PRF Guatemala’s final lineup shows that coffee events are evolving as the sector does

PRODUCER & ROASTER Forum confirmed the speaker's schedule.
  • PRF will return to Guatemala on March 7 & 8
  • The event will see the launch of PRF Seed, where a collective fund of US $10,000 will be provided to support innovative entrepreneurship
  • The event will focus on innovation, spotlighting the voices and trends shaping the industry today 

PRODUCER & ROASTER Forum will return for its eighth edition in Guatemala on March 7 & 8, 2024. Held at the Anacafé venue in Guatemala City, this will be the second time the two-day event takes place in the world-renowned coffee origin.

Amongst the many trade shows that bring together coffee industry stakeholders each year, PRF stands out as a producer-focused event that always takes place in coffee growing countries.

At the industry level, and in a constantly and rapidly evolving sector, it’s looking to drive innovation and growth through features and conversations that really push the envelope. 

Thousands of industry professionals will participate this year to network and share their insights. As with previous events, there will be an exhibition floor, as well as a lineup of expert speakers and panels, workshops, cupping sessions, and competitions, and the first-ever PRF Seed competition.  

Mayorga Coffee, the Diamond Sponsor of PRF Guatemala, joins the speaker lineup.

International industry voices

The PRF Voices speakers programme addresses some of the most pressing and compelling topics in the coffee industry. The aim is to dissect current market trends, address gaps and look at what will shape the next years for the industry.

In Guatemala, PRF Voices will include lectures and speeches in both English and Spanish covering a range of topics. 

This year, the lineup includes some of the industry’s figures and experts from around the globe:

• PRF Diamond Sponsor Mayorga Coffee will lead a Mayorga Becados Roundtable in line with the scholarship programme, which sponsors around 500 smallholder farmers to attend the forum

• Bob and Michelle Fish – One BIGG Island in Space, US

• Gabriel Restrepo – Ally Coffee

• Eric Werner – Valiant Coffee Roasters US

• Albert Scalla – StoneX, US

• Cleia Junqueira – The Coffee Connoisseur Collective, UAE

• James Harper and Jonathan Morris – A History of Coffee podcast, Germany and UK

• Konstantinos Vallianos – Kafea Terra, Greece

• Afshin Roshanian – Artisan Green Bean, Romania

• Bruno Nobre – Cultivo, US

• David Paparelli – M-Cultivo, UK

• Stephanie Welter – TWICE

• Darius Vezeliz – Vero Coffee House, Lithuania 

• Adam Holliefield – Coffee Support Co., US

• Jonathan Moral – Café de Finca, Spain

• Antoine Communaudat – BWT water+more, France

Additionally, with support from Guatemalan Coffees – the Host Country Sponsor for PRF Guatemala – PRF Guatemala will also host a range of lectures in Spanish from the following speakers:

• Eduardo Choza – Mayorga Coffee, US

• Ana Lucrecia Glaesel – Anacafé, Guatemala

• José Arriola – Banco Industrial, Guatemala

• Raúl Rodas – Paradigma Coffee, Guatemala

• Aida Esther Peñuela Martínez – Federación de Cafeteros de Colombia-Cenicafé, Colombia

• Renaud Cuchet – Efico Central America SA, Guatemala

• Joaquim Rogerio – Pinhalense, Brazil

• Ashley Prentice – Gento Coffee, Guatemala

• Giselle Barrera – Latinas in Coffee, El Salvador

• Marcela Pino – Food 4 Farmers, US

• Ana María Schmidt, Claudia Abril de Pérez, Max Pérez, and Jorge Escobar Bruno – Montealegre y Co-op La Hermosa, Guatemala & El Salvador

Other sponsors of include PRF Gold & Sourcing Trip Experience Sponsor MTPak Coffee, PRF Gold Sponsor One BIGG Island in Space, PRF Silver Sponsor Banco Industrial, and PRF Bronze Sponsor Ally Coffee.

PRF Guatemala launches PRF Voices and PRF Seed for coffee producers.

Investing in disruptive entrepreneurship: PRF Seed

This first edition of PRF Seed forms part of a wider social commitment programme, designed to foster change in the sector. Its total collective fund of US $10,000 represents an investment in innovative entrepreneurship across the coffee sector.

“PRF Seed seeks to recognise both volunteers and scholarship recipients who attend the event,” says Henry Wilson, founder of PRF. “Through the collective fund, we want to support entrepreneurship and empower coffee professionals to launch something truly impactful.”

On 7 March 2024, eight selected finalists will present their entrepreneurial or community-building ideas before a judging panel composed of Henry Wilson from PRF and Martin Mayorga from Mayorga Coffee.

After reviewing and deliberating, the judging panel will determine how to distribute the total seed capital of US $10,000 that is designed to support a disruptive business model or innovative platform that can contribute to driving the coffee industry forward.

Other activities

The two-day forum will also host PRF Workshops and PRF Coffee Cuppings to both share knowledge and promote productive sourcing agreements. 

PRF Workshops will take place on the first floor of the Anacafé building, and will be hosted by Escuela de Café Anacafé and their expert team of instructors. They will also include the guidance of Edvin Gonzalez, who has previously competed for Guatemala at coffee championships. These will have a special focus on hands-on accessible education for producers, as well as covering technical knowledge sharing and practical skills building. 

PRF Coffee Cuppings will be led by some of Latin America’s finest coffee producers and traders, showcasing the best coffees that the region has to offer, in collaboration with Official PRF Cupping and Water Sponsor BWT water+more.

Alongside this, a range of competitions that reflect growing industry trends will also take place over the two days of the event. These include the returning Global Coffee Roasting Contest, the fourth edition of the Cold Brew Coffee Championship, and an all-new French Press Championship. The championships will be sponsored by Nucleus Coffee Tools & I Coffee Solutions (Official Roasting Sponsors), Toddy (Official Cold Brew Sponsor), and Bodum (Official Barista Sponsor) respectively.

The two-day forum also includes an Espresso Bar in partnership with Official Espresso Bar Sponsor I Coffee Solutions and a Brew Bar hosted by Official Brew Bar Sponsor TONE.

In addition, the event will once more host the Global Coffee Awards, putting a spotlight on change makers and innovators from across the coffee industry. 

In a separate package that also includes a ticket to the two-day PRF event, the Sourcing Trip Experience will allow producers and roasters to connect. So far, 46 roasters from 21 countries have already been confirmed – you can find out more here

Stay up to date with all PRF Guatemala announcements here, or subscribe to the newsletter.

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