From Procurement to Cobranding: A Path to Better Value Distribution | Luis Samper | Re:co 2021
Throughout history, coffee has nurtured relationships.
If our industry goal is to have a sustainable coffee supply, we need to take an honest look at relationships, value generation, and appropriation dynamics between origins and brands. Luis will explore how traditional transaction concepts, centered only on quality and delivery, limit the capacity of our industry to generate and better distribute value. There is a need to shift purchasing models where the relationship between roasters and producers change from “procurement” to “co-branding partners.” This creates increased value for the producer, encourages relationships and innovation over time, and builds strong origin stories that engages consumers. After all, shouldn’t the story of origin belong to origin?
Special Thanks to Our Partners, Savor Brands
Re:co (Regarding: coffee) is a unique event designed for high-level discussion, leading innovation and strategy development for those passionate and influential in the world of specialty coffee. Understanding Specialty Coffee’s Value, the second session of Re:co 2021, was supported by Savor Brands.
About the Speaker
Luis Samper
Director, 4.0 Brands
Luis' purpose is to create and measure collective value, focusing in origin branding and geographical indications. With a significant experience in the coffee industry, he is a co-author of several publications including, “Juan Valdez, the Strategy Behind the Brand”, “A new World Coffee Order”, “From Procurement to Co-Branding”, “The powerful role of intangibles in the coffee value chain” and “Towards a Balanced Sustainability Vision for the Coffee Industry,” and has been featured in two Harvard Business Case Studies.
About this Session: Understanding Specialty Coffee’s Value
Once we understand what we value and how we assess it, it’s time to focus on how that value gets distributed both across the value chain and within companies. In this session, we’ll introduce new business models, explore the impact of collaboration, and trace all the different ways we can better build—and share—value along the chain.
Directly connect to the people and conversations driving coffee at Re:co, the industry stage for leadership and ideas. Addressing the most pressing topics facing our industry today, Re:co blends expert speakers, sensory experiences, live discussion, networking, and community engagement opportunities.
Re:co returns as an in-person event in 2022, hosted at the Westin Boston Seaport, MA, USA, from April 6-7. Learn more or register: recosymposium.org.