We have been sourcing, roasting, and supplying specialty coffee and tea from Montréal since 1978. Carlo Granito founded Terra at 23, guided by direct relationships with growers and a conviction that quality required neither compromise nor volume-at-all-costs. Nearly five decades later, we remain family-owned, owner-operated, and supplied through the same direct sourcing networks Carlo established at the outset. For wholesale partners, that continuity means a stable, accountable supply chain and a brand story with verifiable history behind it.

A Supply Chain Built on Direct Relationships

We source green coffee directly from producers in Central America, South America, Africa, and Asia. Many of these relationships span decades, established through Carlo's in-person visits to origin and maintained through direct contact – no broker, no intermediary. Our wholesale partners receive accurate, specific provenance for every roasted coffee SKU: the origin, the producer relationship, and the sourcing context that allows a café operator to communicate a credible product story to their own customers.

Our green coffee inventory is also available for direct purchase – an asset for wholesale buyers working with clients who home-roast or operate small-batch commercial roasting programs.

The TAG Roasting Method

Torrefazione Artigianale Granito (TAG) is Carlo's specialty roasting methodology, developed and refined over four decades. The technique centres on the full caramelization of each bean's natural sugars, achieved through calibrated heat, airflow, and development time specific to the characteristics of the individual origin: its altitude, processing method, and flavour potential.

TAG applies to our single-origin roasted coffees. It produces a reproducible, origin-expressive result – the same roast profile, order after order. For wholesale buyers evaluating consistency across service cycles, this is a measurable commitment. For operators communicating product story, it provides accurate technical language: a named methodology, an attributable technique, a reason why the cup performs the way it does.

A Full Beverage Program

Our wholesale catalogue extends beyond roasted coffee. The full range available to our partners includes:

• Roasted coffee – single-origin and blend SKUs across espresso and filter applications, available in retail packaging and bulk formats
• Green coffee – direct-sourced specialty-grade lots for roasting clients and small-batch commercial programs
• ARIEL Tea – our tea sub-brand, offering single-origin whole-leaf teas and crafted blends across black, green, white, herbal, and rooibos categories
• Hot chocolate – handcrafted blends suited for café and foodservice programs
• Sugar & Cocoa – including Dutch Process Cocoa Powder and Golden Cane Sugar, with format availability suited to commercial preparation

Format availability – bulk, retail packaging, or both – is documented on each product page. Pricing is accessible to approved wholesale accounts.

The Humaniterra Foundation

Carlo established the Humaniterra Foundation as a direct commitment: a portion of our sales revenue from roasted coffee, tea, hot chocolate, and sugar is directed to local and international humanitarian organisations. Since its founding, we have contributed over $240,000 to non-profit organisations working in food security, community infrastructure, and humanitarian relief.

For wholesale partners, Humaniterra is a values differentiator they can communicate at the point of sale. It is listed on applicable product pages as a Foundation commitment – distinct from, and in addition to, third-party certifications such as Kosher and Aliments Préparés au Québec.

Who We Are

Terra is not a distributed brand managed through an intermediary layer. Aimée Granito oversees product development, sales, and the wholesale program directly. John August Roveto, our Master Roaster and Barista Instructor, brings nearly two decades of cupping and roasting expertise to every production run. Edmond Elizabeth has managed our production operations since 1991.

Our wholesale partners have direct access to the people responsible for product quality and supply continuity. That structure is not incidental to our size – it is a deliberate operating choice that has held since 1978.

To explore the full product catalogue, visit the wholesale catalogue. To learn more about our sourcing and roasting methodology, see Craft & Sourcing. To apply for a wholesale account, visit Partner Services.