jay_ruskey karen_cebraros Martin_coffee_picking-2015I’m happy to announce CoffeeCon LA 2016 will feature a sustainability round table discussion. After hearing Kean Coffee roaster/owner Martin Diedrich talking with his colleagues at CoffeeCon LA 2014, I realized his unique perspective and volume of experience. He grew up on a coffee farm, after all. Then I met Karen Cebreros who co-founded Women in Coffee and was wowed by her. Good things come in threes and I discovered coffee farmer Jay Ruskey who’s one of those leading California’s new coffee growing scene. What’s a sustainability discussion that doesn’t have a farmer on board?

Sustainability is important because when you drink coffee for flavor, the ability to find the best is tough enough. Is there really a shortage? How do we ensure we will continue to get the good stuff? How do we incent the farmers to grow the best and what challenges do they face as more people convert to being coffee enthusiasts?

I wanted a real discussion, not just a bunch of executives mouthing rhetoric. The National Coffee Association wanted it too and called me Monday and asked if they could help. I made the necessary phone calls and you’ll be able to become an insider to this group’s collective knowledge about one of the most important topics around.