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RoastingIt’s one of the most wonderful times of the year! That’s right, spring has sprung and the latest edition of the National Coffee Data Trends (NCDT) report is here. Commissioned by the National Coffee Association (NCA) since 1950, the NCDT report is the longest-running study […]
Coffee CultureIt’s one of the most wonderful times of the year! That’s right, spring has sprung and the latest edition of the National Coffee Data Trends (NCDT) report is here.
Commissioned by the National Coffee Association (NCA) since 1950, the NCDT report is the longest-running study of American consumers’ coffee drinking patterns. Polling is conducted twice per year, with results released in the spring and fall, giving coffee insiders exclusive access to in-depth and up-to-date data on consumers’ coffee behaviors and also their overall perceptions, economic situations, and more.
For more than two decades, coffee has been America’s favorite beverage, and that shows no signs of changing. 65% of Americans drank coffee in the past day – more than any other beverage, including bottled or tap water!
While coffee’s overall popularity has not shown much change in recent years, this spring’s report provides an important window into coffee trends as consumers continue to emerge from the disruptions of the last several years. Spring 2023 NCDT results show that past-day coffee consumption is above pre-pandemic levels for all age groups, but some other effects remain.
The pandemic has not changed how much coffee Americans drink – 1.9 cups per person or 2.9 cups per past-day coffee drinker, about the same as in January 2020. However, the pandemic has had lingering effects on where Americans drink coffee.
In the new report, 83% of past-day coffee drinkers had coffee at home, up by 4% since January 2020. By comparison, 35% had coffee away from home, continuing to rebound from a low of 31% in January 2021, but down from 41% in January 2020.
Other changes in the Spring 2023 NCDT can be attributed to seasonal swings. Unsurprisingly, colder temperatures when polling was conducted in January 2023 resulted in some warmer cups – 84% of past-day coffee drinkers had a hot coffee, up 10% from polling in July 2022 (published in October).
Consumption of cold coffee overall (a category that includes both iced and frozen blended beverages) decreased by 13% from July 2022 to January 2023, while iced coffee itself decreased by 40%. Interestingly, frozen coffee doesn’t show the same swing, with consumption remaining steady at 11% since the summer.
Like coffee’s overall popularity, some other findings in today’s report show remarkable staying power. Drip coffee makers have been the most popular preparation method for at least the last 13 years since the question was first included in the NCDT. 40% of past-day coffee drinkers have had coffee prepared in a drip brewer.
In second place, 28% of past-day coffee drinkers used a single-cup brewer, holding steady with performance over the last few years.
Our NCDT insights don’t end there! That’s just a small sip of the data and analysis available in the full report. Stay tuned here on the NCD blog for more sneak peeks and click here to purchase the NCDT consumer research series.
Coffee cupping prep ©2019 Decisive Moment, NCA Convention The role of cupping in specialty coffee By Mario R. Fernández-Alduenda, The Coffee Quality InstituteExcerpted from The Sustainable Cultivation of CoffeeDiscount available for NCA members The popularity of coffee is still growing, but the definition of what […]
Coffee CultureBy Mario R. Fernández-Alduenda, The Coffee Quality Institute
Excerpted from The Sustainable Cultivation of Coffee
Discount available for NCA members
The
popularity of coffee is still growing, but the definition of what makes
a ‘good’ cup of coffee is complex.
It might be tempting to think that it is largely subjective, with so many types of coffee grown around the world, so many processes to consider throughout the value chain, and so many local and national preferences.
However, the sustainability of the industry depends on the value placed on certain types of coffee. Local economies can thrive or fail, depending on the desirability of their crop.
The
growing preference for ‘specialty’ coffee, sold at a premium price, is making the
quality question even more critical. The ability to distinguish specific characteristics
that make some crops more desirable than standard commercial coffee has become
a major consideration over the last 20 years.
Physical characteristics of the bean or cherry are not good indicators of flavor in the cup, so how is this important choice to be made?
Cupping, the process of grading coffee quality based on a tasting protocol, is often the basis of quality decisions.
Is it, however, reliable when the final judgement is made by consumers who have rarely seen roasted beans and almost never the green beans?
The evolution of coffee
tasting
Although instruments have been created to analyze the quality of coffee cherries and beans, our senses remain the only practical test of flavor.
Less
than 20 years ago, each coffee producing country had its own system for grading
coffee. Taste wasn’t always included in the evaluation, so there was widespread
confusion about what ‘quality’ meant.
The
search began for processes that could be adopted for a harmonised world-wide system
to evaluate coffee quality. Alongside our growing passion for specialty coffee
over the last 15 years techniques that use our senses to assess coffee quality
and flavor have developed.
The Specialty Coffee Standard is now widely used to define green coffee that can be considered ‘Specialty Grade.’
