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C Illustration / Hanna Liu

Navigating Language

in Coffee

L anguage has been critical in allowing us humans world of specialty coffee is shaped by communication – no

to communicate since the dawn of civilization.
matter what language.
Being on the road and getting coffee across language
Through language, we have developed cultures
and societies that are able to share ideas, express emotions barriers is an adventure filled with discovery. Taking the
and build relationships with one another. Language is more time to learn about different cultures, languages and cus-
than just a means of communication – it can also be used toms can be enriching, as it helps us all become more tol-
as a powerful tool to educate, inform and persuade others. erant and understanding of one another. It’s also essential
Whether you’re trying to deliver an important message for businesses that want to truly understand their custom-
or make a strong argument, understanding how to use lan- ers in order to better serve them.
guage effectively can help you get your point across clear- While researching the experiences of travelers who
ly and accurately. At the same time though, it’s important visit coffee farms and cooperatives in Latin America, Asia
to remember that language can also be used in relationships. and Africa, I was reminded of how important it is to bridge
The way we use words and phrases with one another can cultural gaps through language. Being able to understand
greatly affect how our relationships develop, as well as the the locals’ customs, beliefs and language can help strength-
overall outcome of any interactions we have. en relationships between buyers and sellers. This is espe-
For example, using positive, encouraging language can cially true when it comes to building partnerships with
help strengthen a relationship while negative or aggressive smallholder farmers, who need to feel like they’re part of
language could drive away the other person. Understanding the process in order for the relationship to be successful.
how language works between two people is essential for As specialty coffee continues to grow and expand
creating an atmosphere of trust and mutual respect. But around the world, learning how to communicate across
what happens when people don’t share a common language? language barriers has become increasingly important for
Communication can still be successful as long as both par- baristas, roasters and cafe owners alike. Through this cov-
ties are willing to listen and learn from one another. er story, I hope to offer a glimpse into what it takes to
That’s why, for the latest issue of our magazine, I will succeed in the ever-evolving world of specialty coffee while
be exploring language in relation to the coffee industry. I’ll navigating its diverse cultural landscape.
be looking at how language can create and break down
barriers between different cultures, as well as how it helps
shape customer relationships and product development.
I also want to discuss ways that businesses can use
language to connect with their customers and bring them
closer to their products. Finally, I’ll examine the challenges
that come with communicating across language barriers in
a global context. This will be an insightful look into how the

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