All that glitters in Arizona is not necessarily gold. It may copper, one of the historical “Five Cs” of the Grand Canyon State’s founding economy, alongside citrus, cotton, cattle and…All That Glitters at the Third Lux Coffee Bar in Arizona — Daily Coffee News by Roast Magazine
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
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
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
Not what the ‘ethically traded’ label says or the origin claim stated by the company…but where it really comes from. If you’re rubbing the back of your neck or avoiding eye contact with your screen, rest assured this is a common problem.
Not just among consumers, but among companies and businesses that work in direct trade with coffee farmers. In our whirlwind day-to-day, thinking about just where our goods come from and at what cost can feel like a tall order (pardon the pun). You’re just trying to get through the workweek in one piece! When it comes to positive change, however…now is always the best time for it. From grower to roaster to customer, the journey of coffee is a winding one. One we can neglect on our way to get the most convenient cup.
An ‘ethical trade’ label on a box or recycling claim on a lid isn’t enough. Several troubling developments concerning coffee sustainability and ethical trading have cropped up these past few weeks, showing that green sentiments are often only skin deep. One story analyzing coffee culture in Rwanda — or rather, the lack thereof — speaks to the real disconnect the West has with the rest of the world. Farmers are caught in such a chokehold between consistent production rates and high costs they’re not even able to taste their own creations. To the Western ear, this is completely surreal…
…and it’s just the tip of the iceberg.Continue reading
Sound like something you’d want to try? I took a look at this interesting scientific development earlier on LinkedIn, but I have a few more thoughts on the matter.
Beanless coffee is a (kind of) modern development currently being polished by today’s best scientists. This technique is similar to chicory — a method that involves brewing roots instead of beans — but whittles down the ingredients even further. Everything from the flavor to the way the brew sits on your tongue is meant to replicate traditional coffee near-flawlessly. On one hand, it’s fascinating how science can break down what we consume to its barest components. On the other hand, environmental concerns are cited as a major reason to continue this research.
Beanless coffee could help…as long as the industry’s priorities are kept straight.Continue reading