Lecture Description
When was the last time you paid $15 for a cocktail or a glass of wine? How about for a cup of coffee? Why should coffee be different? Industries like spirits and wine have effectively communicated the value of artistry and craft, commanding premium prices. For instance, Grand Cru wines from esteemed regions such as Burgundy can fetch hundreds to thousands of dollars per bottle. Could Specialty Coffee follow suit? How can Specialty Coffee communicate artisanal value effectively to elevate consumer willingness to pay? And what defines "luxury" coffee? These questions prompt exploration into the potential parallels between the worlds of spirits, wine, and coffee.
Date: Sunday, April 14, 2024
Time: 10:15am - 11:15am
Room Number: S402AB
Instructors
Jiyoon Han (she/her)
Bean & Bean Coffee
Jiyoon Han leads Bean & Bean Coffee in NYC, an omnichannel coffee business with retail cafes, ecommerce, subscriptions, and a wholesale program. She is a Licensed Q Arabica Grader and serves as an international juror for Cup of Excellence. Jiyoon and her mother Rachel, together the Mother Daughter Q Grader Duo, have appeared in Forbes, Huffington Post, Business Insider, CNN, and NBC. Jiyoon is a Board Director of the Specialty Coffee Association, and holds a BA in Economics-Philosophy from Columbia University and an MBA from Harvard Business School.
Adrian Clarke
Delarki Limited
Adrian Clarke is the founder and Principal of Delarki Limited, a private office specialise in nascent F & B categories. He holds directorships and advises several startups and has founded two: Axia, a dry Mastic spirit brand and Tenacious Labs, a cannabinoid company. He has a BA in Philosophy and Spanish from the University of Bristol and an MBA from Harvard Business School.
Wilford Lamastus (he/him)
Coffee Grower, Lamastus Family Estates
Wilford Lamastus, a third-generation coffee grower from Panama, assumes the role of CEO at the Lamastus Family Estates, overseeing an impressive array of farms including Elida (105 years old), El Burro, and Luito. Beyond cultivation, he manages a coffee roaster, cafes, and a coffee tours division, diversifying the family's coffee ventures. As a founding member of SCAP and the Best of Panama (BOP), Wilford has been instrumental in elevating Panamanian coffee onto the global stage. The Lamastus Family Estates are celebrated for their exceptional quality, particularly in the geisha category of the BOP competitions, consistently securing top honors. Notably, Wilford holds the record for the highest price ever paid at a coffee auction ($6.030/lb). His Elida coffee, lauded with an impressive 98 points in the Coffee Review, stands as a testament to his steadfast dedication to excellence. Moreover, he is the sole grower in Panama to have received three Panama Cups, a prestigious accolade bestowed upon the best producer, underscoring his unwavering commitment to the pinnacle of Panamanian coffee production.
Fabiano Borré (he/him)
CEO, PROGRESSO FARM & UVVA WINERY
Fabiano Borré is CEO of Progresso Farm and UVVA Winery.
Companies located in Chapada Diamantina, Bahia, Brazil.
Graduated in Business Administration, with a postgraduate degree in corporate finance and leadership, Fabiano belongs to the third generation of the Borré family running the family business.