This is the 3rd 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 discuss the importance of coffee growers gaining confidence in dictating their pricing and choosing their customers for sustainability and profit. The episode condemns the practices of buying coffee at prices below the cost of production, touches on the impact of colonial roots on pricing structures, and the need for financial education among growers. It also highlights the risks of manipulative discount requests from brands and suggests that businesses struggling financially should fail with dignity. The dialogue underlines the necessity for honesty and integrity in the industry, critiques current crisis points, and teases future discussions on stakeholder health within the supply chain. 00:00 Intro 00:37 Becoming a Coffee Consultant 01:18 The Critical Conversation: Paying Above the Cost of Production 03:11 Unveiling Industry Secrets: The Predatory Practices Exposed 07:23 The Financial Education Gap: Empowering Growers with Knowledge 08:26 Navigating Discounts and Manipulation: The Grower's Dilemma 10:53 The Bigger Picture: Securing a Sustainable Future for Coffee 12:33 Closing with Dignity: A Message of Support and Solidarity 15:24 Looking Ahead: The Health of Stakeholders in the Supply Chain 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