World of Coffee San Diego 2026

Darleen Scherer
Founder + CEO
Black Sheep


Darleen Scherer is a coffee brand strategist and Founder of Black Sheep who helps coffee leaders grow by solving the problem most brands overlook: positioning. With more than 20 years of experience as an entrepreneur and Fortune 500 trained marketer, she has built, scaled, and sold roasting companies and guided brands through pivotal transitions that define long-term success. Her work bridges early-stage coffee startups and established legacy brands, with a focus on brand positioning, product development, retail planning, and scalable growth. A former Roasters Guild Executive Council Member and USBC Sensory Judge, her perspective has been featured in The New York Times, Roast Magazine, and The Wall Street Journal.

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