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