613: Challenges and Opportunities in Changing the Industry w/ Writer Sarah Charles of Underscore Communication

613: Challenges and Opportunities in Changing the Industry w/ Writer Sarah Charles of Underscore Communication

Author: Chris Deferio June 30, 2026 Duration: 1:00:22

Today we have access to information about the world of coffee that is unprecedented. At times it can be overwhelming to consider all the areas of the coffee industry that need fixing while we also work daily to care for those we have immediately with us.

The trick is to tune into sources that convey not just the reality of the problem, but can also feature stories that showcase hope as we work to make progress.

Today we get talk with someone whose work in writing about coffee has helped countless people grapple with and take steps to address our industry's most pressing issues.

Sarah Charles is the founder of Underscore Communications, former Editor of Coffee Intelligence, and Senior Communications Officer at the International Trade Centre (ITC/WTO agency). A principal author of the ITC Coffee Guide 4th Edition, she writes for print and online publications and produces industry reports and books covering coffee trends, trade, and development.

Her work makes sense of the world's messiest systems – climate, trade, culture, food – through sharp storytelling, fresh angles, and analysis. She holds an MSc in Sustainable Development from SOAS, University of London and is a founding member of the Greek IWCA chapter. 

Today we will discuss:

  • Sarah's start in coffee writing
  • Romanticism vs. Reality in Coffee
  • The Impact of Writing on the Coffee Industry
  • Navigating Challenges and Finding Inspiration
  • Hopeful Futures for Coffee Farmers
  • The Power of Necessity in Innovation
  • Community and Connection in Business
  • Hopeful Trends from China's producing Community
  • Knowledge as Leverage in Coffee Trade
  • The Impact of Consolidation on Specialty Coffee
  • Balancing Ethics and Profit in Business

Links:

https://www.instagram.com/unprincipledwriter/

LinkedIn: https://www.linkedin.com/in/sarah-e-charles/

https://iwcagreece.org/

https://www.intracen.org/resources/publications/the-coffee-guide-fourth-edition

 

KEYS TO THE SHOP OFFERS

CONSULTING + COACHING

If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email 

chris@keystothshop.com

of book a free call now: 

https://calendly.com/chrisdeferio/30min 

 

Related episodes: 

 


Running a coffee shop is about so much more than pulling great shots. It's a complex dance of craft, culture, and commerce that demands a unique kind of leadership. That's the space where Keys To The Shop : Equipping Coffee Shop Leaders lives. Hosted by Chris Deferio, this podcast digs into the real, often unspoken challenges faced by owners, managers, and aspiring leaders in the specialty coffee world. Each conversation moves beyond abstract theory to deliver concrete, usable strategies you can apply directly to your operation. You'll hear from a diverse range of voices, including seasoned coffee professionals and insightful experts from other fields, all focused on the practicalities of building a thriving business. Episodes tackle the full spectrum of running a shop, from daily systems and financial health to fostering a positive team environment and developing your own skills as a leader. The aim is to provide a genuine resource for growth, whether you're looking to refine your barista program, improve your shop's profitability, or scale your vision thoughtfully. Tune in for honest discussions that equip you with more than just inspiration-they offer the tangible keys to building a better, more sustainable coffee business. This podcast understands that your passion is for coffee, but your success depends on mastering the craft of leadership.
Author: Language: English Episodes: 50

Keys To The Shop : Equipping Coffee Shop Leaders
Podcast Episodes
SHIFT BREAK! Walking Out Effective Leadership and Management [not-audio_url] [/not-audio_url]

Duration: 14:08
Leading and managing are only as effective as your knowledge and understanding of the who, what, and why of your cafe. Sadly many people with the title of manager or in positions of leadership are going day-to-day puttin…
619: 4 Mindset Shifts Every Cafe Owners Needs [not-audio_url] [/not-audio_url]

Duration: 25:38
How we think determines how we act. This is especially true when it comes to pressurized situations like the kind that we find in a busy coffee shop environment. We talk a lot about leader, ship, tactics, and principles,…
618: Founder Friday! w/ Tim Wendelboe | Oslo, Norway [not-audio_url] [/not-audio_url]

Duration: 57:27
It's Founder Friday and I am so pleased to finally welcome the one an only Tim Wendelboe! Tim Wendelboe runs his own roastery and espresso bar in Oslo, Norway where he imports, roast and serve high quality coffees. Apart…
SHIFT BREAK! Start Small [not-audio_url] [/not-audio_url]

Duration: 8:44
Seemingly in balance to our episode with Kwame Christian on big swings, we need to talk about small starts! Making decisions about size, scope, and scale of our cafes can set us up for success or it can set us up for dis…
SHIFT BREAK! Are You Holding Your Business Back? Let it Grow! [not-audio_url] [/not-audio_url]

Duration: 8:11
I had a conversation with a successful cafe and roastery client recently. We talked about delegation and what was standing in the way of them giving tasks and authority to others. It came out that they were worried about…