10 QUESTIONS WITH GABRIELA CORDON, MARKETING AND COMMUNICATIONS CONSULTANT
Gabriela Cordón worked at Anacafé-Guatemala for 10 years. She developed the international
promotional strategy and managed the auction program of CoE and Q-Auction.
Since 2009, she has worked as a marketing and communications consultant. She develops online Estate
coffee auction strategies for El Injerto and Santa Felisa farms, also promoting micro-lots for buyers.
She was International Judge at the World Barista Championship (WBC) in Atlanta 2009 and London 2010. She was also a National Judge in Guatemala, Nicaragua and El Salvador in 2009.
She has coordinated editorial content for Cafe Cultura and published articles in ROASTe.
Gabriela is a member of Coffee Universe and also the Estate Auction Committee of ACE.
1. If you had to describe Guatemalan coffee in one word, what would it be?
2. What’s your favourite Guatemalan finca and why?
I don’t have a favourite, since many do an excellent job at producing some of the most complex and distinct coffees. But perhaps it would be the farms I have worked with marketing their coffees, such as El injerto, in Huehuetenango and Santa Felisa in Chimaltenango. Working there allowed me to get to know them better and see first hand the commitment and attention to detail of the production teams
3. Which book would you recommend for someone who knows little or nothing about coffee?
Reading a book about coffee could be too much information if you don’t know anything or have little knowledge on the subject. I would recommend reading newspaper articles by journalists that specialise in coffee and those that provide information on different brewing methods. Oliver Strand from the New York Times does an excellent job at translating the complexity of coffee into readable, and easy to comprehend material for the wider audience. However, “The Coffee Brewing Handbook” by Ted Lingle is very good
4. When did you start liking coffee?
In 1999 when I started to work for the Guatemalan Growers Association. I was exposed to a whole new world of information, taste profiles, culture, politics, art and science that continues to surprise me!
5. Opinion on Instant in one word?
6. How many coffee do you have a day?
I taste and cup many different coffees on a daily basis but when I am at home, I have 2 cups a day
7. How do you take your coffee?
Manual brew in the morning and after lunch
8. What advice would you give to your 18-year-old- self?
Freedom is a luxury of responsible acts
9. Who do you most admire?
10. Rolling Stones or the Beatles?
Definitely the Beatles