be free and we can go there and sell coffee. You know, that's where Pilon started and that's where, hopefully, someday we can go back and sell coffee there.

JOSE ENRIQUE: Again we look at the day when Cuba's going to be free again. And we hope that's not going to be too long from now, when Mr. Castro is out of there and people finally are free to choose what they want to do with their lives. And we see that as a great market possibility eventually in the future years. Again, I have to re-emphasize, once Castro's out of there, because we don't see eye to eye with his policies.

HATTIE: Do you still have hope?

JOSE ENRIQUE: Oh, we definitely have. You never lose hope. I think Cuba is going to go back to a free country again. I mean, after all, he's (Castro) the last guy in the world; he's like a dinosaur now. He used to be a young guy who was supposedly fighting the wrongs of the world. It turns out to be that he's one of the last wrongs of the world. So now we need for him to move, go somewhere else and let the young people in Cuba get a taste for democracy, get a taste for capitalism so they can start their own business. We know the Cuban as an entrepreneur, as a guy who works. And I don't care how long they have lived under the Communist system, they can't get used to it. And you see people coming into the United States, and after spending a few weeks here, a few months, they very quickly become acclimated. They learn that they need to work every day, that the longer they work, the better off they are. And that if they stick to something, eventually it pays off and it creates, you know, the American dream, you know. And this is what we see happening in Cuba. And when that happens, we want to be part of that. And we know our product is an intrinsic product of the island, and we hope that someday we'll be selling Pilon coffee in Cuba again, you know, as a free country.

HATTIE: (Voiceover) This freedom tower is to Cuban Americans what the Statue of Liberty is to so many of the rest of us. And this flame will burn until freedom rings in Cuba again.

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