Storytelling Strategies for Agricultural & Economic Development in Guatemala

Volunteering with USAID-funded Farmer-to-Farmer Program in San Pedro Las Huertas

By Laurie Posner, F2F Volunteer in February 2023

A sapphire sky ringed by hulking volcanoes. Sun yellow, brick red and ochre facades giving way to cobblestone streets, then dusty roadways and forested hillsides. These, the impressions that arise as we head toward the outskirts of Antigua to Yogi Super Foods’ factory in San Pedro Las Huertas. In late January, Guatemala’s Central Highlands region is pretty much the polar opposite of my home in Southeast Michigan. Emphasis on polar.

Rooftop solar panels installed at Yogi Super Foods’ factory
in San Pedro Las Huertas. Photo: Laurie Posner

When we reach the small factory, it’s bustling with construction — and creativity. This past year, YSF founder and CEO Marco Barbi and his team have installed rooftop solar panels to make good on the company’s promise of greater energy efficiency and sustainability. Meanwhile, production manager Hector Jolón tests new equipment to streamline the preparation of apple cider vinegar. Out front, a work crew frames additional warehouse and factory space. Not one week later, the skeletal structure will be transformed into full-fledged workrooms, its entryway awash in natural light from over a dozen windows. 

Laurie meets with YSF production operator Liceth Candeleria
Hernandezto discuss the growth of product lines and impact
of WE GIVE BACK on childhood malnutrition. Photo: YSF

YSF also is abuzz with a sense of community and purpose. The social enterprise began brewing kombucha in a tiny home kitchen near Antigua. Today, its products appear on the shelves of major Guatemalan supermarkets and are increasingly available worldwide. The company pursues eight UN sustainable development goals, from working to create good jobs and fight childhood malnutrition, to promoting fair trade practices, climate action, gender equality and community well-being. Wherever possible, YSF partners with local farmers and women’s cooperatives, sourcing apples from farmers in Quiché, macadamia nuts from Sacatepéquez, moringa from Petèn and cacao from Alta Verapaz. 

This year marks the company’s 10th anniversary. We’ve agreed to focus my Farmer-to-Farmer assignment on helping YSF capture the story of its founding, history and impact around ten milestones. These communications, designed for its website and social channels, will share YSF’s achievements; recognize and thank the customers, farmers and community partners who’ve made success possible; and engage community members in its vision for the future. 

Guatemala’s Central Highlands. Photo: Laurie Posner

Working together, by day two, we’ve fleshed out the communications strategy and identified people who can speak to YSF’s progress, challenges and impact from various vantagepoints. In eight days, I’ll interview 18 people, from customers, clients and restauranteurs to NGO partners and YSF staff. I’ll record stories, quotes and images; draft YSF milestones; create descriptive narrative content and develop a set of sample social posts. We’ll also map out a plan for an in-person anniversary celebration later this year and a cadence for rolling out new communications content.

Looking back, I realize that what’s made this quick-turnaround task both feasible and fulfilling are those same qualities that make this social enterprise sing: relentless creativity, purpose, community. In its collaboration with Partners of the Americas’ Farmer-to-Farmer Program, YSF knows how to engage volunteers in real and meaningful ways. From my first meeting with the full crew to my last day on site, Marco Barbi, manager Miriam Flores and the YSF team have included me as integral part of their extended community. It’s this spirit of collaboration that no doubt will drive even greater success in the years to come.