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TELLING THE STORY IN THE STATES

As demonstrated by statistics and surveys,

consumers in the U.S. are currently seeking

more information about where their food

comes from, and both universities and

business are constantly working to improve

their cultural and global awareness and

appreciation (Ingram, 2017). In addition to

being open to ideas and addicted to coffee

(as previously explored), millennials are the

Figure 10. Small Coffee farm near La Playa Sahuayaco, current most culturally-diverse and globally
Cusco

aware generation (“Millennials: Confident,” 2010). In its most basic form, Peru is full of the kind of stories
the United States loves; storytelling as a marketing method is key. Studies continue to find that qualitative and

quantitative data crucially coupled with the power of story is what sells product and builds trust and

relationship between buyer and seller (Maritz, 2014). While in many ways, the large percentage of small

coffee farmers in Peru presents problems as far as funding for equipment, dependency, education, and

poverty, (all of which are currently and gradually being overcome by previously discussed successes and

investments) (Paluck, 2010), the small plots of land (an example of which shown above in Figure 10) and the

stories behind many family-run farms only adds to the story that could be told back in the States.

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