Producer Toolkit: Marketing & Sales, Pt 2 - Navigating trade shows

This episode takes you through the basics of good water for coffee. To objectively assess a coffee's quality, both producer and buyer need to taste it using the same water. But whose water standards should you choose? Why do roasters often get to define what the "right" water is? What would the coffee world look like if producers set quality standards instead of roasters? 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: James: Filter Stories: How Heat Transforms Coffee Beans Filter Stories: How to Be a Better Taster Filter Stories: Getting Great Water, Step by Step

This episode is a practical guide to tasting coffee, sample roasting and judging quality, built for small producers on a tight budget. That makes it just as useful if you’re early in your coffee journey and want to learn the basics without spending thousands on equipment, starting with a frying pan or a $30 popcorn popper. If you work in coffee, it reveals the obstacles producers face when they try to discuss quality on equal terms with buyers in the global north. 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: James: Filter Stories: How Heat Transforms Coffee Beans Filter Stories: How to Be a Better Taster Filter Stories: Getting Great Water, Step by Step

What is the right price for coffee? This episode shows what the journey of price discovery looks like from the perspective of a coffee farmer. 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: #64: "What Kind of Coffee Lover am I? How Much am I Willing to Pay for a Cup of Coffee?" 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: Karla Boza — Jacinta Y Su Cafe, San Benito, El Salvador Julia Ortega, Finca Los Pinos, Puebla Mexico Edilberto Tovar — Finca La Esmeralda, Huila, Colombia Melissa de Gasperín — Rancho San Felipe, Veracruz, Mexico Diego Robelo — Aquiares Estate, Turrialba, Costa Rica Cristian Reyes — Finca El Rodeo, Santander, Colombia César Marín — Chacra D'Dago, Peru Gilberto Baraona — Los Pirineos, Usulutan, El Salvador Lalo Perez, Biofilia ASOPEP, Planadas, Tolima, Colombia Piedras Azules cooperative, El Salvador Agnes Thieleke, InterAmerican Coffee Europe

This episode explores the strange world of the C market, where movements in the Brazilian currency or rebels boarding a random container ship decide the worth of a Colombian farmer's coffee. Yet specialty coffee still uses this number to price the coffees it says are anything but a commodity. 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: #64: "What Kind of Coffee Lover am I? How Much am I Willing to Pay for a Cup of Coffee?" 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: Karla Boza — Jacinta Y Su Cafe, San Benito, El Salvador Julia Ortega, Finca Los Pinos, Puebla Mexico Edilberto Tovar — Finca La Esmeralda, Huila, Colombia Melissa de Gasperín — Rancho San Felipe, Veracruz, Mexico Diego Robelo — Aquiares Estate, Turrialba, Costa Rica Cristian Reyes — Finca El Rodeo, Santander, Colombia César Marín — Chacra D'Dago, Peru Gilberto Baraona — Los Pirineos, Usulutan, El Salvador Lalo Perez, Biofilia ASOPEP, Planadas, Tolima, Colombia Piedras Azules cooperative, El Salvador Agnes Thieleke, InterAmerican Coffee Europe

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