The Daily Coffee Pro Podcast by MAP IT FORWARD MAP IT FORWARD

This is the 2nd episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest for this series is US-based industry veteran, Madeleine Longoria Garcia. Having returned from the SCA Expo in Chicago, this series is focused on exploring 'The Conversations We're Not Having in Coffee That We Should Be Having".

In this episode of the series, Madeleine and Lee delve into the concerning trends within the coffee industry.

They take a critical look at the unsustainable quest for cheaper coffee by businesses, which is seen as a sign of unhealthy business practices.

Reflecting on their observations from the recent SCA Expo in Chicago, noting a 'crack in the glass' – a metaphor for the unsettling realization among industry participants that there's a disconnection from meaningful engagement and a need for a critical reevaluation of the coffee business model.

They argue that at its core, the coffee industry is built on a colonialist foundation that marginalizes producers and benefits a select few.

Throughout the episode, the discussion focuses on the necessity of empathy in business practices, the need for educated and responsible business owners in the coffee industry, and a call to action for producers to refuse to sell their coffee at unsustainably low prices.

The episode wraps up with a teaser for the next part of the series, which will tackle the issue of paying beyond the cost of production.

00:00 Intro
00:45 Coffee Consultant Workshop
01:24 Deep Dive into Coffee Industry Conversations
04:48 The Broken Coffee Model: A Historical Perspective
04:54 Unveiling the Impact of Colonialism on Coffee
05:56 The Shocking Lack of Colonial Education in the UK
07:55 Defining Colonialism and Its Effects on Coffee
12:44 The Realities of Coffee Business Profitability
16:25 The Race to the Bottom: A Dangerous Business Strategy
20:08 Empowering Producers: Standing Firm on Pricing
21:32 Closing Thoughts and Next Episode Teaser

Connect with Madeleine Longoria Garcia here:
https://www.linkedin.com/in/madeleinelg/
https://www.instagram.com/madeleine.mlg/

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The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar
https://www.mapitforward.coffee
https://www.instagram.com/mapitforward.coffee
https://www.instagram.com/leesafar
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This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

This is the first episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest for this series is US-based industry veteran, Madeleine Longoria Garcia. Having returned from the SCA Expo in Chicago, this series is focused on exploring 'The Conversations We're Not Having in Coffee That We Should Be Having".

In this episode of the series, Madeleine and Lee have a reflective conversation on the state of the coffee industry, sparked by observations from the recent Expo in Chicago.

They discuss the noticeable excess and lavish spending within the industry, questioning the sustainability and message being conveyed to the outside world when equipment manufacturers are emboldened to create 24 ct gold espresso machines while the majority of the supply chain is in crisis.

Madeleine shares her experiences and concerns as a veteran in the coffee world, touching upon topics like direct trade, the cyclical nature of new and exciting industry participants, and the need for actionable change beyond conversations.

They also delve into the broader implications of the coffee crisis, the role of large corporations, and the impact of industry events like expos on new and existing business owners.

The conversation calls for a reevaluation of priorities within the coffee community, focusing more on meaningful action and support for producers to ensure the industry's future sustainability.

00:00 Intro: Reflecting on the Excess of the Coffee Industry
00:55 Coffee Consultant Workshop
02:13 Diving Deep into Expo Experiences and Industry Realities
06:17 The Stark Contrast of Expo Parties and Industry Challenges
17:03 Exploring the Cyclical Nature of Coffee Industry Enthusiasm
21:17 Addressing the Crisis in the Coffee Industry
37:29 Concluding Thoughts and a Call to Action

Connect with Madeleine Longoria Garcia here:
https://www.linkedin.com/in/madeleinelg/
https://www.instagram.com/madeleine.mlg/

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The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar
https://www.mapitforward.coffee
https://www.instagram.com/mapitforward.coffee
https://www.instagram.com/leesafar
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This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

This is the 5th and final episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest in this series is returning guest, Brazilian coffee Agronomist, Jonas Ferraresso and this series explores the state of the Brazilian Coffee Supply Chain in 2024.

In this episode of the podcast series, Jonas and Lee focus on the challenges posed by temperature variations such as heat waves. Despite initial optimistic forecasts for a robust 2024 season, unexpected climate conditions have led to a revised outlook, projecting just an average harvest.

The episode delves into the intricacies of coffee harvesting under adverse weather conditions and explores strategies for mitigating these impacts. It also highlights the importance of diversifying revenue streams for those in the coffee industry, through Map It Forward's workshop on becoming a coffee consultant.

The conversation covers the ramifications of climate issues on coffee yield, market dynamics, and the potential global implications of such trends. Jonas shares insights on the increasing difficulties in coffee cultivation, the adaptability of coffee trees, and their physiological responses to stress, emphasizing the broader implications for the coffee market and future harvests.

00:00 Anticipating the Coffee Seasons of 2024 and 2025
00:39 Sponsored Message: Become a Coffee Consultant
01:18 Final Episode Insights with Agronomist Jonas
01:51 Climate Challenges Impacting Coffee Harvests
02:46 Heat Waves and Their Effects on Coffee Production
06:15 Predictions and Market Dynamics for Upcoming Seasons
10:27 The Realities of Coffee Trading and Market Speculation
13:40 Exploring the Global Demand for Brazilian Coffee
15:53 Concerns for Domestic Consumption Amidst Export Growth
17:28 Closing Thoughts and Contact Information

Connect with Jonas here: https://www.linkedin.com/in/jonas-leme-ferraresso-b5391027/
https://www.instagram.com/jonascoffeeagronomist/

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The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar
https://www.mapitforward.coffee
https://www.instagram.com/mapitforward.coffee
https://www.instagram.com/leesafar
••••••••••••••••••••••••••••••••
This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

This is the 4th episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest in this series is returning guest, Brazilian coffee Agronomist, Jonas Ferraresso and this series explores the state of the Brazilian Coffee Supply Chain in 2024.

