Producer Toolkit: Marketing & Sales, Pt 1 - The power of story

This episode explores why specialty coffee is a luxury business that runs on story more than flavour. Part of The Coffee Producer Toolkit, a series made in collaboration with Lucia Solis, it will help you understand coffee farming better than most professionals you'll meet at a trade show. Each episode takes one part of the farming business — agronomy, processing, fermentation, storage, quality, sales — and lays out what the best farms are actually doing.   Related podcast episodes: Lucia: #54: Visiting Producers, Advanced Tourism & The Coffee Hunter (farm visits, the buyer relationship) #56: Pranoy Thipaia (finding export markets, expo advice) #65: To Blend or Not to Blend? Wine Vintages, and Harvest Update (sales strategy, consistency over novelty) Cabal Cafe Podcast en Espanol James: Filter Stories: The Hard Business of Selling Beautiful Coffee   Follow us through our newsletters and Social media:   Lucia’s Newsletter James’s Newsletter   Lucia Instagram James’ Filter Stories Instagram   People mentioned in the episode: Diego Robelo — Aquiares Estate, Turrialba, Costa Rica Cristian Reyes — Finca El Rodeo, Santander, Colombia Cristian Reyes — Personal Instagram Catherine Bedoya — Eje Cafetero, Colombia Hamsini Appadurai — Sangameshwar Coffee Estates, Chikmagalur, India Melissa de Gasperín — Rancho San Felipe, Veracruz, Mexico Edilberto Tovar — Finca La Esmeralda, Huila, Colombia Desnudo Coffee (Austin) — Austin, Texas, USA Alejandro Rodríguez Delgado — Hacienda San Pedrito, Puerto Rico César Marín — Chacra D'Dago, Peru Karla Boza — Jacinta Y Su Cafe, San Benito, El Salvador   Resources:  Algrano — Producer Sign Up The list of 144 international trade shows Clases Gratis de Inglés en linea - USA Learns Clases Gratis de Inglés en linea - Voa News English Accent Training The SCA Coffee Value Assessment, Extrinsic Criteria List PDFs of CVA Form in 7 languages   The Coffee Producer Toolkit is made possible by these leading coffee organisations:   The Coffee Quest | BWT | Descamex | InterAmerican | Pinhalense | Novonesis | GrainPro   Check out Standart, the award-winning coffee magazine. Get a free magazine and a free bag of coffee by clicking here. Use ProfilePrint to find the coffee your customers loved last year (without a week of cupping!). Use promo code "FILTER" to get 10% off your first year of a Mini Beluga subscription. Click here to discover ProfilePrint's many uses.  Support hundreds of thousands of coffee farmers with Fairtrade. Discover how here.  Office coffee = easy recurring revenue. WMF’s Elevation 10 and Peak 50 do the work for you. Learn more here.    What kind of racing car does the Gaggia Classic GT home espresso machine remind you of? Use discount code FS202610 to get 10% off.