The Specialty Coffee Association (SCA) Cupping Protocol is used to grade specialty coffee. Its ten-point profile is more comprehensive than previous methods and it is used generally for Arabica coffee, rather than focusing on a single country of origin.
Cupping as a
measure of coffee quality
Using a new cupping protocol that focuses on the sensory profile of coffee demands a new generation of coffee professionals who are trained in sensory assessment.
Tools such as the Coffee Wheel and ‘Le Nez du Café’ kit have been developed using a range of reference aromas to standardize the approach. Courses have also been created to develop taste-assessment skills in addition to sensory skills.
All
of this has now been included in a widely-used six-day course and examination
for ‘Q Graders’. Importantly, this has created a recognized language to
describe coffee quality. This terminology has now been grouped in categories
and structured to produce a Coffee Taster’s Flavor Wheel.
Inevitably
there are now online tools and apps based on these approaches to support
collaborative cupping and to create visual representations.
The cupping
protocol
The standardized approach can be divided into two parts; sample preparation and sensory assessment.
The conditions for roasting, grinding and brewing the coffee beans are set and ten sensory assessments are made.
First, quality scores are given for fragrance/aroma, flavor, after-taste, acidity, body, balance, uniformity, lack of defects (clean-cup), and sweetness. Any defects are identified and an overall assessment is included in a total score.
Second, intensity ratings are given for attributes including fragrance, aroma, acidity and body.
Finally, more subjective descriptive terms are used about fragrance, aroma, flavor, aftertaste, acidity and body.
Cupping as a
tool for decision-making
Cupping is the only approach to quality commonly used throughout the coffee value chain, from tree to cup.
Other measures, such as the number of defects or roast degree, are useful for specific stages along the chain but are only helpful as a quality measure when they are correlated with cup flavor. These measures certainly can’t answer questions about which is the ‘best’ coffee when cost of production is also a consideration.
The
specialty coffee industry increasingly uses the cupping ‘Final Score’ as an
indicator of value. Other than the fermentation method, this approach is only
reliable when other parameters are consistent, on a single farm, for example. Cupping
can therefore be a valid tool for helping to choose the location of a coffee
farm, assessing the quality of coffee from neighbouring plantations.
It is
more typically used to make decisions after harvesting concerning the variables
involved in processing, fermentation and drying. Importers and roasters will
also use tasting to value the beans.
The effectiveness of the method depends on the availability of cupping laboratories and qualified cuppers throughout the value chain. While sensory skills and processes can be developed though the Q Grader training course, it is only through experience that cuppers can develop their own mental reference library of coffee profiles and characteristics.
Alternative
approaches
The
full cupping protocol can be time-consuming, so large volume green coffee
traders who do not focus on the high-end specialty market will use a ‘rapid’
method. These might be company-specific and won’t give comparable quality
measures.
Dark roast and espresso-based drinks can’t be assessed using the same approach used for green beans, so roasters and retailers have developed their own tasting protocols.
Other
parameters in coffee quality
The
flavor profile must be the ultimate quality parameter for coffee. Physical and
chemical characteristics alone are not reliable indicators of quality.
However,
coffee cherry ripeness is known to be an indicator of quality that can be
assessed using photographs of cherry colour throughout the ripening process,
although this is normally variety-specific.
Sugar content or ‘brix’ (°BX) can also be used to determine
ripeness and suitability.
The
number of beans damaged during the pulping process can also be used as a
measure.
Acidity, or pH, is also a good indicator during the fermentation process in pulped coffees, although this can vary, depending on conditions.
Bean temperature and moisture levels can also affect
the final flavor.
In Conclusion
Sensory
assessment of coffee quality will continue to evolve and more reliable global
tools for consistent cupping results will be developed.
Training cuppers with a revised Flavor Wheel will be a priority for coffee producing countries, ensuring consistency of quality decisions throughout growing and processing.
It will certainly need be extended to apply to Robusta coffee.
Above all, improved understanding between sensory experts, flavor chemists, and other scientists will improve our understanding of the complex business of assessing coffee quality in years to come.
* “Flavor as the common thread for coffee quality along the value chain” by Mario R. Fernández-Alduenda, from the Coffee Quality Institute, USA, is taken from: Lashermes, P. (ed.) Achieving sustainable cultivation of coffee, Burleigh Dodds Science Publishing, Cambridge, UK, 2018 (ISBN: 978 1 78676 152 1; http://www.bdspublishing.com)
It’s more than a logo. To learn more about coffee branding, NCA members can access the on-demand webinar, “Getting Started in Coffee Branding.” By Michael Wilson, Creative Director, Made Visible Studio Branding is not some sort of black magic. Rather, it is a methodic process […]
Coffee CultureTo learn more about coffee branding, NCA members can access the on-demand webinar, “Getting Started in Coffee Branding.”
