LAS CRUCES – New Mexico State University is growing its brand with a new coffee.
Named after the desert peak that looms over the Las Cruces campus, “A” Mountain Roast adds to the school’s collection of collegiate-licensed products. NMSU already has official beer, wine and whiskey.
The school announced the new coffee and its partnership with California-based Estas Manos Coffee Roasters on Monday, saying the company has New Mexico roots and is currently operating in Las Cruces. The coffee will be available online, at Estas Manos popup locations and at other Las Cruces retailers beginning Tuesday.
A portion of the proceeds will support more than 400 student athletes.
Athletic director Mario Moccia said he’s been looking forward to having an official Aggie coffee for some time.
“With NMSU’s position as the state’s land-grant institution and our history of agriculture, the collaboration makes perfect sense,” he said in a statement.
Nicholas Gonzales, along with business partner Leandra Gamboa, founded Estas Manos in 2018.
The company works to help farmers and farming communities in Latin America through sustainable coffee sourcing and production. Gamboa is from Las Cruces and a graduate of NMSU. She and Gonzales met in law school in San Francisco.
Gonzales described the roast as bold with a smooth finish. He said he hopes it sparks Aggie spirit and inspires thoughts of “A” Mountain.
The landmark has been part of NMSU history for decades. The university has maintained the football field-sized “A” atop Tortugas Mountain since the 1920s. Each year, students give the “A” a coat of fresh paint to mark the beginning of a new spring semester.