More Consumers Want To Know Where Their Coffee Is From
Gone are the days when customers will take the first cup of coffee offered to them. In fact, Brits have become increasingly discerning coffee consumers, with people taking a much greater interest not only in the kind of beans or blends on offer, but also in where they come from.
According to the BBC, there is a growing number of consumers who would be prepared to pay more for their cup of coffee if they knew where it came from and that the farmers who produced it had been treated well and paid a fair price.
The news provider noted that farmers could be up to three and a half times better off if they just sold their coffee in the right way.
Data from the UN’s World Intellectual Property Organisation (Wipo) found that “smarter processing, branding and marketing makes a huge difference to growers and their communities”, the news source revealed.
That means there is a real opportunity for small, artisan coffee shops, who can share the story of their coffee, where it comes from and potentially even more about the farmer who’s responsible for producing it.
One customer at a coffee shop that does exactly this, explained why she doesn’t mind paying a bit more for a cup of coffee. Amy, a marketing executive, told the BBC: “I do like to know that it’s ethically sourced because you just feel better about drinking it.”
Wipo director-general Francis Gurry said that there’s no reason for everyone’s interests not to be met. It’s possible that “ethical consumers, discerning consumers and farmers’ interests can all come together to add value to everyone”, he told the news provider.
With ever greater competition on high streets around the country when it comes to coffee shops, it makes sense to invest in private label coffee from ethical and sustainable sources, helping you to differentiate your business from the others in your area.
The latest report from the Allegra World Coffee Portal into the state of the European coffee shop market found that there’s a growing artisan coffee scene in the continent, with a number of the larger coffee shop chains looking at ways to tap into this more bespoke side of the market.
Finding a way of telling the story of the different coffee blends, as well as providing more detailed information about their coffee’s provenance could be one way in which they start to attract the consumers who typically seek out independent coffee shops where this kind of information is likely to be more readily available.
Of course, the quality of the coffee is also important, so this needs to be assured, along with the ethical and sustainable nature of its production. Given that consumers are happy to pay a higher price for coffee that’s got these credentials, it’s a win-win situation for the producers, coffee shop owners and the consumers themselves, Mr Gurry stated.
This is because consumers get the higher quality product they’re looking for, while feeling good about what they’re buying, while farmers receive a better price for their coffees, and cafe owners are able to charge a premium price for their particular blend.