Workshop Description: This workshop equips new and growing coffee entrepreneurs with the knowledge and tools to start and scale a wholesale coffee business. We’ll cover the full journey—from green coffee buying and roasting to selling your product across B2B and consumer channels. By the end, you’ll have a comprehensive roadmap to develop a profitable, customer-focused wholesale program, along with an understanding of key industry benchmarks and strategies for standing out in a crowded market.
Learning Objectives:
1. To learn how to source green coffee in an effective manner by working with various buying methods, forecasting, and working alongside producers
2. To understand the necessary equipment and education needed to create an in-house roasting program
3. Gain practical and effective sales tactics from two coffee sales professionals, such as how to build a pipeline, creating sales & marketing materials, and how to conduct in & out-bound sales
4. Attendees will have a business plan specially for wholesale coffee roasting to follow along, fill-out, and walk away with
Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 11:00 a.m.
Room Number: 30 C
Category: Business
REGISTRATION FEES:
EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230
*Early Bird pricing ends March 1, 2026
Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.
Instructor
Tarra Samuelson
Consultant
Tarra Samuelson (she/her) has spent the past 15 years working across retail, wholesale, and educational facets of the specialty coffee industry. She has contributed to the growth of both boutique roasters and large, fast-scaling companies through her expertise in sales, business development, and operations. Tarra co-owns Provision Coffee in Phoenix, Arizona with her husband and is the founder of Curated Coffee Consulting, a consulting agency dedicated to supporting specialty coffee start-ups in retail & wholesale. She brings a strong passion for education and relationship-driven sales, and has held national sales and business development roles with companies including Verve Coffee, Equator Coffees, Rishi Tea, and Eversys.
Blair Smith
Southwest Account Manager
Blair Smith is the Southwest Account Manager for Ally Coffee, a green coffee importer. She has been working in specialty coffee since 2012, working in various roles as a barista, store manager, general manager, roaster, and wholesale manager, and now enjoys the role where she can connect both ends of the supply chain. When she's not living and breathing coffee, she enjoys cooking, gardening, and raising chickens.