By Michael Wilson, Creative Director, Made Visible Studio
Branding is not some sort of black magic.
Rather, it is a methodic process by which an organization
defines what makes them unique and how they are different from the competition.
A brand is a promise of an experience. It is up to you, the owner of the company, to decide and control what kind of experience that is going to be.
Imagine your brand as a person who is going to throw a
party. What kind of party is this going to be? How do you want your guest (customers)
to feel? What kind of music is playing? What are you wearing? What do you
expect your guest to be wearing? What kind of room is this party being held in?
Now, how does that apply to the real world?
Well, every time a customer comes into contact with your product or brand they are getting a peak in to a party that you are controlling. It’s how your store is designed. It’s how your packaging looks. It’s how your advertising sounds. It’s what your photography makes you feel. It’s how emotional is your video content. It’s even how your employees look and sound. And, yes, it’s what your logo looks like. (Notice I put that one last).
Your logo is NOT the most important part of your branding, but simply a part of a larger system, which all must work together to make your customers have a consistent experience.
So how do you go about crafting and honing this beautiful world for your customers to experience? It’s actually a simple process, but it does take thought, time, and consideration to get it right.
1. Discovery
The first step in any branding project of any size is the discovery survey.
This is sort of like writing a business plan but much more focused on the grand purpose and personality of the business. Like I mentioned before, if your brand is the host of a party, this process determines exactly who that host is.
2. Moodboards
Moodboards are an essential step to bridging the gap from the discovery survey to real-world visual assets. It’s one thing to say your brand looks and feels like Tom Hanks in “TK” it’s another to compile photos, typography, graphics, icons, illustrations, and even songs that also look and feel like Tom Hanks in “Tk”.
The goal of a moodboard is to establish a visual target. At the end of the whole process, the assets that are created for your brand should be able to get pinned to this board and look totally at home.
3. Deliverables list
Now that you have the broad strokes for how you want things to look, you need to decide what you’re actually going to make. You’ll need to think of every single visual element you will need to create both physical and digital. This can include: packaging, signs, a website, social media assets, a set of logos, apparel, menus, stickers, business cards, pitch decks…the list could go on for miles.
But that’s ok. You don’t need to make everything at once, but you do need to know where you are going. You wouldn’t start a road trip without a map, would you?
4. First pass
Now your designer can get down to doing what they do best, designing stuff.
For the first pass of designed assets, I suggest picking 4-5 things from you big list that you want to see created. They don’t even have to be the most important items, but they should be a little different from each other.
Your designer should work up a variety of logo ideas (we
usually do 3 options) and apply that along with colors, type, illustration,
icons, copy, and photography to the 4-5 items from the big list.
A logo almost never lives alone. This is your first chance
to see not only your potential logo, but how it works amongst all the other
things your business is going to need in the visual system.
This is also your first peek at your copy. These items should include some language that fit in with what you decided in your discovery survey. You can write up taglines, menu descriptions, copy about the company, and all sorts of other copy pieces to start developing your voice.
5. Review
Once the design team compiles all of these logo designs and comps into a presentation its time to review. As with every step of the process, the details matter. You should go over every component of every system and start to whittle it down from multiple options to “the one.”
Its time-consuming and counter-productive to have your
designer develop two systems all the way through. So try to settle on one
visual language and system to go forward with.
Once you have decided on the system, make a concise and
clear list of revisions. If the copy isn’t working, say so. If the type is hard
to read, say so. If the colors are a little off, say so. The more little things
you can check off the list at this stage the better.
This is also a good point to set up whatever photoshoots might be necessary if your big list is heavy on custom photography. It’s ok to use stock photography for comps, but you really want to own your photo style when you launch your brand. Photo shoots take time to produce and often a designer needs that final art to do their job. So get those photoshoots scheduled while your designer is working on other things.
6. Revisions, revisions, revisions
The next step is to revise and perfect that original list of
4-5 assets. It’s up to you and the designer how many rounds of revisions you
want to do, but it’s important to stick to it. I have been part of many
projects that went over budget due to hours and hours of revisions that could
have been condensed and organized better.
No matter how many rounds you ultimately decided to do, be sure you are happy with the state of those assets when you are done. The branding process from here is like building a house. Each brick is laid on the previous one so if they start going sideways, you’ll end up with an ugly house.
7. Build out
The next phase should be pretty straightforward if you got the first few steps correct. You simply need to take the big list of deliverables, put it on a schedule, and start designing them. Make sure this doesn’t turn in to a copy and paste job. You want each element to be slightly unique and surprising.
Think of them like tracks on an album, you wouldn’t want every song to be the same would you?
For the bigger ticket items, like your website, you want to build in rounds of revisions. There will be a variety of items that you might think are of higher importance, so be sure to pinpoint those and build in the time to design, review, and revise.
