This is the 2nd episode of a five-part series on The Daily Coffee Pro by Map It Forward Podcast, hosted by Map It Forward founder, Lee Safar. Our guest for this series is US-based industry veteran, Madeleine Longoria Garcia. Having returned from the SCA Expo in Chicago, this series is focused on exploring 'The Conversations We're Not Having in Coffee That We Should Be Having". In this episode of the series, Madeleine and Lee delve into the concerning trends within the coffee industry. They take a critical look at the unsustainable quest for cheaper coffee by businesses, which is seen as a sign of unhealthy business practices. Reflecting on their observations from the recent SCA Expo in Chicago, noting a 'crack in the glass' – a metaphor for the unsettling realization among industry participants that there's a disconnection from meaningful engagement and a need for a critical reevaluation of the coffee business model. They argue that at its core, the coffee industry is built on a colonialist foundation that marginalizes producers and benefits a select few. Throughout the episode, the discussion focuses on the necessity of empathy in business practices, the need for educated and responsible business owners in the coffee industry, and a call to action for producers to refuse to sell their coffee at unsustainably low prices. The episode wraps up with a teaser for the next part of the series, which will tackle the issue of paying beyond the cost of production. 00:00 Intro 00:45 Coffee Consultant Workshop 01:24 Deep Dive into Coffee Industry Conversations 04:48 The Broken Coffee Model: A Historical Perspective 04:54 Unveiling the Impact of Colonialism on Coffee 05:56 The Shocking Lack of Colonial Education in the UK 07:55 Defining Colonialism and Its Effects on Coffee 12:44 The Realities of Coffee Business Profitability 16:25 The Race to the Bottom: A Dangerous Business Strategy 20:08 Empowering Producers: Standing Firm on Pricing 21:32 Closing Thoughts and Next Episode Teaser Connect with Madeleine Longoria Garcia here: https://www.linkedin.com/in/madeleinelg/ https://www.instagram.com/madeleine.mlg/ •••••••••••••••••••••••••••••••• The Daily Coffee Pro by Map It Forward Podcast Host: Lee Safar https://www.mapitforward.coffee https://www.instagram.com/mapitforward.coffee https://www.instagram.com/leesafar •••••••••••••••••••••••••••••••• This episode is brought to you by Map It Forward's revised on-demand online workshop "It's Time to Become a Coffee Consultant" available now on our website with additional new bonus material including the coffee consultant career map. Get more details on how you can create an alternative revenue stream today at https://mapitforward.coffee/workshops