Dear readers:
We have been so busy reviewing the databases of the coffee and cacao trade products. I have reviewed two main databases: the United Nations Comtrade Database and the World Bank WITS (World Integrated Trade Solutions) for exports and imports of our two beloved harvests. Our goal was to understand the big picture first (from the general to the particular). Despite the fact that most of the numbers were available, we have traced and extrapolated some that weren´t. For us, the review of the numbers is a delicate process. We can´t create good strategic reflections if we do not take the time to review the data. Without good data, we are unable to understand the real problem of the upstream producers, and we are required to prioritize which segments of products are indeed more important than others in the global marketplace. During the weekend, I will add the rest of the graphs from the side of exports (they are all ready, but I wish to double-check tomorrow before posting them). We will add the horizontal analysis (from 2020 to 2024) per top countries of trade, and other interesting data-charts that we have uncovered.

For the time being, you will discover the proposals of three customer segments that the small farmers will face in the future, once the Appellation d´Origine Contrôlée (AOC-French name), or the Protected Designation of Origin (PDO-European Union), is embraced by the farmers. Next week, we will build the customer value proposition for these three customer segments, and the week after, we will continue with each value map. Slides 8 to 12 are the theoretical background that we will use for the next episode. We encourage you to review the following 3 academic episodes in which we explained everything about customer value propositions, value maps, and the fit between both by clicking below:

1. Customer Value Propositions.
2. Value Maps.
3. Fit between CVP and Value Map

We kindly ask that you return next Monday, the 6th of July 2026, to review our strategic reflections on this chapter.
We encourage our readers to familiarize themselves with our Friday master class by reviewing the slides over the weekend. We expect you to create ideas that are or are not strategic reflections. Every Monday, we upload our strategic inferences below. These will be discussed in the next paragraph. Only then will you be able to compare your own reflections with our introspection. We always give our students a couple of days to prepare well before our final reflection.

Strategic reflections on this episode.
These will be in the section below on Monday, the 6th of July of 2026.

Announcement. Our next episode is about the construction of three customer profiles: two for cacao and one for coffee. You will see how different it is to sell these precious beans once the Appellation d’Origine Contrôlée or Protected Designation of Origin is in place.

Musical Section.
This saga is committed to raising the traditional musical instruments and their respective musicians over the digitally produced sounds. This saga is dedicated to the chamber orchestras. 
Today, we have chosen the Prague Chamber Orchestra (PKO). Their unique interpretation of the Four Seasons of Vivaldi is joyful and festive! To find out more about the PKO, click here: https://www.pko.cz/en/home/

Enjoy!

Thank you for reading http://www.eleonoraescalantestrategy.com. It is a privilege to learn. Blessings.

Sources of reference and bibliography utilized for today´s inferences. The bibliography is listed on the last slide of the reference reading material. Click the respective URL to trace them.

Bibliography in this post: This will be added accordingly with the strategic reflections on Monday.

Disclaimer: Eleonora Escalante paints Illustrations in Watercolor. Other types of illustrations or videos (which are not mine) are used for educational purposes ONLY. All are used as Illustrative and non-commercial images. Utilized only informatively for the public good. Unless otherwise stated, I do not own any lovely photos or images.