On 14 & 15 September 2023, Producer & Roaster Forum (PRF) took place in Medellín, Colombia for a second time. The event – which has a distinctive focus on empowering coffee producers – generated business of more than US $12.5 million for the Colombia coffee sector.

Next year, PRF will return to Guatemala on 7 & 8 March. The two-day forum previously took place in the prominent producing country in 2019, and attracted coffee professionals from around the world.

The 2024 edition will be even bigger – with thousands of attendees able to take part in lectures, workshops, cuppings, and competitions at the Anacafé venue in Guatemala City.

As with every PRF event, prominent figures in the global coffee industry will present on a number of topics. If you would like to speak at PRF Guatemala on a subject you are passionate and knowledgeable about, speaker applications are now open.

Read on to learn more about PRF, speaker requirements and responsibilities, and how you can apply.

Learn more about PRF here.

Why Guatemala?

The overall aim of PRF is to drive green coffee sales in the host country, as well as to champion Latin America as a global coffee knowledge hub. A large part of this revolves around bringing producers to the forefront of conversations and discussions at the event to make sure their insight and perspectives are heard and valued.

As part of this, the event serves as a platform to discuss the most important issues that the coffee industry faces today, as well as encouraging discussion on providing solutions.

So why is PRF returning to Guatemala?

Coffee production is integral to Guatemala’s economy, with more than 125,000 families across the country working in the sector. According to the International Coffee Organisation, it ranks in the top ten producing countries in the world – with an estimated 44% of Guatemala’s coffee grown by smallholder farmers.

Around the world, Guatemalan coffee is revered for its high quality and unique flavour profiles. In 2018, the government even recognised coffee production as an intangible heritage of the country – a clear sign of Guatemala’s pride for its coffee.

Luisa Fernanda Correa is the General Manager at Anacafé. The association was established in 1960 to represent the values and best interests of all coffee producers in Guatemala.

Anacafé will be the Host Country Sponsor for PRF Guatemala, and the two-day forum will take place at the association’s headquarters in Guatemala City.

“For Anacafé and Guatemalan Coffees, it is very exciting to once again host PRF,” Luisa says. “The event will offer some amazing opportunities to our coffee producers, and will be the perfect platform for international buyers to get to know our spectacular country and discover the amazing coffee that we produce.”

What’s happening at PRF Guatemala next year?

As with every previous PRF event, the two-day forum in Guatemala will include a series of thought-provoking and insightful lectures. Guest speakers will be able to share their knowledge, expertise, and passion about a wide range of topics with the expected 4,000 international attendees.

In addition to speeches and talks, PRF will also feature workshops, cuppings, an exhibition, and a VIP dinner for further networking opportunities.

Additionally, PRF Guatemala will host several coffee competitions, including:

• The third Global Roasting Contest, which includes a groundbreaking judging format never seen before seen in the industry
• The fourth Cold Brew Championship

Speaker applications are now open

Every year, PRF brings together leading experts and professionals from across the supply chain. Although the event has a specific focus on producers and roasters, all actors and stakeholders are welcome to apply.

Speakers and lecturers will be able to share their knowledge, experiences, and visions for the future of the coffee industry. Moreover, PRF creates a platform for people to discuss some of the issues which matter to them the most.

Martin Mayorga is the founder of Mayorga Coffee, which is the PRF Diamond Sponsor. At every PRF event, Mayorga Coffee sponsors around 500 smallholder farmers to attend the forum through its Beca Mayorga scholarship programme.

Martin also spoke at PRF Colombia on 14 & 15 September 2023 about how the industry can better support producers beyond paying higher prices for coffee.

“PRF helps us to connect and talk to smallholder producers, who have been quite disconnected from the market,” he said at the event. “Here, we can do the most important thing, which is to start the conversation, because if we really want to create change and make an impact, we have to know what farmers’ goals are and the challenges they face.”

Next year, PRF will focus exclusively on lectures to add more value to the experience for both attendees and speakers.

Who can apply to speak at PRF Guatemala?

If you are an English or Spanish-speaking coffee professional in any capacity, you are eligible to apply to become a speaker at PRF Guatemala. 

Applicants must have at least five years of experience in their respective fields, as well as some degree of public speaking experience. All presentations should be around 20 minutes.

Most importantly, speakers need to provide a beneficial or educational experience for attendees. Lectures at previous PRF events have discussed topics such as:

• Roasting coffee for competitions
• Bridging the age gap in production
• Experimental processing methods & fermentation
• The economics of green coffee trading

Speeches at PRF events also focus on the specific needs of the host country, with the aim of delivering value for key industry stakeholders in the country – especially producers. 

In line with this, speeches should be tailored to an audience of Latin American coffee professionals – including roasters, green coffee traders, baristas, and coffee competitors. As such, Guatemalan coffee professionals are specifically encouraged to apply.

It’s also important to note that PRF will record all speeches and post them on YouTube in the weeks following the event. Speakers will also be featured on the PRF website, social media channels, and newsletters.

Alongside a series of lectures, PRF Guatemala will also host workshops and cupping sessions. Applicants are welcome to apply to lead these sessions, too.

How can I apply?

If you would like to speak at PRF Guatemala, please apply by 1 December 2023. The event will take place on 7 & 8 March 2024, so the PRF team will approve the final speaker line-up long before then.

To apply, please fill out the speaker application form in English here and in Spanish here. The PRF team will carefully review and consider each application.

If successful, you will hear from the PRF team shortly after submitting your application. All speakers will receive a full-access ticket to the event. However, please note that speakers are responsible for their own travel and accommodation costs.

PRF’s return to Guatemala will be one of the biggest events so far. The two-day forum will take place on 7 & 8 March 2024 at the Anacafé venue in Guatemala City. The PRF team will announce more details about the forum in the coming weeks.

To find out more about tickets for the Sourcing Trip Experience, a separate package which also includes access to the two-day PRF event, you can find more information here.

You can also take a look at lectures from previous PRF events here.

Apply to be a PRF Guatemala speaker by filling out this form in English or this form in Spanish.

Please note: PRF does not cover any travel, accommodation, or other costs for speakers.

Photo credits: Producer & Roaster Forum

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