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! Why You Will Always Be A Small Coffee Shop [not-audio_url] [/not-audio_url]

Duration: 9:15
Our image of who we are as a business is not necessarily the same as that of our customer. We see all the inside gears and pulleys that hide beneath the surface. We see the scope and organizational diagram of the cafe, t…
SHIFT BREAK! The Mindset of Working Clean [not-audio_url] [/not-audio_url]

Duration: 14:13
Having a clean cafe and a clean bar is not just a surface level pursuit. The mindset it takes to keep things clean while busy is a discipline that have far reaching benefits extending to the quality of our products, dept…
SHIFT BREAK! "What's Next in Coffee" [not-audio_url] [/not-audio_url]

Duration: 9:40
The more we ask this question the more we tend to steal time and consideration away from what we have of value in the present. The coffee shop and the larger industry for that matter, are obsessed with not being left beh…
601: Why Your Cafe Staff Meeting Might Be Doomed To Fail [not-audio_url] [/not-audio_url]

Duration: 27:14
Meetings can be a very useful part of running a cafe. The way we tend to use them though has become a real problem. In fact, rather than helping, even the most well intentioned of meetings, might actually hurt your busin…
600: Founder Friday w/ Sammy Piccolo of Prado Cafe | Vancouver, BC [not-audio_url] [/not-audio_url]

Duration: 55:36
The world of specialty coffee today owes a lot of its success to those who helped build movements and create opportunities in earlier years. The times where new and actually meaningful advances in coffee shops, coffee cr…
SHIFT BREAK: Forget Productivity [not-audio_url] [/not-audio_url]

Duration: 11:24
The hustle of business creates a fear culture where operators worry about their productivity at a near constant rate. We scratch our heads over how to prevent burn-out and talk about work life balance, but what about hav…