Café Latte in the morning and Folgers Blacks Silk® cold brewed with condensed milk for the occasional indulgence.
Upon my move to Canada in 2019 from Pakistan, a nation steeped in tea culture, I ventured into the world of coffee upon joining The J.M. Smucker Co. Canada in 2021. This journey has been more than a simple transition from one beverage preference to another; it's been an immersive exploration into the heart of Canadian coffee culture.
With a background at a tea company in Pakistan, my shift to coffee felt natural. Despite the distinct perspectives of tea and coffee drinkers, I found common ground in marketing strategies, allowing for a swift transition into my role. However, adapting to life in Canada presented its own set of challenges. As a BIPOC immigrant, integrating into a new culture and workplace meant navigating hurdles, leaving behind the racial privilege we often took for granted in our home countries.
Coffee is more than just a caffeine fix, it holds a unique and significant place in Canadian culture, seamlessly woven into our daily routines. Various communities across the country bring their own distinct methods and preferences to the table, enriching the coffee landscape. The global origins of coffee beans, from Vietnam to Brazil, Colombia to Kenya, mirror the diversity of the individuals who contribute to our daily coffee consumption. It's truly remarkable to witness the diverse attitudes and approaches people bring to coffee, this diversity is a testament to why all groups should be acknowledged and valued within the coffee community. Embracing and promoting diversity, equity, and inclusion in the coffee industry not only enhances our coffee experience but also strengthens our collective identity as Canadians.
If I could work towards one thing to enhance diversity and inclusion in Canadian coffee, my focus would be on empowering local small coffee businesses. These establishments serve as authentic hubs intricately tied to the culture and values of the communities they serve.
A key strategy to achieve this goal involves promoting diverse representation in leadership positions. By ensuring that leadership understands and empathizes with the unique struggles faced by different communities, we can create an environment poised to uplift and amplify underrepresented voices. This shift towards inclusive leadership not only supports small businesses but also contributes to a more diverse and vibrant Canadian coffee landscape.
