It’s one thing to buy great coffee, it’s quite another to sell it. Designed for Marketing & Sales executives and other coffee professionals charged with translating all that is special about specialty coffee to customers, this origin trip is aimed at strengthening the authenticity, differentiation, and value of specialty coffee brands. Participants will learn and experience factors that contribute to great tasting coffee, examine environmental and social issues important for sustainability, and meet coffee farmers to understand the opportunities to connect coffee drinkers to the amazing people who grow it.
– Be exposed to various coffee regions of Guatemala, understand taste attributes, and discuss how to effectively educate consumers.
– Visit three different farms and meet those involved in production, providing an opportunity for meaningful connection.
– Explore environmental and social issues, discuss solutions with various actors in the coffee value chain, and examine opportunities to strengthen the conveyance of corporate social responsibility.
An optional weekend excursion in Antigua will be made available, as will an optional five-day Spanish immersion class (for an additional cost).
SCAA Member: $1395 | Non-Member: $1500
What’s included in the fee?: All lodging (hotel taxes and service charges included) while in Guatemala, all ground transportation and no fewer than two meals per day. Coffee education itinerary, guides and tour coordinators. Flights and travel expenses are not included.
Overview of Events*
Sunday, March 6
Arrival into Guatemala City, La Aurora Airport (GUA)
(Must arrive on this day and be ready to start the tour first thing Monday morning. Airport pickup will be available on March 6 only.)
Monday, March 7
OFFICIAL BEGINNING OF TOUR
The Culture of Coffee in Guatemala
– Presentation & cupping session
Dialogue Focus: Describing Taste. Considering how the producer describes their coffee, what technical experts say, and factoring in personal experience…how best to convey this experience to coffee drinkers?
– Visit coffee shops & Centro Historico
Tuesday, March 8
Solola or Suchitepequez Farm
Dialogue Focus: Relationship Coffee. What does that term mean? What are we hoping to achieve by connecting the consumer with origin? What images and stories convey that message? How can we create a stronger connection?
Wednesday, March 9
Dialogue Focus: Sustainability Challenges in Coffee. Exploring the social, environmental, and economic constraints that strain the supply chain. An honest dialogue about inter-relationships, addressing complex issues such as:
-Is the consumer interest organic and/or certified coffee counter to economic viability for the producer?
-Do commonly used images help promote a relationship with the farmer or do they border exploitation?
-What does the producer think/need/want out of this deal?
-Do quality interests compete with ones of sustainability?
Thursday, March 10
Dialogue Focus: The Untold Stories. Exploring how honey, bird and butterfly habitats, traditions, and modernity can deepen and differentiate coffee stories.
Friday, March 11
Departure to country of origin
*Tentative itinerary, subject to change
Early registration ends on 01/24/2011.
Regular registration starts on 01/25/2011 and ends on 03/06/2011.
Late registration starts on 03/07/2011.
All times are 12:00am (GMT-05:00) Eastern Time (US & Canada).