Accessing the Creativity of Diversity w/ Maryam Ahmed, Maryam + Company

Sustainability is as much about people as it is about the land. That’s how Maryam Ahmed, founder of Maryam + Company and the Diversity in Wine Leadership Forum, connects Diversity, Equity, & Inclusion (“DEI”) to sustainability. Maryam shares how DEI creates access and relevance to new customers and markets for wine and how “doing the work” creates significant ROI for businesses.  

Detailed Show Notes: 

Maryam’s background - worked in Finger Lakes, distribution in NYC, moved to Walla Walla, then Napa, was on Somm TV show Sparklers

Maryam + Company - educational program & strategic initiatives for food & wine companies, further sustainability and diversity

Works w/ associations, portfolios, or specific wine businesses & non-profits

• All clients have a demonstrated commitment to DEI
• Help broaden their network and provides accountability consulting
• Helps with conference and panel development, changing from panels on diversity to core topics with diversity integrated into it
• Field Blends - wine travel program to regions that don’t always get the spotlight (e.g. - 2022 in Walla Walla, WA); for both professionals and consumers; scholarships for diverse candidates; brings regional orgs to support programs; provides regions with diverse travelers and new customers to region
• Wine Writers Symposium - helped make the event virtual during Covid, broaden the audience from 30 to 300 people, and more diverse writers received jobs from it
• Working w/ diverse influencers w/ trend towards micro-influencers (<10k IG followers) w/ ROI on sales and new market conversion
• Clif Family - advised to let micro-influencers tell them what they wanted to do vs. the brand directing

DEI benefits

• Creativity from multiple perspectives in the organization
• Problem-solving with new ideas
• Enables access and relevance to a broader customer base and new markets

Diversity in Wine Leadership Forum (“DIWLF”)

• Created in 2020, cofounded w/ Elaine Chukan Brown
• Getting the many initiatives for diversity in wine to collaborate instead of compete
• ~20 organizations participating
• Orgs primarily focused on creating access, elevation, education, & inclusion; all ties back to sustainability
• Do the Work Series - educated >150 professionals
• Wine Unify - creates access and elevation through education (WSET scholarships)
• Lift Collective - has an entrepreneurship program
• 280 Project & Industry Sessions - creates immersive education from a black and brown lens

Sustainability needs to be not just for the land, but also the people, making DEI critical

DEI “B” - belonging also important, working in supportive spaces

Doing the work is both personal and professional; common barriers for people: 

• People don’t want to be wrong / embarrassed -> advise them to “fail forward”
• Don’t want to make other people feel uncomfortable -> discomfort is part of doing the work

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