Producer Toolkit: Marketing & Sales, Pt 2 - Navigating trade shows

This episode explores what a trade show actually feels like for a farmer who flew in on money his community pooled together, why a sausage dog opened a door that hundreds of cold emails couldn't, and why learning English may be a better investment for a farmer than a longer fermentation.

Part of The Coffee Producer Toolkit, a series made in collaboration with Lucia Solis, it will help you understand coffee farming better than most professionals you'll meet at a trade show.

Each episode takes one part of the farming business — agronomy, processing, fermentation, storage, quality, sales — and lays out what the best farms are actually doing.

Related podcast episodes:

Lucia:

#54: Visiting Producers, Advanced Tourism & The Coffee Hunter (farm visits, the buyer relationship)#56: Pranoy Thipaia (finding export markets, expo advice)#65: To Blend or Not to Blend? Wine Vintages, and Harvest Update (sales strategy, consistency over novelty)Cabal Cafe Podcast en Espanol

James:

Filter Stories: The Hard Business of Selling Beautiful Coffee

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