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. 

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Speaker

Maria Barikhina

Communication Strategist & Storytelling Coach, Sancoffee / MB Narrative Intelligence

Maria Barikhina is a marketing and storytelling strategist specializing in value communication. Through her work she helps coffee businesses communicate what makes their coffee meaningful beyond quality alone.