IWCA Chapters Come Together In Maine For Professional Development Experience

IWCA Chapter Members serving their coffees at a tasting even hosted by Coffee By Design

Author: IWCA Executive Director, Dr. Sarada Krishnan

Many of us value a trip to an origin country to gain a deeper understanding of how coffee is grown and the challenges faced by coffee growers, while making direct connections with the people whose coffee we might consider selling through our outlets. Reversely, many producers find it valuable to visit roasters and retailers so that they can understand the needs of consumers. 

A group of IWCA producing country chapter members got just this opportunity in April, thanks to an ardent IWCA supporter, Mary Allen Lindemann of Coffee By Design (CBD). At the end of the SCA expo, about 25 of our chapter members representing nine countries along with Blanca Castro, IWCA Chapter Relations Manager, and myself boarded a bus and took the 2-hour trip from Boston to Portland, Maine. 

The next two days were filled with exciting activities that represented IWCA’s three pillars of empowerment – leadership development, amplified market visibility and strategic partnerships. 

Leadership Development

We visited three small businesses and heard about their success, challenges, and the important role they play in their communities. We met Roxi Sugar, founder and designer of Angelrox, a family-owned business crafting clothing in their textile mill in Biddeford, Maine. We visited her mill, where the designs are handcrafted and one of her retail stores. Next, we visited Ebenezer Akakapo’s jewelry studio. An immigrant from Ghana, Ebenezar’s path to success is fascinating and inspiring. His jewelry design is based on traditional symbols from his native country of Ghana that represent human virtues. We also had an opportunity to meet a restaurant owner, Krista Cole of Sur Lie. While having a sumptuous meal prepared by her and her team, we heard her story of how her business survived the economic slump that was brought about by the COVID-19 pandemic. 

Amplified Market Visibility

The second day was spent in the cupping rooms of CBD. The entire CBD team had gone above and beyond to roast and cup the coffee samples provided by our IWCA chapter members. Evaluation sessions were held with each producer so that they gained a better understanding of what was good about their coffee and where there were opportunities for improvement. This exercise provided valuable education about consumers needs and purchasing decision. A tasting session was held with the public and memebrs were able to engage directly with consumers. 

Strategic Partnerships

This whole experience reiterated the importance of partnerships similar to what we have with Coffee By Design to connect both ends of the coffee value chain, from producers to roasters and consumers. The visit ended with a celebration dinner with the Portland, Maine community, emphasizing how we are all part of a community and relationships are key to our successes. 

These amazing experiences were made possible by the kindness and generosity of Mary Allen, Coffee By Design and the entire CBD team. CBD operates by the African philosophy of “Ubuntu” which means “I am because we are.” Ubuntu was prevalent throughout this tour and experience reminding us of the universal bond of sharing that connects all of us. Thank you Mary Allen and the CBD team for your sharing!