8. Final files and brand guidelines
Congratulations! You’ve made it to the end, sort of. Now
that your entire system is designed and is all meshing and syncing beautifully
you might have to have some physical objects to make. Maybe you need a sign
painted or stickers printed or shirts embroidered. Whatever it may be, there is
going to be lead time.
Your designer should prep and deliver files to each vendor
per their specs to that your physical objects end up looking as good as your
comps.
You should also create a brand guidelines book. Even if you are small organization, this little book will help keep your brand in-line well in to the future. It will also help if you have to hand off smaller marketing tasks to your internal team. Everyone who makes anything for your brand should have this brand book at their fingertips. These are the rules of the road that will allow your brand to remain consistent. And consistency is key when it comes to building brand awareness and trust.
So there you go.
That’s a very brief overview of you go from an idea to a living breathing brand. There are a million and one ways to modify this process depending on your organization’s needs, but this should get you started.
I hope that this helps you see you brand as not just a logo, but as a collection of visual elements and ideas that all represent the same basic core values. Every interaction a customer has with your brand is a chance to surprise, delight, and entice them. The better you get at that, the more loyal your customers will be.
About the Author
Over the past 15 years, Michael has navigated a career in publishing, creating award-winning design work for Philadelphia magazine, Esquire, and Airbnb magazine. Along the way he developed his branding chops working with freelance clients. He noticed that his favorite projects and magazine layouts focused on food, whether it was “Best Restaurants” for Philadelphia magazine or an “Insider’s Guide to International Food in Queens” for Airbnb. So, in December of 2018 he decided to leave the comforts of his full-time job to pursue his passion for all-things food. He now focuses on branding and design for coffee roasters, coffee shops, restaurants, breweries, and distilleries.
Spencer Turer (Coffee Analysts), Julie O’Brien (The Coffee Trust), and Monica Walker (Walker Coffee Trading) enjoying a cupping session led by Blue Donkey Coffee at the NCA 2019 Convention in Atlanta Pt. 1: The Crema the Crop Leaders, experts, and entrepreneurs from across the coffee […]
Coffee CultureLeaders, experts, and entrepreneurs from across the coffee industry came together for the 2019 NCA Annual Convention in the Westin Peachtree Plaza Hotel in Atlanta, GA. The 3-day event was themed “Coffee at the Crossroads” and sponsored by Community Coffee, which is currently celebrating its centennial anniversary as a family-owned company.
From networking events to specialty coffee education, the jam-packed (and highly caffeinated) conference offered something for everyone.
Here, we’ve highlighted a few of our favorite moments, with more to come in the weeks ahead.
(If you attended #NCA19 and want to share what you’ve learned, share a comment below or tag @nationalcoffeeusa in your photos!)
Monica and Carl Walker’s family company, Walker Coffee Trading in Houston, Texas, is about many things – but at its core are long term relationships they cultivate with friends and family, customers and suppliers.
This spirit of community and commitment shines through in everything they do.
View this post on InstagramA post shared by The Coffee Trust (@thecoffeetrust) on
The Coffee Trust was named the second-ever recipient of the NCA Origin Charity of the Year Award, sponsored by Mother Parker’s Coffee and Tea. (Last year’s recipient was Grounds for Health.)
The Coffee Trust works in the war-devastated Ixil region of Guatemala to build prosperous and empowered coffee-growing communities.
The NCA Coffee Gives Back Program aims to shine a spotlight on the organizations dedicated to communities at origin, because we believe that amplifying these stories is important for the entire industry. And in her acceptance remarks, Julie O’Brien, The Coffee Trust Board President, shared that as a result of this recognition, the organization received an additional grant from one of their donors to further fund their work.
This year’s Award finalists – meriting special mention – were Pueblo a Pueblo, Inc. and Strategies for International Development.
Read the NCA news release, and visit the NCA Coffee Gives Back Charity Showcase.
The coffee community is committed to building a brighter future for the entire supply chain. And the best way to move forward is together.
To help facilitate cooperation and collaboration across the industry, Conservation International’s Sustainable Coffee Challenge held an all-stakeholder meeting proceeding the NCA Convention (expect more news coming out of that soon!)
Working pre-competitively with a growing alliance of organizations across the sector, the SCC can help coffee companies of all sizes get involved, see a measurable impact, and move towards true sustainability.
“The biggest opportunity we have [as an industry] is collective action,” said Miguel Zamora, Director of Market Engagement, Rainforest Alliance, during his breakout session on labor concerns at origin. “Pre-collaboration makes you more effective.”
Stay tuned – next week we’ll share insights from the new NCDT, the NCA Day of Service, and behind the scenes at the SLC Coffee Science Fair!
