Hendra Maulizar is a second-generation farmer in Sumatra, considered as the pioneer of coffee processing in Indonesia. Hendra started producing coffee in 2010, following in his father's footsteps. The farm, Avatara Coffee, grew from one hectare to ten hectares, and he has partnered with many local farmer families along the way to help him support the production process, creating a new community of farmers. While wet-hulled process is common in Sumatra due to its wet climate, Hendra had managed to produce astonishing natural processed coffees through experimentation. This coffee reflects his passion and innovation, resulting in a sweet and juicy cup filled with notes of strawberry, papaya, and guava.