EP1607 Part 2 of 5 | Why Coffee Technology Doesn't Get Adopted (Patreon Discussion Group) | Map It Forward

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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 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.

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About Map It Forward

The Daily Coffee Pro is produced by Map It Forward, supporting coffee professionals globally across the supply chain.

Website: https://mapitforward.coffee

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