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New approaches in storytelling for coffee producers

A roundtable discussion around fresh ideas and best practices across the specialty coffee industry.

How can coffee producers best use storytelling and go beyond marketing? Should they be concerned about it at all or just focus on quality? What can farmers and co-ops share with the market to increase awareness about their coffees and find new buyers? How can producers own their narratives and make sure that their stories are being told correctly?

These are some of the questions Algrano and Cropster debated in this discussion with two exciting guests: Aquiares Estate in Costa Rica and Kaffemacher in Switzerland. Spoiler alert: we all have different opinions and this was a lively debate! 

Aquiares shared how they managed to add value to their coffee through stories and compare how different roasters have represented the estate over time. Kaffemacher talked about the culture of copy and paste, going beyond the Indiana Jones approach and proposing a more collaborative solution.

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