Blue Donkey will host a specialty coffee cupping session at the 2019 National Coffee Association Convention in Atlanta, March 7-9 Atlanta Coffee Shop is Making Waves with National Coffee Leaders As Atlanta grows, so does the city’s specialty coffee scene – and one of the […]
Coffee CultureBlue Donkey will host a specialty coffee cupping session at the 2019 National Coffee Association Convention in Atlanta, March 7-9
As Atlanta grows, so does the city’s specialty coffee scene – and one of the hometown favorites is about to make a big splash with coffee executives from around the world.
Despite this excitement, Atlanta’s Blue Donkey Coffee remains true to its commitment to specialty coffee, personalized for coffee lovers. The latest Blue Donkey café is just their second location, opening last fall in an upcoming area east of downtown on the edge of Grant Park.
Roasting out of Fayetteville, GA, their first shop was a successful spot on the Georgia Tech campus. Recently, they were approached by developers who wanted a coffee shop in one of their retail locations.
“The coffee shop culture in particular is relatively new, but it is developing pretty quickly,” said David Lane, one of the co-founders of Blue Donkey Coffee in Atlanta. “There’s a lot of diversity – each one has a little different flavor.”
And what’s the “flavor” of a Blue Donkey café?
Blue Donkey’s unique take comes from the personal touch – as they remain a close-knit, family-run company with a passion for quality – and consistency.
Lane’s guiding philosophy is simple: “Our core business is the coffee.”
He adds, “If things don’t go well on the roasting level, it effects the whole business.”
Unlike cafes with Instagram-optimized menu offerings, Blue Donkey focuses on the basic brew – and avoids unnecessary flavorings or additives. Instead, baristas are trained to explain to customers the quality and context of the coffee they are serving.
While they are focused on serving an excellent cup of specialty grade coffee, they’re still seeing – and responding to – new trends: specifically, the hottest coffee in Hot‘Lanta is cold.
“Even during [winter], we do very well with our iced coffee,” Lane said.
Blue Donkey’s newest coffee shop offers quality coffee and community.
Between Traditional and Trending
This balance between traditional and trending led Blue Donkey to be selected as host a coffee cupping session at the National Coffee Association Convention in Atlanta, March 7-9.
“When we met David and Ed, we knew that having them bring their passion – and great coffee – to our convention was an opportunity that we didn’t want to miss,” said Bill Murray, President and CEO, National Coffee Association.
And so the buzz is brewing around Blue Donkey Coffee, and the session they will be hosting at the National Coffee Association Convention in the Westin Peachtree Plaza in Atlanta on March 9 – a coffee “cupping” where attendees can come taste, slurp, savor, and learn about different coffees.
But even as they expand, Blue Donkey has remained close to their roots.
The company started small (as in, a used roaster in a garage small). And while they’ve expanded to nearly 20 employees, Blue Donkey remains very much a family-run company.
While closeness can bring challenges, Lane says it makes it easier to build a positive culture – and for that culture to be transmitted through all aspects of the business.
Ultimately, this culture of passion and caring is something Blue Donkey wants to share with others, whether their customers, or coffee industry leaders.
“Good coffee is a very affordable luxury,” says Lane. “When it gets to the cup, we want the customer to just have a great experience: a great product, a great service, and a great environment.”
Blue Donkey Coffee – Grant Park
275 Memorial Dr. SE
Atlanta, GA 30312
678 561 0138
www.bluedonkeycoffee.com
Photo credit: Blue Donkey Coffee
Exploring TRUE coffee descriptions: Trustworthy, Realistic, Understandable, Enticing A Shared Industry Vocabulary to Keep Us On the Same Page Learn more about coffee quality: Join Blue Donkey Coffee for a specialty coffee cupping at the 2019 NCA Convention in Atlanta, March 7-9 Part I: How To Communicate […]
Coffee CultureExploring TRUE coffee descriptions: Trustworthy, Realistic, Understandable, Enticing
Learn more about coffee quality: Join Blue Donkey Coffee for a specialty coffee cupping at the 2019 NCA Convention in Atlanta, March 7-9
The following article was originally published as the first installment of a 2-part special series in Tea and Coffee Trade Journal in the July/August 2018 and September 2018 issues
By Spencer Turer, Coffee Enterprises – via LinkedIn
Aroma and taste descriptors are most easily understood when primary flavors are referenced for the perceived attribute.
When attributes are categorized into groups it becomes difficult to understand their meaning without additional training or explanations. Confusion is created when conclusions are used for flavor descriptions, or when adjectives or verbs are used in place of nouns when presenting descriptions.
The use of primary food terminology adheres to the tenants of TRUE descriptions. A primary food word is one that has a tangible reference found in nature, at a grocery store, or within a set of calibration standards.
