My Journey Through Coffee Industry Conferences
This past month, I had the opportunity to attend my second annual Hawaiʻi Coffee Association conference(HCA), which rotates each year among the coffee-producing islands here in Hawaiʻi.
A couple of years ago, a friend and fellow woman in the coffee industry encouraged me to attend, knowing it would be beneficial as both a coffee farmer and processor. Six years into my journey in coffee, I hadn’t stepped into many of these industry spaces. Like in any field, smaller sectors naturally form. To name a few in coffee-farming, millers, roasteries, baristas, cafe owners, coffee brokers, and consultants involved in various stages of the process. In my experience and acknowledged by the professionals in the other sectors, the farming community can be detached from the rest of the industry.
I told my friend how hard it can be—even without the barriers that many other farmers face, like finances, language, and time flexibility—to attend events like these. It’s intimidating to walk into a room where you don’t know the lingo, yet are expected to, because you produce the very thing everyone is talking about. Words like “tasting notes,” “anaerobic fermentation,” “spores,” and legislative jargon can feel overwhelming. And as a woman of color, a Latina, and the daughter of immigrants, stepping into these spaces with confidence doesn’t always come naturally.
I remember attending my first HCA conference on Kauaʻi and feeling so nervous and self-conscious during the moments I stood alone while everyone else grouped into their cliques. I wasn’t sure how the layout worked or where those expo pamphlets and raffle tickets were even coming from. When you feel out of place, you notice everything and it feels like everyone else notices, too.
But I kept pushing myself to leave my comfort zone and say yes to the opportunities I had once only dreamed of. And I’ve come to realize: even saying yes takes energy. Sometimes we ask for things, but when they finally come, we hesitate. Because suddenly, we’re faced with questions like, “Can I do this? Do I know enough? Am I ready?”
Part of my journey, not just as an entrepreneur but as a person, has been allowing myself to enter these rooms with peace and confidence—even when I don’t have all the answers. If I did, I wouldn’t need to be there. We gravitate towards these very spaces to learn, to connect, to grow our communities, and be part of something larger.
I’ve now participated in events like the HCA conference, the International Taiwan Coffee & Tea Trade Show, and the Specialty Coffee Association (SCA) Expo. Each time, I feel a bit more grounded, more confident, and always eager to keep learning and meeting new friends in coffee.
To the person afraid to step into the room you’ve been thinking about for a long time: it gets easier, but it’s okay if it feels uncomfortable. That’s how you know you’re growing. For me, something meaningful has always come from it. A new business lead. A new friend in the industry. A lesson I needed to hear.
Happy Leo season 🌞🦁
Start a conversation with someone in your field. Say hello. Engage in small talk. You never know how fascinating someone’s story might be—or what opportunities could grow from one simple connection.
With so much gratitude,
Victoria
“Every time I step into these rooms, I’m reminded that the more I learn, the more I bring back to the farm. Whether it’s new fermentation techniques or simply connecting with passionate producers, it all feeds into how we care for the coffee we share with you.”
