Lecture Description
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 connect 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 a 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 Coffee brand identity was brought to life at the WOC San Diego booth, so that attendees would have a more likely experience of the case study. Inspirational and practical, this presentation offers valuable lessons for industry leaders, marketers, and coffee professionals.
Date: Friday, June 26, 2026
Time: 15:00 - 16:00
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.
Speakers
Andrea Vergara
Marketing Manager, Guatemalan National Coffee Association (Anacafé)
Holds a Master’s degree in international marketing and a Bachelor´s degree in Business Administration.
Has more than twelve years of professional experience in marketing, with a strong focus on the food and beverage sector.
Currently serves as Marketing Manager at the Guatemalan National Coffee Association (Anacafé), leading strategic initiatives that strengthen the global positioning and value proposition of the Guatemalan Coffee country brand in international markets.
Carol Gstalder
Insights + Strategy Consultant, Heart+Mind Strategies
Carol Gstalder is SVP and Managing Director of Heart+Mind Strategies. She works with organizations navigating the intersection of brand strategy, communication effectiveness, and reputation. Carol is frequently called on to decipher how concepts like origin, values, and long‑term responsibility function as credibility engines with consumers and stakeholders, especially in complex, global categories. She is known for her ability to consult in challenging environments around the world, including energy, agriculture, transportation, and other sectors where trust must be earned repeatedly, not assumed.