Familiarity with basic taste terms is developed through sensory training using calibration samples for aroma and taste and aligning with other cupper and tasters for the appropriate use of the terms.
When there is confusion, additional discussions are required to identify the actual taste or aroma character being perceived. This becomes inefficient for an operation and may result in inappropriate or incorrect descriptions being used for coffee. These additional discussions are challenging when cuppers/tasters are working to understand each description across language, regional or cultural differences.
Examples of conclusion or category words that are to be avoided when communicating coffee descriptions:
To avoid confusion when creating reviewing coffee sensory descriptions, it is most efficient and effective to use primary food words, which have a single item that can be used for calibration, either from a grocery store, or a flavor training kit.
Training and sensory acuity may affect the words used in creating coffee descriptions. Also, the quality of the coffee is a key contributing factor to the degree of generalization or specificity of the descriptive words used. Eg, a coffee may be described as having fruity, spicy, and nutty characters. By this description it is unknown if the cupper is a novice and has not been fully trained in identify and describing taste, or if the quality of the coffee does not allow for more specific taste characters to be perceived and listed.
“Fruity” is a category descriptor that obviously includes all fruits. This category can be divided into citric and berry, thus diverging on the fruit identity and increasing the level of specificity. Further detail perceptions would be to identify the actual citric fruits perceived or berries perceived. Many specialty coffee descriptions identify the individual variety of lemon or lime. This level of great details requires a highly trained cupper who is calibrated to lemon and lime standards and a high-quality coffee that has the inherent taste characteristics. Without one or even both to occur, a description that may include Kaffir Limes, Key Limes, Limequates, Meyer Lemons, Rangpur Limes, Tahiti Limes and Eureka or Lisbon lemons, will lack both credibility and believability.
Merchandising is the promoting of items for sale. Any action that stimulates the buyer’s interest and entices consideration for purchase intent is merchandising, including advertising, packaging, price, and promotion. It is most effective when the buyer understands the information which is presented in a clear and concise manner. When descriptions create too many questions, or present incomplete or include technical jargon, merchandising will adversely affect the buyer’s purchase decision.
Industry jargon and abbreviations are appropriate only when the seller and potential buyers are both familiar with the terms and a communication shorthand is appropriate. However, armatures, home roasters and consumers may be confused by our verbal short-hand.
When offering products to consumers, additional explanations and more detailed descriptions are required, specifically answering why the information presented is important and how it will affect the quality of the coffee. Consumers expect TRUE descriptions.
Information that is obvious to professionals may be unknown to consumers, thus it is always recommended to identify the information being presented to avoid confusion. Green coffee descriptions are commonly used to merchandise roasted coffee products, illustrating the relationship and importance of describing descriptions accurately and appropriately.
Each company should adopt a standard format for coffee description, which over time, will become familiar to returning customers.
An important note: regular customers will gradually gain knowledge and sophistication, so before changing the format of coffee descriptions carefully consider how those changes will affect new and novice consumers.
What benefits one consumer group may alienate another. Detailed explanations for coffee descriptions may be presented on the company’s web page, within the foodservice menu or retail display, and are not always feasible to include on the coffee packaging.
In the foodservice environment, TRUE product descriptions and detailed explanations should always be part of employee training and available to any employee who needs to answer a consumer’s question.
Commonly used to establish provenance, promote the sourcing practices, or explain the quality of the coffee, green coffee descriptions are obviously a critical component to merchandising green coffee products and are not more common when merchandising roasted coffee products. Often a point of differentiation from one product or company to another, green coffee descriptions establish the expectations for quality, value and sensory experience.
Green coffee descriptions may require explanation relevant to quality, sensory profile, and price:
Recently, a colleague visited a local coffeehouse that offers specialty quality coffees in their pour-over station. The featured coffee was Panama Pacamara and the price was USD $9 for a 12-ounce cup. When compared to usual prices for pour-over, French press and vacuum pot preparation in the US, this drink is about two to three times more expensive. The merchandising and description for this expensive handcrafted beverage, Panama Pacamara, was grossly incomplete, and was further exacerbated when the barista was asked about the coffee provenance and roast development. The barista’s only response was Pacamara coffee from Panama. This exchange and poor description is tantamount to merchandising a bottle or can of craft beer as ale from Colorado and selling it for two to three times the usual price. Both are examples of descriptions that are not TRUE.
The message of hospitality is to never give the customer a reason to shop elsewhere. Confusing and incomplete merchandising may force buyers to look elsewhere for coffee.
When buyers are unable to connect with the product through the description, there is low confidence of purchase or repeat purchases.
As [coffee] professionals, we know our industry has many differences of opinions and company-specific terminology regarding quality identifications for coffee. TRUE descriptions are not vague, and are aligned with the industry as whole.
