Growing Confidence From The Ground Up: Building Trust In The Coffee Industry

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.

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fancy cup of coffee

An elegant coffee maker made out of gold, silver and diamonds. Sound like a recipe for good coffee?

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.

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