Tim McCormack in Venezuela

Volunteer: Tim McCormack, Independent Coffee Consultant
Assignment: Cupping and Marketing Training
Location: Venezuela

Tim McCormack began his coffee career at Starbuck's, where he mastered the arts of roasting and cupping. He went on to work with several other prominent coffee roasters before starting up his consulting practice. This extensive experience made him the ideal volunteer to lead a two-day cupping and marketing seminar in Venezuela.

Because this was McCormack's second visit to the country, he knew that most Venezuelan coffee is grown alongside bananas, macadamia nuts, and cacao – a system that is already sustainable and highly marketable. So he focused is efforts on helping producers enhance their existing tools.

A key part of this effort was building an ongoing relationship with his host, Alfredo Mendoza. A coffee farmer and industry activist, Mendoza works to promote specialty coffee through political lobbying, trade articles and his own coffee-focused radio program. McCormack worked closely with Mendoza during his trip and continued to exchange emails with him after his return. He also provided Mendoza with detailed descriptions of several coffees from local farms, along with valuable marketing tips.