Examining roast level’s descriptions, the roast development spectrum may be divided into categories, there has been limited industry alignment on the use of light, medium, and dark description. Recognized roast terms used in merchandising, such as: American, cinnamon, city, full city, Vienna, continental, French, Italian, etc, are not standardized and often create confusion for the consumer. When comparing several packaged coffees that all use the same roast level identification, there will surely be several different levels of roast development or coffee color, often with a wide range from light to dark.
Consumers are further confused when seeing company-specific references. Eg, a light roast from a company that specializes in dark roasted coffees may be darker than a dark roasted coffee from a company that specializes in light roasted coffees. Standardization or a universality of roast development language or roast color identification would contribute to greater understanding by consumers.
Descriptions are not TRUE when confusion is created and consumer expectations are not met. Flavor descriptions, roast description, coffee quality, origin information, etc, must always follow the TRUE model or a point if disconnection will occur between the seller and the buyer, or between the professional and the consumer. Knowing the details of the contents within a coffee package or of a coffee beverage through the use of TRUE descriptions will help prevent disappointment and purchases of coffee that will not suit the preferences of the consumer.
Spencer Turer is vice president of Coffee Enterprises in Hinesburg, Vermont. He is a founding member of the Roasters Guild, a licensed Q grader, received the SCAA Outstanding Contribution to the Association Award and earned the SCA Specialty Coffee Diploma. Turer is an active volunteer for the Specialty Coffee Association and the National Coffee Association of the USA.
Daiane Vital embracing her mother Vanilda de Souza Vital, south of Minal Geraris Brazil. Photo: Danielle Sereio “The industry must do a better job at telling coffee’s history, beyond those who carried the bean throughout different parts of the world…” – Phyllis Johnson, BD Imports, […]
Coffee CultureDaiane Vital embracing her mother Vanilda de Souza Vital, south of Minal Geraris Brazil. Photo: Danielle Sereio
“The industry must do a better job at telling coffee’s history, beyond those who carried the bean throughout different parts of the world…”
– Phyllis Johnson, BD Imports, NCA Board Member
In the most recent issue, Roast Magazine published an insightful and important article by Phyllis Johnson, NCA board member and BD Imports president & co-founder.
“Strong Black Coffee, Why Aren’t African Americans More Prominent in The Coffee Industry?” features perspectives from 14 black coffee professionals.
The following is a summary of the original piece, with new reflections and an update from Johnson’s recent trip to Brazil during International Coffee Week.
Daiane Vital and Phyllis Johnson at International Coffee Week, Brazil, Belo Horizonte
Data shows that African Americans are less likely to choose coffee in comparison to other US ethnic groups. Yet coffee’s history links major contributions not only to Africa, but the diaspora around the globe.
Ethiopia is praised as the birthplace of coffee and for giving us some of the most prized coffees in the world. Those of African descent continue to play a key role in production. The enslavement of African people was the original source for coffee production in Brazil, the Caribbean and the West Indies, yet research shows that African Americans are less likely to choose coffee in comparison to other US ethnic groups. In addition, fewer African Americans are employed in the industry.
In trying to understand the complex and loosely connected relationship between coffee and African Americans I considered my personal life experiences, along with myths I was told about coffee as a child. I consulted a collection of history books on the subjects of coffee and slavery, in addition to conducting many interviews.
D’Onna Stubblefield, coffee consultant, New York
The industry must do a better job at telling coffee’s history beyond those who carried the bean throughout different parts of the world such as the missionaries, travelers, traders, and colonist.
We must tell the full extent of coffee’s history acknowledging those who were enslaved to work in coffee fields. Understanding that the first beans that arrived on our shores were produced by the enslaved, prepared and served by the enslaved.
While we are very comfortable in present day story-telling about coffee farmers in our marketing programs, we must not look away from the past.
Denis Ngochi
Some may not see the connections between the effects of slavery, racism, and inequality and how this links to low participation of African Americans in many industries including coffee.
Denis Ngochi, co-founder of Elephant Coffee Importers shared:
“You have to unearth history yourself to avoid ignorance. For some it hurts, for others, it’s shameful and no one wants to be hurt or ashamed, but we have to know this history in order to understand what’s happening today and grow from it.”
Marketing plays a tremendous role in the products we chose.
While celebrity endorsements for coffee are often white men, carbonated beverages and fruit juice advertisements tend to more often feature young black professionals.
As a result, research shows that blacks over index on carbonated beverages and fruit juices.
Gisele Coutinho at International Coffee Week Brazil, Belo Horizonte
Although the article is centered around black coffee professionals in the US, I decided to include perspectives from of two Brazilians, Daiane Vital, a coffee picker in Mantiqueria and Gisele Coutinho, from São Paulo who works in coffee consumption. Their stores are directly connected to the production of coffee through past generations.
