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Where does coffee come from? To answer this question, introductory courses, trainings, and popular press articles frequently depict a multi-step process that begins with the planting of a coffee seed and ends with the brewing of a cup of coffee. These seed-to-cup diagrams vary in their language and style, but they share a common purpose: to make a complex supply chain accessible and comprehensible.
But what kind of unintended consequences might be provoked by this simplification? Which stages of coffee's journey do we choose to emphasize and what do we erase? In July of 2019, the SCA's Price Crisis Response (PCR) Initiative hosted a workshop in Brazil to interrogate the common seed-to-cup narrative, and we arrived at the conclusion that the coffee system is much more complicated than any linear diagrams. In this lecture, SCA staff from the Sustainability and Knowledge Development department will introduce an alternative illustration of the coffee system and explore why having a more complex, dynamic map is important to the sustainability of specialty coffee.

By popular demand, this session will be recorded and re-broadcasted on Friday, May 1st. If you can't make it at this time, please find the second offering on May 1st. The re-broadcast will be followed by Live Q&A in real time with staff from SCA's Sustainability & Knowledge Development department.

Presented By:
Kim Elena Ionescu - Chief Sustainability and Knowledge Development Officer, Specialty Coffee Association
WEBINAR ENDED
Presenter
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Kim Elena Ionescu
Chief Sustainability and Knowledge Development Officer
Kim Elena Ionescu is the Chief Sustainability and Knowledge Development Officer for the Specialty Coffee Association (SCA), where she develops strategy and leads action on behalf of coffee-centric businesses and organizations both large and small in the United States, Europe, and beyond to tackle the challenges coffee faces now and in the future.

Prior to joining the association, Kim spent a decade buying coffee and creating and directing sustainability at Counter Culture Coffee in North Carolina, where she resides with her husband and two daughters. And although these days she is more likely to be found behind desks and podiums than cupping tables and espresso machines, Kim believes that innovation and collaboration across the coffee value chain are critical for our community to thrive.
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