NMSDC Certification Transformed Gaviña Coffee Company’s Growth Trajectory

In the fiercely competitive coffee industry, where multinational corporations dominate shelf space and corporate contracts, standing out requires more than just exceptional beans and roasting expertise. For Gaviña Coffee Company, a Hispanic family-owned business with deep roots in Los Angeles, the key to unlocking unprecedented growth came through an unexpected channel: minority business certification.

Since earning its minority business enterprise (MBE) certification through the National Minority Supplier Development Council (NMSDC) in 2012, Gaviña has transformed from a regional player into a national force, securing high-profile contracts with American Airlines lounges, major healthcare systems, and corporate campuses across the country.

The story of Gaviña’s success illustrates a powerful truth about modern business: in an era where corporate America increasingly prioritizes supplier diversity, minority-owned businesses with the right strategy and support can compete—and win—against industry giants. Their journey from a family coffee roaster to the exclusive minority-owned supplier for major national accounts offers valuable insights for other minority-owned businesses seeking to scale through strategic partnerships and certification programs.

In this candid Q&A, Gaviña Coffee Company shares the tactical approaches, relationship-building strategies, and business philosophy that have enabled them to leverage their NMSDC certification into sustainable, transformative growth—proving that diversity isn’t just good business ethics, it’s smart business strategy.

How did NMSDC certification open doors for Gaviña Coffee Company that weren’t accessible before?

Gaviña: Our NMSDC certification has been instrumental in setting us apart in a highly competitive industry. Since becoming certified as a MBE in 2012, we’ve gained credibility and visibility with supplier diversity teams at some of our major customers including Wal-Mart, Sam’s Club, CVS, and Foodbuy. This certification has helped us get on preferred vendor lists, qualify for contracts specifically set aside for diverse suppliers, and build trust as a strategic partner. It has also enabled us to service National Association of Blind Merchants (NABM) coffee kiosks and cafés in courthouses. Perhaps most importantly, our certification helps our operator and distributor partners win more business by offering a certified diverse supplier solution—giving them a competitive edge in RFPs and access to diversity-driven opportunities that were previously out of reach.

Can you share an example of a corporate relationship or opportunity that emerged through NMSDC?

Gaviña: One of our most significant NMSDC-driven relationships is with Sodexo, which began in 2013 at the NMSDC Business Opportunity Fair in San Antonio. That introduction, which wouldn’t have happened without the NMSDC platform, has grown into a long-term partnership. Today, Gaviña Coffee Company is the only minority-owned roaster on Sodexo’s contract, servicing multiple programs—including Sodexo, Sodexo MAGIC, Sodexo LIVE, Entegra, and InReach—and generating nearly $2M in sales across healthcare, higher education, and B&I. Most notably, our MBE status played a critical role in securing the Sodexo-American Airlines Admirals Club and Flagship lounges contract—22 brewer locations across 13 East Coast airports. Nine months post-rollout, Sodexo’s total coffee purchases grew by almost 75,000 pounds, a 130 percent year-to-date increase. Our certification has also helped our operator partners secure other multi-location OCS contracts where diverse spend is a key decision factor.

How has being part of the NMSDC network helped Gaviña grow, scale, or reach new markets?

Gaviña: The NMSDC network has significantly increased our exposure, brand visibility, and market reach. By consistently participating in Annual Conferences and Business Opportunity events since 2012, we’ve strengthened relationships with large corporations and expanded into new markets. Our MBE status has opened doors with Sodexo, Aramark, Canteen, HPSI, and Vizient, among others. Importantly, it has empowered our operator/distributor network—allowing them to position Gaviña Coffee Company as a certified diverse supplier in competitive bids, helping them win contracts and expand our coffee presence into new corporate campuses and geographic regions. A recent example includes expanding into airline lounges: after securing American Airlines with Sodexo MAGIC, we were able to win Virgin Atlantic’s new Clubhouse lounge at LAX, which now serves our coffee.

What role has supplier diversity played in your business strategy and growth?

Gaviña: Supplier diversity is a key part of our business strategy. As a family-owned, Hispanic-owned company, we value economic inclusion and align with corporate partners who share these principles. Our MBE certification differentiates us in competitive bids, helps maintain long-term partnerships—such as our 40-year relationship with McDonald’s, largest global restaurant company—and positions us as a reliable, high-quality diverse supplier. It has also been instrumental in retaining and winning new business, such as transitioning from Sodexo to Aramark at Loyola Marymount University, where our diverse status helped secure our coffee program. Within Office Coffee Service, our certification strengthens our operator/distributor partnerships by giving them a valuable selling point for diversity-driven contracts, expanding our footprint in an increasingly inclusive procurement landscape.

What advice would you give to other minority-owned businesses seeking to grow through NMSDC?

Gaviña: Getting certified is just the first step; success comes from actively engaging the NMSDC network. Attend conferences, follow up on introductions, and consistently tell your story—our Sodexo partnership began with a single conversation at a Business Opportunity Fair. Register as a minority-owned business with as many corporations as possible and leverage referrals through existing partnerships. Build relationships by sharing the value of diversity and making your story relatable. For B2B businesses with operator/distributor partners, be an asset to your customers: show how your certification directly benefits them, such as helping them win contracts, and highlight that value at every opportunity. Maximize your certification by staying visible, networking with other MBEs, and using NMSDC resources to connect with corporate buyers seeking diverse suppliers and are committed to diversity.