A few weeks ago, I attended International Coffee Week in Brazil where I met up with Daiane and Gisele and shared a copy of the article with them. Perspectives from blacks in America and Brazil are similar, both reflecting on the consequences of a lack of representation and visibility.
Gisele Coutinho, founder of Pura Caffeina in São Paulo, says:
“As a small business owner and one of few black Brazilians in the consumption market, I am often asked whose brand it is and who I work for. I am not thought to be the owner of the business…”
At International Coffee Week in Brazil
According to the NCA National Coffee Drinking Trends (NCDT) report, consumption among African Americans fell from 46% in 2017 to 42% in 2018.
In the category of “gourmet coffee beverages (net)” – which includes expresso-based beverages, non-espresso-based beverages, traditional coffee- gourmet and ready to drink coffee beverages – the 2018 survey indicates 42% of African Americans drink beverages in this category, compared to 64% of Hispanic-Americans and 53% of Caucasian-Americans and 59% percent of Asian-Americans
Coffee is an important industry in the US. In 2015 the industry created 1.7 million jobs, 1.6% of the US GDP and had an annual economic output value of $225 billion, based on the NCA Economic Impact report.
In addition, research shows that coffee offers health benefits, consisting of improved longevity, cardiovascular health, liver health, diabetes, cancer and stroke, all of which are significant issues for African-Americans.
Over the past 20 years that I’ve worked in coffee, I’ve come to realize that although we all face similar challenges, the additional challenge of having a lack of representation, little sense of belonging, and virtual invisibility within the industry can have a profound impact on the success of an individual and their business.
The article offers possible solutions to improving participation in the industry by providing questions to consider when building a more diverse and inclusive team. It encourages readers to invite more diversity to the table.
In addition to expanding coffee consumption, we should consider the creativity and insight that a more inclusive industry provides.
Strong Black Coffee, Why Aren’t African Americans More Prominent in The Coffee Industry? | Roast magazine
PHYLLIS JOHNSON is president of BD Imports and the recipient of the 2018 Responsible Business Supplier of the Year award from Radisson Hotel Group. Her story has been featured in several books and articles. She’s an advocate for diversity and inclusion in the coffee supply chain, gender equity, economic opportunities, and the complex issues of race and coffee. She’s a graduate of the University of Arkansas at Fayetteville with a degree in microbiology, and the John F. Kennedy School of Government at Harvard University with a degree in public administration. Johnson is a current board member of the National Coffee Association USA and has served on numerous other coffee industry boards. She lives in Georgia with her husband, Patrick. They have three children, Marcus, Matthew and Maya.
Photos via Roast and Phyllis Johnson
4 in 5 consumers say they look forward to fall seasonal items the most Is this the end of pumpkin spice? By Amanda Topper, Mintel The following is an edited excerpt from the Mintel Blog. Read the full post Wake up and smell the coffee: Pumpkin […]
Coffee Culture4 in 5 consumers say they look forward to fall seasonal items the most
By Amanda Topper, Mintel
The following is an edited excerpt from the Mintel Blog. Read the full post
Wake up and smell the coffee: Pumpkin spice’s reign as top autumn coffee beverage may be coming to an end.
Menu mentions of pumpkin-flavored coffees declined 30% from Fall 2015-Fall 2017, according to Mintel Menu Insights. This decline was driven mainly by a few quick-service restaurants (QSRs).
Mintel’s US research on seasonal dining trends finds diners are more likely to gravitate toward salty/sweet, spicy/sweet, savory, and spicy flavored beverages during the fall and winter months.
While pumpkin-flavored coffees still appear on fall seasonal menus, operators are also expanding their fall seasonal coffee options to include non-pumpkin flavors.
Recently launched flavors include:
Despite the expansion of fall seasonal coffee flavors, many operators recognize the affinity some consumers have toward the pumpkin spice flavor.
Four in five consumers say they look forward to fall seasonal items the most.
Good or bad, pumpkin spice is here to stay, with key operators likely to continue offering the ‘classic’ flavor during the fall season.
However, as these declines show, there is room for additional flavors that can appeal to consumers that are not among the pumpkin spice faithful.
Several recently launched fall limited-time offers (LTOs) provide a slightly different take on familiar flavors, such as caramel, vanilla, and butterscotch, offering consumers a sense of indulgence and adventure. Additionally, these menu items are bound to create buzz due to their limited availability.
Operators should consider offering a variety of fall seasonal coffee flavors, featuring new and classic options, to appeal to a wide consumer base.
Amanda Topper is the Associate Director of Foodservice Research, responsible for overseeing all of Mintel’s foodservice offerings, as well as providing insight and competitive analysis across scheduled deliverables, and client and industry presentations.
Watch the NCA webinar: The Complexity of Flavor Labeling (member login required)