Lecture Description
Purposefully buying green coffee is not like going to the supermarket for groceries. The coffee ecosystem is complex and diverse, with many actors along the value chain, and a multitude of risks and factors beyond your control. Competition is fierce, and differentiating yourself in the market is complicated, especially if you do not have a well-thought-out strategy and can connect that strategy to your company's purpose.
This lecture will focus on utilizing your company’s purpose and strategy to develop your green coffee buying program. We’ll discuss what makes a good strategy, what risks and uncertainties lie in the process, and the basics of coffee forecasting and inventory management. You will leave with a better understanding of how to plan your green coffee needs for the year (and years!) ahead and the tools available to make those decisions in a sustainable, confident way to attract customers and run a successful coffee business.
Date: Friday, April 12, 2024
Time: 10:15am - 11:15am
Room Number: S402AB
Instructor
Alejandro Cadena (he/him)
CEO, Caravela Coffee
Alejandro Cadena is co-founder and CEO of Caravela Coffee, a company that specializes in high-quality green coffee with over 20 years of experience.
An economist from the Universidad de Los Andes in Bogotá, he first worked as an investment banker in London and NYC. In 2001, he co-founded Caravela with the mission of generating greater value for the entire chain.
Under his leadership, Caravela has expanded around the world, vertically integrating a large part of the value chain with its own export operations in several countries in Latin America and sales and import operations in 4 continents. The company has more than 250 employees, 90% in its origin operations, sourcing coffee from around 3,000 farmers which is sold to more than 500 roasters in 35 countries.