Gato Diablo's goal is to offer great tasting coffee that is environmentally friendly, in particular coffees grown by farms that are certified by the Smithsonian Migratory Bird Center as Bird Friendly® and certified by the Rainforest Alliance. The name, which translates from the Spanish to “devil cat,” and Mayan-influenced logo is an homage to the jaguar, an endangered and elusive top predator of Central and South America.