In this episode of the podcast series, Jonas and Lee delve into the challenges and transitions facing coffee producers in Brazil, discussing the impact of geopolitics and the generational shift in farming practices. Ferraresso provides insights into the mindset of coffee producers, the conservative nature of their approach, and the struggles with succession planning for small and medium holder farms.

The conversation emphasizes the changing expectations of the younger generation, moving away from traditional farming towards innovative and sustainable practices such as Agroforestry, Regenerative, and Organic farming.

The episode also explores the role of technology, climate change, and the potential future of coffee production in Brazil, touching on the importance of sustainability and the complex dynamics of international market demands.

00:00 Welcome & Series Introduction
00:39 Exploring the Mindset of Brazilian Coffee Producers
03:12 Generational Shifts in Coffee Farming
07:56 The Future of Coffee Production in Brazil
11:23 Sustainability and Regenerative Agriculture Trends
13:06 The Complex Puzzle of Coffee Farming's Future
14:13 Certification and Global Standards in Coffee Production
16:27 Closing Thoughts and Next Episode Teaser

Connect with Jonas here: https://www.linkedin.com/in/jonas-leme-ferraresso-b5391027/
https://www.instagram.com/jonascoffeeagronomist/

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The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar
https://www.mapitforward.coffee
https://www.instagram.com/mapitforward.coffee
https://www.instagram.com/leesafar
••••••••••••••••••••••••••••••••
This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

This is the 3rd episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest in this series is returning guest, Brazilian coffee Agronomist, Jonas Ferraresso and this series explores the state of the Brazilian Coffee Supply Chain in 2024.

In this episode of the podcast series, Jonas and Lee explore the significant impact geopolitics have on the coffee supply chain, particularly focusing on Brazil's coffee production ecosystem.

They discuss how the war in Ukraine has led to skyrocketing fertilizer prices due to Russia's prominent role as a fertilizer exporter, affecting not only coffee growers but the broader agricultural sector. This situation prompts a discussion on how countries, including Brazil, are exploring alternative fertilizer sources and the ways in which geopolitical tensions and trade relationships affect global food and coffee prices.

Additionally, they reflect on the broader implications of food as a geopolitical tool and the potential future challenges in food security and coffee production. The conversation also touches on the new EU Deforestation Regulations (EUDR) and its potential impact on coffee trading with Europe.

This episode aims to shed light on the intricate connections between geopolitics and the coffee industry, emphasizing the urgent need for solutions to ensure the sustainability of coffee production and global food security.

00:00 The Impact of Geopolitics on Coffee Production
00:41 Introducing the Coffee Consultant Workshop
01:20 Exploring the Coffee Supply Chain with Jonas Ferraresso
01:55 Geopolitical Tensions and Global Coffee Prices
06:10 The Ripple Effects of Trade Relationships on Global Food Security
08:51 The Role of Geopolitics in Food and Coffee Security
10:29 Future Challenges for Coffee Farmers Amidst Geopolitical Strains
17:42 Geopolitics, Climate Change, and the Coffee Supply Chain
19:19 Looking Ahead: The Next Generation of Coffee Producers
20:03 Closing Thoughts and Invitation to Engage

Connect with Jonas here: https://www.linkedin.com/in/jonas-leme-ferraresso-b5391027/
https://www.instagram.com/jonascoffeeagronomist/

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The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar
https://www.mapitforward.coffee
https://www.instagram.com/mapitforward.coffee
https://www.instagram.com/leesafar
••••••••••••••••••••••••••••••••
This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops

This is the 2nd episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar.

Our guest in this series is returning guest, Brazilian coffee Agronomist, Jonas Ferraresso and this series explores the state of the Brazilian Coffee Supply Chain in 2024.

In this episode of the podcast series, Jonas and Lee discuss the current state and future of coffee production in Brazil.

The conversation highlights the critical challenges Brazilian coffee producers face, including labor shortage, high production costs, and the complexities of the coffee market, influenced heavily by the C-Market prices.

The episode also covers the impact of these challenges on the decision-making process of producers, the shift towards mechanized farming, and the potential for producers to switch to other, less complex, and more profitable crops. Furthermore, it discusses the historical context of coffee pricing and its insufficient increase to cover the growing expenses and risks associated with coffee farming.

The podcast concludes with a broader view of the implications these challenges have on the entire supply chain and the future of coffee as a potential luxury product.

00:00 Navigating the Complexities of Coffee Production
00:40 Sponsored Message: Becoming a Coffee Consultant
01:19 Introduction to the Series with Jonas Ferraresso
01:42 The Future of Coffee Production in Brazil: Challenges and Insights
02:55 Labor Shortages and the Impact on Coffee Farming
05:48 Exploring Alternatives: The Shift from Coffee to Other Crops
07:49 The Economic Realities of Coffee Production
11:22 Understanding the C-Market's Influence on Coffee Prices
15:04 The Generational Shift in Coffee Farming
17:36 The Future of Coffee: A Luxury Product?
18:34 Closing Thoughts and Next Episode Teaser

Connect with Jonas here: https://www.linkedin.com/in/jonas-leme-ferraresso-b5391027/
https://www.instagram.com/jonascoffeeagronomist/

••••••••••••••••••••••••••••••••
The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar
https://www.mapitforward.coffee
https://www.instagram.com/mapitforward.coffee
https://www.instagram.com/leesafar
••••••••••••••••••••••••••••••••
This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops