EP 1031 Part 1 of 5 | What Data Do Coffee Farmers Actually Need? (Ciro Gelvez) | Map It Forward

EP 1031 Part 1 of 5 | What Data Do Coffee Farmers Actually Need? (Ciro Gelvez) | Map It Forward

Advertising Sponsor This episode is brought to you by Arcadia Green Coffee, Colombian coffee exporters taking fresh green coffee from Colombia to the world, farm to roastery, direct. Instagram: https://www.instagram.com/arcadiagreencoffee/ [https://www.instagram.com/arcadiagreencoffee/] WhatsApp: https://wa.me/353877871523 [https://wa.me/353877871523] Episode Description This is episode 1 of a 5-part series with agro-tech company cofounder and CEO, Ciro Gelvez from WSeeds and Map It Forward Founder, Lee Safar. In this series of The Daily Coffee Pro Podcast by Map It Forward, we're discussing technology and the coffee supply chain, and what becomes possible when farm-level data is captured, managed, and used in ways that actually help coffee farmers make better business decisions. In this episode, Lee and Ciro begin with the problem underneath so many coffee supply chain conversations: most farm-level decisions are still being made with incomplete or imprecise information. Ciro explains how WSeeds is working with farmers through tools such as Agrochat, using WhatsApp voice notes to help farmers record operational data across seedling, harvesting, post-harvest, labour, inputs, costs, quality, and yield. The conversation focuses on the difference between collecting broad information and collecting data that can actually help a farmer make decisions. Ciro outlines why knowing harvest volume and sale price is not enough, and why farmers need to understand specific activities, lot-level costs, fertilization doses, labour allocation, soil conditions, administrative expenses, and how those data points relate to each other. Connect with Ciro Gelvez and WSeeds here: https://wseeds.co/en/ [https://wseeds.co/en/] https://www.instagram.com/wseeds_col/ [https://www.instagram.com/wseeds_col/] https://www.linkedin.com/in/cirowseeds/ [https://www.linkedin.com/in/cirowseeds/] If you found this episode valuable, make sure you’re subscribed to the podcast and follow along for the rest of this 5-part series. In the next episode, we explore how global geopolitics is impacting food supply chains. *************************************** About Map It Forward The Daily Coffee Pro is produced by Map It Forward, supporting coffee professionals globally across the supply chain. Website: ht [https://mapitforward.coffee]tps://mapitforward.coffee [https://mapitforward.coffee/workshops] Mailing list: https://mapitforward.coffee/mailinglist [https://mapitforward.coffee/mailinglist] Patreon: https: [https://www.patreon.com/mapitforward]//www.patreon.com/mapitforward [https://www.instagram.com/mapitforward.coffee] Instagram: https://www.instagram.com/mapitforward.coffee/ [https://www.instagram.com/mapitforward.coffee/] Contact: support@mapitforward.org [support@mapitforward.org?]

EP 1030 Part 5 of 5 | Can Technology Help Producers Find Their Voice? (Patreon Discussion Group) | Map It Forward

Advertising Sponsor This episode is brought to you by Map It Forward Podcast Advertising. Interested in advertising on this podcast. Email support@mapitforward.org [support@mapitforward.org?subject=I%27m%20interested%20in%20Advertising%20on%20the%20MIF%20podcast]to learn more. Episode Description This is episode 5 of a 5-part series from a Patreon Discussion Group hosted by Map It Forward Founder, Lee Safar. In this series of The Daily Coffee Pro Podcast by Map It Forward, we're discussing the role technology and data could play in solving some of the biggest challenges facing the coffee industry. This conversation was never intended to become a podcast. It originally took place as part of one of Map It Forward's monthly Patreon Discussion Groups, where coffee professionals from across the value chain gather to explore important industry topics. The conversation was so insightful that everyone involved agreed it should be shared publicly. In this final episode, Lee Safar is joined by Oscar Montoya (Data Scientist and Coffee Farm Owner), Luci Reid (Agroecologist), Matthew Thornton (Founder of Arkena Coffee Marketplace), Samo Smrke (Coffee Scientist), and Liam O'Connell (Business Analyst). After spending the previous four episodes discussing technology, data collection, pricing, and adoption, the conversation takes a step back and explores a different perspective. What if technology's most important role isn't collecting more data or creating more sophisticated tools? What if its greatest value is helping people build relationships? The discussion explores how countries like Panama have used technology, marketing, and storytelling to shape perceptions of quality and influence pricing. From social media and CRM systems to mailing lists and direct communication, the group examines how producers are increasingly using technology to connect directly with buyers and tell their own stories. Luci Reid shares examples of how social media and direct communication are helping producers build stronger relationships with buyers, while Lee discusses how governments and producer groups are using technology and diplomacy to create new opportunities in emerging markets such as the Middle East. The conversation also examines the balance between technology and human connection, with participants arguing that technology should support decision-making rather than replace it. Matthew Thornton shares his long-term vision for Arkena Coffee Marketplace, where technology enables relationships, transparency, and transactions while allowing producers and buyers to negotiate directly with each other. As the discussion concludes, the group arrives at a powerful idea: the most important role technology can play in coffee today may not be pricing, data collection, or automation. It may simply be helping people see each other more clearly and build stronger relationships across the supply chain. To join our monthly discussion groups on Patreon, head to https://www.patreon.com/mapitforward [https://www.patreon.com/mapitforward] and signup to our "Roasted Coffee Tier" for $20 per month. If you found this episode valuable, make sure you’re subscribed to the podcast and follow along for the rest of this 5-part series. In the next episode, we explore how global geopolitics is impacting food supply chains. *************************************** About Map It Forward The Daily Coffee Pro is produced by Map It Forward, supporting coffee professionals globally across the supply chain. Website: ht [https://mapitforward.coffee]tps://mapitforward.coffee [https://mapitforward.coffee/workshops] Mailing list: https://mapitforward.coffee/mailinglist [https://mapitforward.coffee/mailinglist] Patreon: https: [https://www.patreon.com/mapitforward]//www.patreon.com/mapitforward [https://www.instagram.com/mapitforward.coffee] Instagram: https://www.instagram.com/mapitforward.coffee/ [https://www.instagram.com/mapitforward.coffee/] Contact: support@mapitforward.org [support@mapitforward.org?]

EP 1029 Part 4 of 5 | Why Farmers Struggle To Name Their Price (Patreon Discussion Group) | Map It Forward

Advertising Sponsor If you find value in what we do at Map It Forward and would like to work with us or support the business, here are a few ways to get involved: • Work with us as your business advisors — support@mapitforward.org [support@mapitforward.org?subject=Interested%20in%20MIF%20Business%20Advisory%20Services&bcc=lee%40mapitforward.org] • Advertise on the podcast — support@mapitforward.org [support@mapitforward.org?subject=I%27m%20interested%20in%20advertising%20on%20the%20podcast&bcc=lee%40mapitforward.org] • Join our Patreon community — https://www.patreon.com/mapitforward [https://www.patreon.com/mapitforward] • Subscribe to our YouTube channel — https://www.youtube.com/mapitforward [https://www.youtube.com/mapitforward] • Or share this episode with someone who would benefit from it Episode Description This is episode 4 of a 5-part series from a Patreon Discussion Group hosted by Map It Forward Founder, Lee Safar. In this series of The Daily Coffee Pro Podcast by Map It Forward, we're discussing the role technology and data could play in solving some of the biggest challenges facing the coffee industry. This conversation was never intended to become a podcast. It originally took place as part of one of Map It Forward's monthly Patreon Discussion Groups, where coffee professionals from across the value chain gather to explore important industry topics. The conversation was so insightful that everyone involved agreed it should be shared publicly. In this episode, Lee Safar is joined by Oscar Montoya (Data Scientist and Coffee Farm Owner), Luci Reid (Agroecologist), Matthew Thornton (Founder of Arkena Coffee Marketplace), Samo Smrke (Coffee Scientist), and Liam O'Connell (Business Analyst). The conversation turns directly to one of the most persistent challenges in coffee: pricing. If producers consistently say that pricing is one of their biggest problems, why is it so difficult to simply ask them what they want to be paid? Luci Reid explores the historical, cultural, and post-colonial realities that have shaped generations of coffee producers into price takers rather than price setters. The discussion examines how financial insecurity, limited market visibility, political instability, and unequal access to information all influence a producer's ability to confidently establish pricing for their coffee. Matthew Thornton shares insights from building Arkena Coffee Marketplace and explains how increased market visibility is beginning to change producer behaviour. As farmers gain more access to information, pricing data, and alternative buyers, some are becoming more confident in negotiating and rejecting offers that don't meet their expectations. The group also explores whether technology can genuinely improve price discovery, how confidence influences decision-making, and why helping producers develop pricing autonomy may require much more than simply building better tools. This episode asks a question that sits at the heart of coffee's pricing debate: if producers have spent generations being told what their coffee is worth, how long will it take to build the confidence required to tell the market what they want to be paid? To join our monthly discussion groups on Patreon, head to https://www.patreon.com/mapitforward [https://www.patreon.com/mapitforward] and signup to our "Roasted Coffee Tier" for $20 per month. If you found this episode valuable, make sure you’re subscribed to the podcast and follow along for the rest of this 5-part series. In the next episode, we explore how global geopolitics is impacting food supply chains. *************************************** About Map It Forward The Daily Coffee Pro is produced by Map It Forward, supporting coffee professionals globally across the supply chain. Website: ht [https://mapitforward.coffee]tps://mapitforward.coffee [https://mapitforward.coffee/workshops] Mailing list: https://mapitforward.coffee/mailinglist [https://mapitforward.coffee/mailinglist] Patreon: https: [https://www.patreon.com/mapitforward]//www.patreon.com/mapitforward [https://www.instagram.com/mapitforward.coffee] Instagram: https://www.instagram.com/mapitforward.coffee/ [https://www.instagram.com/mapitforward.coffee/] Contact: support@mapitforward.org [support@mapitforward.org?]

EP 1028 Part 3 of 5 | The Data Trust Problem In Coffee (Patreon Discussion Group) | Map It Forward

Advertising Sponsor Want to join our Map It Forward Monthly Community Discussion Group? Head to https://patreon.com/mapitforward [https://patreon.com/mapitforward] to join the community by signing up to the "Roasted Coffee" tier for 20 USD per month. Find other like-minded people in the coffee industry. Episode Description This is episode 3 of a 5-part series from a Patreon Discussion Group hosted by Map It Forward Founder, Lee Safar. In this series of The Daily Coffee Pro Podcast by Map It Forward, we're discussing the role technology and data could play in solving some of the biggest challenges facing the coffee industry. This conversation was never intended to become a podcast. It originally took place as part of one of Map It Forward's monthly Patreon Discussion Groups, where coffee professionals from across the value chain gather to explore important industry topics. The conversation was so insightful that everyone involved agreed it should be shared publicly. In this episode, Lee Safar is joined by Oscar Montoya (Data Scientist and Coffee Farm Owner), Luci Reid (Agroecologist), Matthew Thornton (Founder of Arkena Coffee Marketplace), Samo Smrke (Coffee Scientist), and Liam O'Connell (Business Analyst). The conversation moves into one of the most complex challenges in coffee technology: trust. As more technology tools rely on collecting information from producers, the group asks an increasingly important question: who owns the data being gathered throughout the coffee supply chain? Luci Reid explores how certification requirements, biodiversity reporting, and technology platforms can unintentionally become extractive when farmers are required to provide more and more information without receiving enough value in return. Oscar Montoya expands the discussion by examining how data is monetized, why people often give away information without understanding its value, and what that means for producers being asked to trust new technologies. The discussion then shifts into pricing. Matthew Thornton shares the realities of building Arkena Coffee Marketplace and explains why creating pricing transparency at origin is far more complicated than many people assume. From cost-of-production tools and data accuracy to trust, financial literacy, and market information flows, the group explores why technology alone cannot solve pricing challenges without addressing the human systems that sit underneath them. This episode asks a critical question for the future of coffee: if data is becoming one of the industry's most valuable assets, how do we build the trust required for people to share it? To join our monthly discussion groups on Patreon, head to https://www.patreon.com/mapitforward [https://www.patreon.com/mapitforward] and signup to our "Roasted Coffee Tier" for $20 per month. If you found this episode valuable, make sure you’re subscribed to the podcast and follow along for the rest of this 5-part series. In the next episode, we explore how global geopolitics is impacting food supply chains. *************************************** About Map It Forward The Daily Coffee Pro is produced by Map It Forward, supporting coffee professionals globally across the supply chain. Website: ht [https://mapitforward.coffee]tps://mapitforward.coffee [https://mapitforward.coffee/workshops] Mailing list: https://mapitforward.coffee/mailinglist [https://mapitforward.coffee/mailinglist] Patreon: https: [https://www.patreon.com/mapitforward]//www.patreon.com/mapitforward [https://www.instagram.com/mapitforward.coffee] Instagram: https://www.instagram.com/mapitforward.coffee/ [https://www.instagram.com/mapitforward.coffee/] Contact: support@mapitforward.org [support@mapitforward.org?]

EP 1027 Part 2 of 5 | Why Coffee Technology Doesn't Get Adopted (Patreon Discussion Group) | Map It Forward

Advertising Sponsor This episode is brought to you by Arcadia Green Coffee, Colombian coffee exporters taking fresh green coffee from Colombia to the world, farm to roastery, direct. Instagram: https://www.instagram.com/arcadiagreencoffee/ [https://www.instagram.com/arcadiagreencoffee/] WhatsApp: https://wa.me/353877871523 [https://wa.me/353877871523] Episode Description This is episode 2 of a 5-part series from a Patreon Discussion Group hosted by Map It Forward Founder, Lee Safar. In this series of The Daily Coffee Pro Podcast by Map It Forward, we're discussing the role technology and data could play in solving some of the biggest challenges facing the coffee industry. This conversation was never intended to become a podcast. It originally took place as part of one of Map It Forward's monthly Patreon Discussion Groups, where coffee professionals from across the value chain gather to explore important industry topics. The conversation was so insightful that everyone involved agreed it should be shared publicly. In this episode, Lee Safar is joined by Oscar Montoya (Data Scientist and Coffee Farm Owner), Luci Reid (Agroecologist), Matthew Thornton (Founder of Arkena Coffee Marketplace), Samo Smrke (Coffee Scientist), and Liam O'Connell (Business Analyst). The discussion shifts from technology itself to one of the industry's biggest challenges: adoption. Why do some technologies gain traction while others disappear? Why do so many tools designed to help producers struggle to gain trust and long-term use? Luci Reid introduces the idea that farmers are increasingly becoming data providers, but not necessarily data users. The group explores whether coffee producers are receiving enough value in exchange for the information they are being asked to provide and whether many technologies are unintentionally becoming extractive rather than empowering. The conversation also examines digital literacy, infrastructure limitations, trust, internet access, certification requirements, and the importance of designing tools that solve real problems for producers rather than simply collecting more information from them. This episode asks a difficult question: if technology is supposed to help farmers, are we designing it around their needs or our own? To join our monthly discussion groups on Patreon, head to https://www.patreon.com/mapitforward [https://www.patreon.com/mapitforward] and signup to our "Roasted Coffee Tier" for $20 per month. If you found this episode valuable, make sure you’re subscribed to the podcast and follow along for the rest of this 5-part series. In the next episode, we explore how global geopolitics is impacting food supply chains. *************************************** About Map It Forward The Daily Coffee Pro is produced by Map It Forward, supporting coffee professionals globally across the supply chain. Website: ht [https://mapitforward.coffee]tps://mapitforward.coffee [https://mapitforward.coffee/workshops] Mailing list: https://mapitforward.coffee/mailinglist [https://mapitforward.coffee/mailinglist] Patreon: https: [https://www.patreon.com/mapitforward]//www.patreon.com/mapitforward [https://www.instagram.com/mapitforward.coffee] Instagram: https://www.instagram.com/mapitforward.coffee/ [https://www.instagram.com/mapitforward.coffee/] Contact: support@mapitforward.org [support@mapitforward.org?]