Lecture Description
In this lecture, Professor Peter Roberts from Emory University shares insights from his recent book, called "From Supply and Demand to Numbers, Networks, and Narratives: Confronting the Commodification of Specialty Coffee Producers." This book poses an important question for coffee professionals: As expanding specialty markets call for higher-quality coffees produced and transacted in certain ways, why is there not a widespread expectation that the producers who grow these differentiated coffees should receive prices that are commensurate with the economic value they create? Relying on more than a decade of observation and industry engagement, Roberts does not accept that problematic pricing is the direct result of ongoing problems with global supply and demand. The real problems are that the people who grow differentiated coffees do not have access to relevant price information and that they have outdated market connections. These numbers and networks problems are exacerbated by a more fundamental problem. Conversations about the value of green specialty coffees remain rooted in an outdated pricing narrative. After presenting these core arguments, this lecture outlines mosaic of promising market interventions that address the numbers and networks problems before explaining why an outdated pricing narrative is so hard to change.
Date: Sunday, April 12, 2026
Time: 10:00 am - 10:45 am
Location: Room 24C
Category: Sustainability
Access: This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Peter W. Roberts
Peter Roberts has a PhD in Organizational Analysis from the University of Alberta (Canada) and has held academic positions at the Australian Graduate School of Management (Australia), Carnegie Mellon University (USA), Colombia University (USA), and Emory University (USA). For more than a decade, he has been the Academic Director of Specialty Coffee Programs at Emory University.
Peters’ 10+ years of work in and around the specialty coffee industry includes an annual pricing report (The Specialty Coffee Transaction Guide) that has been downloaded more than 10,000 times. His coffee work attracts the attention of industry media outlets. For instance, a recently published World Development article (Is the rising tide of specialty coffee lifting all boats?) was specifically covered by Daily Coffee News. This work also attracts considerable social media attention. Here, the Instagram page for the Specialty Coffee Transaction Guide has more than 5,200 followers.
Finally, Peter teaches an elective class in the business school at Emory University (called The Past, Present and Future of Specialty Coffee: An Integration of Historical, Market and Cultural Perspectives) that attracts more than 150 students per year.