Lecture Description
This presentation, “Building the Human Story of Guatemalan Coffees,” introduces a transformative approach to national coffee branding by leveraging the rich narrative and heritage of Guatemalan Coffees. It addresses the opportunity behind a strong, yet under-recognized, coffee brand, revealing how the power of human stories can elevate a nation’s coffee identity on the global stage.
The story centers on the human element—how coffee growers, diverse landscapes, and Guatemala´s vibrant culture come together to produce world-class coffees that connects emotionally with consumers worldwide.
Through a clear positioning framework, the presentation defines the brand’s target audience as global coffee drinkers seeking authenticity, connections and positive impact. It showcases Guatemala’s leadership in quality, innovation, community, and sustainability, emphasizing artisanal traditions, pioneering methods, and deep commitment to the coffee growing families and their communities.
The case study demonstrates measurable growth in brand awareness, engagement and international recognition, mainly driven by strategic storytelling and multi-channel communication.
By weaving together research insights, stakeholder perspectives, and actionable branding strategies, this presentation delivers a compelling blueprint for how Guatemalan Coffees—and the country itself— can transform and reposition a country’s image on the world stage. Supported by engaging videos and social media examples, it also shows how the Guatemalan Coffee brand identity was brought to life at the WOC San Diego booth, so that attendees would have a more likely experience of the case study. Inspirational and practical, this presentation offers valuable lessons for industry leaders, marketers, and coffee professionals, making it an ideal addition to the SCAs’ Education Program.
Date: Sunday, April 12, 2026
Time: 10:30 am - 11:45 am
Location: Room 24AB
Category: Business
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
Andrea Vergara
Marketing Manager, Guatemalan National Coffee Association (Anacafé)
Holds a Master's degree in international marketing and a Bachelor´s degree in Business Administration. Has more than twelve years of professional experience in marketing, with a strong focus on the food and beverage sector. Currently serves as Marketing Marketing at the Guatemalan National Coffee Association (Anacafé), leading strategic initiatives that strengthen the global positioning and value proposition of the Guatemalan Coffees country brand in international markets.
Mike Dabadie
CEO, Heart and Mind Strategies
Mike Dabadie is the CEO of Heart and Mind Strategies, an insights, strategy, and activation consultancy. He has worked with SCA on strategic planning, consumer insights, and was the global campaign manager for the merger of SCAA and SCAE. Mike provided the strategy for the new brand positioning and new brand design for Anacafé and Guatemalan Coffee.