⏱ 2 min read
The Short Version
After facing early resistance to their bright, acidic light roasts, La Mulita has turned a garage-born obsession into a New Hampshire staple. By sourcing directly from their Colombian roots, the Prunas bridge Antioquia’s high-altitude farms with the Seacoast community.
In This Article
Max Pruna began his specialty coffee journey experimenting with roasts in a garage, driven by an obsession with the bright acidity found in light profiles. When he and his wife Andrea opened La Mulita in Rye, New Hampshire, in late 2019, that preference met immediate resistance. The early feedback on their lighter roasts wasn’t particularly glowing, serving as a blunt lesson in consumer palate expectations. It was a great learning opportunity for me to not assume that what I like is what people are gonna like. Today, however, those same acidic, vibrant profiles have gained significant traction among their local customer base.
It was a great learning opportunity for me to not assume that what I like is what people are gonna like.
From Antioquia to Rye
The identity of La Mulita is deeply rooted in the Prunas’ childhood spent in southern Antioquia, Colombia. They grew up watching mules navigate mountain paths, carrying burlap sacks of beans from high-altitude farms toward the cities. This imagery inspired the shop’s name; mulita translates to “small mule” in Spanish. By sourcing directly from the regions where they were raised, the couple has created a bridge between Colombian producers and the New England community. Max notes that this connection allows them to share products from their home country while simultaneously supporting the farmers who helped shape their upbringing.
Adapting Through Connection
The pandemic forced a pivot that transformed how the shop engages with its neighbors. As the morning commute vanished, the Prunas launched a free home delivery service within an hour’s driving radius—a logistical move that doubled as practice hours for their sons to earn their driver’s licenses. This shift moved the business beyond simple transactions, helping the shop evolve into what Andrea describes as a family gathering place.
Despite the challenges of shifting consumer tastes, the business has found stability by leaning into its unique heritage. The goal remains a dual mission: providing a sense of community in New Hampshire while maintaining a direct, meaningful link to the Colombian coffee landscape. For the Prunas, success is found in the intersection of these two homes.
Do you prefer the bright acidity of a light roast or do you find yourself gravitating toward something more traditional?
Questions & Answers
What is the meaning behind the name La Mulita?
The name La Mulita translates to small mule in Spanish. This name was inspired by the childhood memories of owners Max and Andrea Pruna, who grew up in southern Antioquia, Colombia. They spent their early years watching mules navigate steep mountain paths while carrying heavy burlap sacks of coffee beans from high-altitude farms toward the cities. By choosing this name, the owners honor the traditional methods and hardworking animals that have long been a part of the Colombian coffee landscape.
How did La Mulita adapt its business model during the pandemic?
La Mulita adapted to the pandemic by launching a free home delivery service within a one-hour driving radius. This strategic pivot occurred after the morning commute disappeared, forcing the business to find new ways to engage with local neighbors. The initiative also served a unique family purpose, as it provided practice hours for the owners' sons to earn their driver's licenses. This shift helped the coffee shop evolve from a simple retail location into a meaningful community gathering place.
Why did the owners face initial challenges with their coffee roasts?
The owners faced initial challenges because their preference for light roasts with bright acidity met resistance from local consumer palates. Max Pruna began his journey experimenting with these vibrant profiles in a garage, but the early feedback in Rye, New Hampshire, was not particularly glowing. This experience served as a significant learning opportunity regarding consumer expectations. Over time, however, those same acidic and vibrant profiles eventually gained significant traction and popularity among their local customer base in New England.
How does La Mulita maintain a connection to Colombia?
La Mulita maintains a connection to Colombia by sourcing coffee directly from the specific regions where the owners were raised. By focusing on the Antioquia region, the Prunas create a direct bridge between Colombian producers and the New Hampshire community. This sourcing method allows the business to share authentic products from their home country while simultaneously providing economic support to the farmers who helped shape their upbringing. This connection ensures their dual mission of community building and cultural preservation remains successful.
Originally reported by New Hampshire Public Radio.
