Origin with Purpose: Redefining Guatemalan Coffees Country Brand
(Room 24 AB)
12 Apr 26
10:30 AM
-
11:45 AM
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 Coffeesbrand identity was brought to life at the WOC San Diego booth, so that attendees would have most 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."