Lecture Description
In today’s competitive coffee market, quality alone is often not enough to stand out. How coffee professionals communicate their work increasingly shapes how their coffee is understood and remembered. This practical lecture explores how storytelling can help coffee businesses communicate value more clearly and effectively. Participants will learn how to identify which stories matter in different business contexts, how to structure them clearly, and how to avoid common communication mistakes.
Using real examples and practical storytelling frameworks, attendees will leave with simple tools to help communicate their company’s unique identity and extrinsic attributes in ways that are more relevant, memorable, and easier to understand.
Whether the goal is to support buyer conversations, communicate sourcing decisions, strengthen partnerships, connect with customers, or better explain the work behind the coffee, this session will provide practical guidance for communicating with greater clarity and intention.
Date: Saturday, June 27, 2026
Time: 13:00 - 13:45
Location: Room 1122
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.
Speaker
Maria Barikhina
Maria Barikhina is a marketing and storytelling professional in coffee, specialising in sustainability, messaging and branding. In her communications role at Sancoffee - SCA Sustainability Awards Winner 2024 - she works closely with producers, roasters, and industry partners to craft narratives that highlight the value of sustainable practices and direct relationships.
Previously, Maria was the Head of Marketing at Algrano, where she designed the company’s communication and marketing strategy. A key part of her work was showcasing the power of direct relationships between coffee producers and roasters, using storytelling to highlight transparency and the human connections that drive specialty coffee.
She also runs Zurich Storytellers, a community of 2,000 members, where she co-hosts live storytelling shows to help people practice public speaking and connect through authentic narratives.