Roasted with Heart: A Father & Son Coffee Story
- Sofia Garcia
- Jul 12
- 2 min read
Updated: Aug 5
At MoonBeans, every bean tells a story--and ours starts with a leap of faith and a deep love for coffee.
Twenty-five years ago, founder Luis Beltrán left behind a career in aviation to open one of the first specialty coffee shops in the Rio Grande Valley. He spent 18 months researching roasteries across the U.S., from Seattle to the East Coast, before launching a local café unlike anything the Valley had seen before.
From Frontera Roots to Roastery Legacy
The Rio Grande Valley isn’t just a place, it’s a vibe. Bold, resilient, and rooted in cultura, it’s where frontera grit meets South Texas soul, and where coffee isn’t just a drink, but a ritual of pride, connection, and conversation.
Back then, there were no third-wave coffee shops from Zapata to South Padre Island. Luis saw a need, took a risk, and turned his passion into a family-owned roastery focused on ethically sourced, small-batch coffee roasting.
Today, that legacy continues with his son, Emilio, who is now the Director of Operations of MoonBeans Café, bringing a new generation of passion and flavor to the table.
“We serve the same beans at our café that we roast for your home,” Emilio says. “It’s all about sharing something meaningful. Coffee brings people together.”
That heart is behind every subscription we offer. When you sign up for a weekly or bi-monthly bean delivery, you’re not just getting coffee. You’re getting the same specialty-roasted beans we serve in every espresso or pour-over at our café, a labor of love from our family to your home.
How to Sign Up
Signing up for the subscription service is easy. Just visit the MoonBeans Coffee website, choose your preferred plan, and select your favorite coffee. You can customize your delivery frequency to suit your needs.
From Our Roaster to Your Mornings
Thanks for letting us be part of your daily ritual. We hope every bag brings a little bit of the Valley to your kitchen and reminds you that you're always welcome here.
See you in the next cup.
