Alumni Spotlight: Garam Um '09, Award-Winning Barista & Coffee Educator and Entrepreneur

When Um Coffee Co. brothers Garam ’09 and Boram ’09 ranked among the winners of the 2023 World Coffee Championship, everything changed. Their mother cried. Friends in the coffee community cheered. Brazil had never claimed a World Coffee Championship award. For Garam, it meant more than recognition; it was proof that Brazilian coffee belongs among the world's best.

After completing his bachelor’s degree in business administration, Garam joined the coffee scene in 2016, alongside his brother, with a clear mission: to build a brand around coffee beans from their father’s farm. Together, they founded Um Coffee Co., which sells their family’s coffee, serves it in cafés, and offers educational experiences for aspiring baristas and coffee aficionados.

In this issue of The Graded Gazette, Garam looks back on his favorite memories from Graded, recalls the moment he placed third in the World Brewers Cup, and dispels some common misconceptions about your morning cup.

When did you realize coffee could become your career?

I was always interested in coffee, but I never thought I would work with it. My real passion developed in 2012, when I began studying the subject in depth. Most people think coffee is all the same, but it's not. 

There are basically two markets for coffee. The first is commercial coffee, the kind you buy in supermarkets. The second, much smaller one, is specialty coffee, which focuses on quality. It's usually more expensive and harder to find because you have to purchase it from specialized shops.
 

Tell us how your family got into the coffee business.

We started from zero. Everything began during my senior year at Graded. My dad bought a farm because he dreamed of owning land and working with coffee. He started by planting different species and varieties of coffee plants. He saw a lot of potential in Brazil, the world’s largest producer and exporter of coffee.

My brother and I joined him in 2016, and today, we are all involved with the farm. 
 

What would you tell someone who wanted to get into the business?

Learn how to taste and try as many different coffee varieties as possible. It’s one of the fastest ways to understand coffee. As a barista, you need to know what you are making and its flavor; otherwise, you won't be able to explain it to your customers. 
 

What inspired you and your brother to open a coffee shop, and what’s it like to work together?

Our father already had the farm and the raw, green coffee, but he didn't have a way to develop it further. His options were limited to exporting it or selling it to roasters. My brother and I wanted to take it to the next level and open a coffee shop where people could actually taste our coffee.

Running a business with family is always a challenge, but over time, we’ve found a good balance. My brother focuses on the international market, exporting coffee and bringing in new clients, while I handle operations, quality control, and education.
 

Speaking of education, how did the idea of creating Um Coffee Co. Academy come about?

I saw a huge potential market for coffee education in Brazil. There weren’t many coffee schools, so I wanted to open my own. We launched Um Coffee Co. Academy in 2017, and I’ve been teaching there ever since, alongside other instructors. 

We offer courses for everyone—from people with no coffee knowledge to professionals. Beginners start with Introduction to Coffee, which covers the entire coffee production chain and serves as a first step for newcomers. Those already working in the industry choose specialized classes in roasting or advanced barista training.

 

 

What went through your mind when you and your brother were named the world’s top baristas?

It was one of the greatest experiences we’ve ever had. Brazil hadn’t previously earned an international award, even though we export such a large volume of coffee. We wanted to demonstrate that Brazil has amazing, high-quality coffee. Outside of Brazil, there is the assumption that Brazilian coffee is low quality, and we wanted to change that.

Through the championships and with these wins, we sent a message. 
 

How did you feel when they announced that you had placed third in your category?

I was quite thrilled because I didn't expect it. In my category, I had to give a 10-minute presentation and prepare three drip coffees. Three sensory judges watched as I introduced and made the coffee. It's like a show. Then, I handed them the coffee to evaluate at three temperatures—hot, warm, and cold—while I described the sensory notes and flavors they tasted. I put in a lot of effort; everyone did. Winning isn’t just about one person, but the team supporting you. I was super happy in the end.
 

And then your brother took first place in his category! What was that like for your family?

It was incredible! He had made a few mistakes, so we were worried, because at a world championship, you can’t afford errors. When they announced that he’d won, our mom started crying with relief. We had a lot of friends from the coffee community supporting us. Even people who never cry were in tears. It’s an amazing feeling to bring home the first World Coffee Championship win for Brazil. 
 

As an award-winning barista, what is your personal coffee routine? And what would you recommend to others?

I don't drink too much coffee, actually. I have coffee maybe twice a day—one drip coffee and one espresso. That's it.

When preparing coffee, it depends on what you enjoy. If you like espresso with milk, go for a flat white, which is stronger, or a cappuccino, which is a classic and more balanced. If you prefer something lighter, I’d recommend filter coffee. You can sip it slowly and enjoy it in larger quantities.
 

If you could clear up some coffee misconceptions, what would they be?

There are quite a lot. One common misconception is that espresso has more caffeine than filter coffee. Because espresso tastes stronger, people assume it has more caffeine. In reality, filter coffee usually has more caffeine because you drink a larger volume—150 milliliters to 200 milliliters—whereas an espresso is only 30 to 40 milliliters.

Another misconception originates in Italy, where many people believe that you shouldn’t drink cappuccino after 12:00 pm. They argue that milk beverages after noon are difficult to digest. Yes, it makes some sense, but you can enjoy a cappuccino any time of the day.
 

What are some innovations you are exploring now?

We’re developing new projects for both the educational side of our business and the farm. Each year, we’re working to become more sustainable because climate change is having a major impact on coffee production. This year, we’ve seen some of the highest coffee prices in history. Climate change affects not only the quality and quantity of the coffee but also the entire production process. We're preparing for that future. 

On the education side, I've started teaching about sustainability across the entire coffee supply chain. One simple example is packaging; when a coffee shop serves drinks in plastic cups, that’s clearly not sustainable.

 

 

What are some of your favorite memories from your time at Graded?

My favorite memories are of hanging out with people from different cultures and countries. I'm Brazilian, and my family is from Korea. At Graded, I could speak my family’s language with my South Korean classmates. Even though I was in Brazil and at an American school, I could connect with people in different languages, which was really cool.

I remember science class with Mr. Amaral, Portuguese classes where we discussed topics like the Brazilian economy, and ceramics with Ms. Lucinha in the Arts Center. I always made something wild—like a boat—and she’d ask, 'Why are you making this? You know it will take a lot of time.' And I'd say, 'I know, but I'm still going to make it.'

Graded gave me experiences that I'd never had at any other school. I made many connections through Graded, which helped me both personally and professionally. I still have friends from Graded.
 

When you weren’t in class, what were you involved with?

I was always involved in sports, mostly soccer. I also joined a service learning program and took trips once a semester to work on social projects. We visited isolated communities reachable only by boat, bringing food, supplies, and supplements. Those experiences taught me one of the most valuable lessons I’ve ever learned: how difficult things can be for some people and how much privilege I have. 
 

Your senior Graded yearbook quote was Henry Ford’s 'Obstacles are those frightful things you see when you take your eyes off the goal.' Does that still guide you today? 

I remember choosing that quote! I still believe it and apply those words to my life and my business. Even when I'm competing, I keep my eye on the goal. Whatever I’m doing, I need to know what it will take to reach that objective. It makes a lot of sense because if you want to achieve a goal, you need to stay focused and keep visualizing it until it happens.