Jimmy Porras Barrantes, Manager of Innovation and Sustainability at CoopeTarrazú, participated in an international forum organized by the OECD. He spoke on the panel “Brand and destination marketing: telling your story on the world stage,” which brought together experts from Latin America, Asia, and Europe.
According to El Tiempo, panelists agreed that a brand is more than just a logo; it represents the authentic identity, history, and aspirations of a place. The example of Tarrazú and CoopeTarrazú was highlighted as showing how a brand can become a driver for local development and collective pride.
During his remarks, Porras explained that both the Denomination of Origin Tarrazú and cooperative work since 1960 have helped position this region as synonymous with high-quality coffee and environmental commitment. “La marca Tarrazú se ha construido a partir de nuestras prácticas culturales, el amor a la tierra y la forma sostenible en la que cultivamos el café. No solo vendemos un producto, vendemos una historia y una identidad”, he said.
CoopeTarrazú’s participation in the event underscores its international recognition built through ongoing work by over 4,500 smallholder members who contribute to the reputation attached to every cup of exported coffee. These forums provide opportunities to share knowledge, strengthen relationships with other regions, and demonstrate how cooperatives can positively impact sustainable development beyond economics—also socially and environmentally.
