Lecture Description
The last year has been defined by economic uncertainty, with consumers becoming cautious about spending habits. At the same time, the specialty coffee industry has seen a new influx of consumers looking to drink better coffee, offering roasters an opportunity to widen their audience.
Faced with this reality, some roasters have started adjusting their quality paradigm to source coffees that are more accessible in taste and price, at times simplifying their Single Origin menus, or buying less complex coffees to enter new sales channels.
While expanding their reach may increase impact at origin, roasters must find new ways to differentiate. This panel will discuss new opportunities for product differentiation in light of consumers’ increasing appetite for sustainability and information about the origin.
We will share insights from Algrano’s Market Trends Report 2023 and present solutions learned from industry leaders in Europe and the USA interviewed for the research, often integrating extrinsic attributes to build popular coffee menus and navigate the current economy.
Participants will hear from roasters who are increasing the depth of producer storytelling, using origin information to educate consumers, and betting on social and community values to strengthen existing product lines or to create new ones.
Date: Saturday, April 13, 2024
Time: 10:15am - 11:15am
Room Number: S403AB
Moderator
Luiza Pereira Furquim (she/her)
Head of Content, Algrano
Luiza is the person behind Algrano’s yearly Market Trends Report and Impact Report. A journalist with a decade-long journey in specialty coffee, she has worked as a barista, roaster, and sourcing manager. In regular contact with producers, Luiza writes about the realities of different producing countries from market dynamics to prices and regulations. She also shares the experiences of roasters engaged in ethical sourcing practices from a business and impact perspective.
Speakers
Amaris Gutierrez-Ray (she/her)
Senior Director of Coffee & Roasting, Joe Coffee Company / Women in Coffee Project
Amaris Gutierrez-Ray is the Senior Director of Coffee & Roasting for Joe Coffee Company in New York City. She is also the founder of the Northeast Roaster Forum (RIP) and the Women in Coffee Project. A lover of stories and the people that tell them, she has always been interested in the culture and communities of the world in coffee. Both inside and outside the workplace, she's focused on gender, equity, and positively shifting the human patterns that shape our world.
Ted Stachura (he/him)
Director of Coffee, Equator Coffees
Ted Stachura has been involved in the coffee industry for over twenty-five years. For the past 13 years he has served as Director of Coffee at Equator Coffees in San Rafael, California, where he oversees coffee procurement, roasting and quality assurance. Prior to joining Equator, Ted was a coffee consultant with Kenneth Davids Consulting, as well as an editor at the online publication Coffee Review. He co-founded Coffee Informatics, developer of the data management system RoastLog. Ted also worked as Coffee and Tea Training Program Manager at Peet’s Coffee & Tea, among other roles. Ted’s passion for coffee is expressed through his study of coffee, daily cupping and his efforts to educate the public about quality coffee.
Josh Longsdorf (he/him)
Operating Partner / Green Buyer, Anthology Coffee
Josh Longsdorf, founder and coffee buyer at Anthology Coffee, boasts over 20 years of specialty coffee expertise. With Anthology, he has championed single variety coffee for 13 years, adapting to industry shifts with resilience and innovation. Amid economic uncertainty, Josh strategically adjusted the quality paradigm to offer accessible yet exceptional coffees. His commitment to simplicity in Single Origin menus and exploration of new sales channels showcase an understanding of evolving consumer preferences.
Believing that curiosity is the key to effective education, Josh advocates for an immersive and engaging coffee experience. Beyond the cup, he envisions leveraging curiosity to build a popular coffee menu that resonates with a diverse and expanding audience. Josh brings a wealth of knowledge including new opportunities for product differentiation, shedding light on the intersection of sustainability and the growing demand for origin information.