Beyond the Beans: How to Craft Stories to Connect With Your Buyer
(Room Room S)
26 Jun 25
2:30 PM
-
5:00 PM
In today’s competitive coffee market, great coffee isn’t enough - how you tell your story can make the difference between getting noticed and being overlooked. This hands-on workshop will equip coffee professionals with the storytelling skills needed to connect with buyers, align with their values, and improve commercial opportunities.
Participants will learn how storytelling can help communicate their company’s unique identity, sustainability efforts, and extrinsic attributes in a way that resonates. Using proven techniques such as structured storytelling frameworks and values-driven narratives, attendees will craft their own compelling stories and practice applying them effectively.
Through interactive exercises and live feedback, participants will leave with practical storytelling tools to position their product more effectively. Whether their goal is to increase sample consideration, build stronger relationships with buyers, or stand out in a crowded marketplace, this workshop will provide a clear, structured approach to crafting impactful stories.