Blog

After attending the London Coffee Festival, I reflected on the disconnect between the narratives around specialty coffee—quality, sustainability, traceability—and the economic structures behind them. As a Colombian-born marketing consultant, I explore how real impact in coffee requires more than storytelling: it demands purpose-driven strategy, consistency, and genuine relationships across the value chain.

In 2016, I had the opportunity to travel to Hangzhou, the headquarters of Alibaba, the Chinese giant managed and created by one of the...