Nguyen Coffee Supply wants to do more than improve the transparency and raise public awareness of specialty coffee grown in Vietnam. The Brooklyn, New York-based, woman-owned roasting company also wants…Brooklyn’s Nguyen Coffee Supply Puts Fresh Spin on Vietnamese Phin — Daily Coffee News by Roast Magazine
At least 18 cities or regions in the United States now have living, breathing wage transparency documents for baristas, detailing metrics such barista pay, types and levels of benefits, demographic…Behind the Big Bang of Barista Wage Transparency — Daily Coffee News by Roast Magazine
Sustainability has become a pretty convoluted word. It sounds nice on paper — and looks pretty snazzy — but the moment you start to scratch the surface, you run into trouble.
Which sustainability labels are actually inciting meaningful change for farmers? How are these certifications approved and maintained, much less reinforced by outside parties? Do consumers actually have any power when it comes to encouraging fair trade? These are just a few of the questions that The Week takes a look at: their illuminating piece goes into the nitty-gritty behind sustainability certification and what it actually means for farmers, traders and consumers.
Government initiatives versus non-profits. The issue of premium demand and production. The flaws in the reporting system and which standards are used to measure in the first place. There’s some good, insightful commentary here to pierce the labyrinthine tangle of fact and fiction. While the sustainability conversation won’t be ended with just one article — indeed, the oversaturation of certification labels is the problem — this article will give you a better idea as to what you’re looking at while shopping.
Just yesterday I was looking for coffee to stock up my shelf and wondering whether or not I should buy K-cups, thanks to recent recycling issues. I’m also planning on making the switch to a French Press for home coffee so I can focus on purchasing specialty, small-batch coffee. It’s not much…
…but change has to start somewhere.
Come one, microroasters and roaster-cafes, come all: now is the best time to improve your coffee marketing strategy. Your buyers have the pick of the litter, after all, and every little effort goes a long way in pushing back against the trust issues littering the coffee industry.
There are more than a few transparency problems in coffee, from inaccurate green packaging to frustrated farmers. Roasters have their work cut out for them managing single-source coffee, keeping up with certifications and appealing to their own unique slice of the market. That’s all well before we get into good, old-fashioned public relations. Customers want to know the bag of Arabica coffee they’re getting comes from somewhere they can see. Somewhere they can practically touch, albeit through the polished image of a persistent vlog and blog campaign.
When you don’t line up actions with words? It will plant a seed that will grow out of your control.
Content marketing is how you cultivate an ongoing image among all who look your way. Email marketing, in particular, is one of the most affordable and effective methods of building trust — it boasts an average of $38 for every $1 spent and is used by over 90% of B2B marketers today. Email is a constant reminder that your roasting technique isn’t like anyone else’s. It’s more one-on-one than social media, while not as noisy as banners or autoplay videos. The email newsletter reaches through the gleaming business veneer to engage prospects — and repeat buyers — on a personal level.
Here I’ll be taking a look at email marketing strategies that are designed to weave through the trust and transparency issues plaguing the coffee industry, as well as a few ideas you can try out immediately. With a few tweaks to your content marketing strategy you can create more consistent feedback with your prospects, retain long-term interest and figure out what’s working behind-the-scenes. Keywords will be bolded to keep things simple (the foundation of a strong newsletter, by the by).
Let’s get started.Continue reading
One of the genius details about coffee and tea is just how flexible they are. You can really come up with almost anything. …Almost. I really don’t want to read the news one of these days and find out liquid gold is now being called the ‘new espresso’.
I keep an eye on stories like these because I want innovation to be just as fun as it is necessary. Stories on climate change and the impact it leaves on entire livelihoods is an essential conversation, yes, but it’s also a little draining. Making the world a better place to live means embracing it all. Change as complex as coming up with new farming methods…as well as thinking about how to chill coffee quicker. Change as vital as planting millions of trees in one day, as well as a faster, cuter way of recycling.
Let’s take a look at some recent developments in coffee and tea, from low-calorie alcoholic tea varieties to caffeinated popsicles.Continue reading
Trust doesn’t happen overnight. It can, however, be lost overnight.
The coffee industry has been coming face-to-face with trust issues in the past few months alone. Green Mountain Keurigs, an easily recognizable grocery store coffee brand, has been hit with a customer lawsuit citing dishonest marketing practices. News reports having been honing in on how farmers are left out of coffee buying and distribution conversations. Studies have cropped up finding consumers disillusioned with green labels, despite environmental certifications coming in many varieties and requiring a lot of work to obtain. Starbucks, the titular coffee behemoth, has been cagey concerning details on how much the corporation has been paying farmers.
All this information is overwhelming…and rightfully so. Whether you are a distributor, roaster or cafe owner, you literally cannot afford not to build trust.
Buyers can sniff dishonesty a mile away. Keeping tight lips may seem wise in the short-term, but in the long-term can and will affect everyone up and down the coffee line. There is no quick answer when it comes to building trust, either. Not when you have to cultivate the individuality of the people you work with and the people you hope to buy from your business. There are, however, obvious pitfalls that should be avoided moving forward.
Let’s take a look.Continue reading
Of course not. Doesn’t stop elitism from making the usual rounds.
A new coffee maker has emerged recently, crafted out of the finest materials money can buy. The company Royal Paris claims to bring customers back to an older time where coffee was more appreciated, offering a decadent experience that results in the best cup of coffee. Fortunately for me, I’m too keenly aware of the history of coffee growing, roasting and distribution to succumb to the hype. Sure is pretty, though!
It’s easy to overlook this story as yet more pomp and puffery from the idle elite meant to incite outrage. Last I checked, the very history of coffee itself doesn’t revolve around gilded cups, but a humble, communal experience thousands of years old! Nonetheless, stories like these should concern cafe owners and roasters. This carefully packaged artful elitism is a major issue that keeps the coffee industry from achieving great things.
When left unchecked, these mentalities rot the craft from the inside out.Continue reading