[This Week At Map It Forward] Michael Sheridan (CQI) + Kim Thompson and Matt Toogood from RAW Coffee Company
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The Daily Coffee Pro Podcast - Michael Sheridan
Our highly anticipated five-part series on our global podcast, The Daily Coffee Pro Podcast by Map It Forward, featuring Michael Sheridan, Executive Director of the Coffee Quality Institute (CQI) has been released to the general public.
In this series, Michael unpacks the events that led to the licensing agreement between the CQI and the Specialty Coffee Association (SCA), a development first announced at the 2025 SCA Expo in Houston that’s polarised the specialty coffee industry and has raised many more questions than it answered about the motivations of both non-profits.
This series offers a candid, behind-the-scenes look at:
HERE IS WHAT I LEARNED FROM THIS SERIES…
It took me a long time to process my discussion with Michael Sheridan. What I heard left me wondering if I should quit this industry. Whether you assess coffee quality or not, you should listen to this series to understand the level of manipulation in play by all actors (in my opinion). Here are my takeaways...
1. CQI knew the damage their decision would do, and they did it anyway.
2. It’s time for us to grow up as an industry. While we remain focused on competitions, FOMO, being celebrities, and trade shows, the SCA and its sponsors know exactly how to manipulate us.
3. It’s time to take the future of coffee seriously and focus on building partnerships in your ecosystems. All the legitimately successful businesses I know have been focused on this since their inception (watch Kim Thompson and Matt Toogood from RAW Coffee Company on the Map It Forward Middle East Podcast this week for details)
4. The SCA is not your friend, nor is the CQI (in my opinion)
5. If your business model sells certificates issued by another organisation, you are a part of a multi-level marketing scheme (in my opinion)
6. We are being used and manipulated by non-profits acting as corporations with “Big Business” and “Big Data” agendas.
(Don’t believe me? Watch episode 3 of the series.)
7. Most continue to think we are here to save the farmer rather than partner with them to build strong relationships and sustainable business models.
p.s. I was told in no uncertain terms in a meeting 18 months ago that the data collected by the CVA would eventually be monetized. You may not be the one paying, but I’d bet that big business will be.
The MIF Middle East Podcast - RAW Coffee Company
Our guests on the podcast this week on the Map It Forward Middle East Podcast are Kim Thompson and Matt Toogood, co-founders of RAW Coffee Company in Dubai.
In this series, Lee, Kim, and Matt talk through the legacy and future of the specialty coffee pioneer that helped shape the region’s coffee scene. This series is an inspiring look into the reality of doing business in the Middle East today.
Watch the full series:
Whether you're based in the Middle East or just curious about doing business in the region, this series is packed with insight.
ANOTHER SUCCESSFUL REGENERATIVE AG WORKSHOP: BIOCHAR FOR FARMING
HUGE THANKS to our professors Angela Barrero and Murilo Bettarello, and everyone who attended the ‘Biochar For Farming: Making Farming More Resilient' online workshops. The feedback was fantastic from farmers in coffee, cacao, coconuts, flowers, peppers, bamboo, and other agricultural products. These farmers have an actionable path to start the process of producing their own Biochar to create sustainable farms for generations.
Map It Forward is very proud to be a partner for this movement and is honoured to create a platform where industry leaders like Angela and Murilo get to share their wisdom to help farmers secure the planet's food supply for the future.
p.s. If you want to support our work, please consider joining our Patreon or becoming a premium subscriber on our YouTube Channel. If you’re looking for ways to support us for free, please share this email with your colleagues in coffee. It really does help us get this information out to more people.
Access “Introduction to Regenerative Coffee Farming” On-Demand for as little as $10 at the new Map It Forward On-Demand Learning Hub here: www.ondemand.mapitforward.coffee
Diversify your revenue by becoming a consultant to the coffee industry or home brewers/roasters. It's time to make sure you’re taking care of your future. Click here