Workshop Description: This workshop is designed to support green coffee exporters and producers to succeed in the U.S. specialty coffee market. Participants will learn how to craft compelling brand stories, target the right market segments, and plan effective customer journeys through communications, samples, and sales techniques. With insights from industry experts, attendees will gain a deeper understanding of buyer expectations, seasonality, and strategies for building lasting business relationships.
Date: Saturday, April 26, 2025
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 372AB
Category: Green Coffee, Business
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Instructor
Sandra Loofbourow (she/her)
Educator and Consultant, Openflor Coffee
Sandra Elisa Loofbourow is a certified Q Instructor through CQI, a seasoned green buyer, roaster, barista, and published author. She was a founding Director of The Crown: Royal Coffee Lab & Tasting Room, and co-host of the bilingual podcast Cafetera Intelectual. Through Loupe Coffee and Openflor, she’s working to build a sustainable, ethical, and quality-focused coffee supply chain.