Blanca Castro, IWCA Chapter Relations Manager

I was reviewing my 2019 notes to being to reflect on the year for this blogpost. Little did we know then what we were about to face in 2020…

As the global pandemic began to unfold, within the IWCA world, we started to do what we do best: connect. We checked in with IWCA chapter members about their health, their families, and communities. We gathered and shared their thoughts and feelings to understand how the Covid19 experience was reaching our network. Along with the low coffee prices and other challenges, we learned about immediate problems, such as transit restrictions causing labor issues and transportation delays, frequently changing health protocols, unfulfilled coffee purchase contracts or complete cancellations in some cases, concerns on next harvest preparations…the list was long.

Pivoting in Response to COVID-19

And then the big question came: how to keep up with business and activities under these adverse circumstances – how could we support IWCA Chapter members to keep their organizations united and running?

All of a sudden and as if by magic, we discovered that virtual technology could provide some answers. We revisited the IWCA Chapter Member Green Coffee Availability List and identified the opportunity to revise it to not just share information about IWCA Chapter members coffees, but bring the people forward pictures and profiles. Also, a new list was added to our system: The Roasted Coffee Availability List, to highlight those roasters and retailers from around the world who offer coffees from IWCA Chapter members.

Support From Industry Partners Was Critical

Thanks to the investment of long-standing partners, we focused the time and expertise that would have been spent on cuppings at industry events to build the Coffee Assessment Program (CAP). With the CAP, IWCA Chapter members receive critical information that many had never professionally received, such as cup profile diagnose, coffee process and 1:1 expert recommendations. Not only does the program educate coffee producers, but it also provides the tools they need to create their own marketing and trading strategies. Three countries, Myanmar, Germany, and the USA successfully completed their chapter formation, growing the IWCA Global Network to 27 countries. Empowerment in action, for sure.

Like so many others, the IWCA Global Network leveraged virtual technology to build new connections and open new doors. We hosted capacity-building sessions with International Trade Centre, a two-month microloans train the trainers management course, and excited audiences with expertise from Asia and India about fine robustas. We celebrated 10 years in Africa, with a virtual event that provided a platform for eight countries to reflect on accomplishments and share their visions for the future.

Looking Ahead

Those who know me, might agree that I am naturally optimistic and believe that any bad situation, always brings something good.  In brief, my takeaway from this year is, that no matter hurricanes, typhoons, pandemics, social issues or industry uncertainties, the coffee keeps growing and somehow, for so many of us, coffee also remains as the center of newly reawakening world. We have set a new path to resilience, innovation and creativity, to, together, find the right balance towards an equitable and fair world, united by the beauty and excitement of coffee.    

Connect. Empower. Advance.

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