Lecture Description
Despite being the vibrant capital of a coffee-producing country, Nairobi’s specialty coffee market a tough nut to crack; limited demand, a hesitant consumer base, and deep-rooted challenges. This session draws on the journey of a woman-owned business that launched Nairobi’s first specialty coffee subscription, providing actionable insights for navigating similar obstacles.
Discover how to create offerings that connect with local consumers, build demand in an emerging market, and harness the power of community and storytelling. Learn the unique challenges of growing a specialty coffee market and the surprising parallels—and differences—between roasters at origin and other markets.
We’ll also unpack the game-changing potential of subscription services: how to position, grow, and engage a loyal customer base using tech to streamline operations, build trust, and turn casual drinkers into devoted brand advocates. Gain insights on bridging the gap between consumers and producers, and learn how to thrive in markets with untapped potential.
Learning Objective:
Cracking the Code of Specialty Coffee Markets: Attendees will dive deep into the real challenges of growing a specialty coffee market in untapped regions. Understand the unique dynamics at origin, and discover how roasters in sourcing countries face both shared and distinct hurdles compared to other markets.
Creating Demand from Scratch: We'll uncover the secrets to igniting demand in a new market. Learn what truly works—and what doesn’t—through the power of storytelling and community-building to turn coffee skeptics into loyal advocates.
The Subscription Superpower: See how the subscription model can transform your business. Position it right, grow a loyal fanbase, and turn casual drinkers into die-hard supporters by delivering consistent value and connection.
Tech-Driven Customer Connection: Learn how to customise technology to deliver perceived value to your customers, streamline operational tasks at the roastery, and deepen your understanding of your audience to transform them into passionate brand evangelists.
Date: Friday, June 27, 2025
Time: 12:15 - 1:15 PM
Location: Lecture Room V
This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee Geneva here.
Lecturers / Presenters
Wanjiru Mari (she/her)
CEO, Coffee Lab Nairobi
Wanjiru Mari, a former research scientist with a background in particle physics, left her tech career to explore new possibilities—roasting coffee. What started as a weekend passion quickly became a full-fledged business. But while roasting came easily, the real challenge was getting local consumers to embrace premium specialty coffee.
She launched Nairobi’s first specialty coffee subscription - starting with a small network, she built a loyal community and quadrupled revenues in one year.
Now, armed with passion and lived experience, Wanjiru is reshaping how the world hears, values, and connects with origin stories.