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
“Coffee professionals are enthusiastic, passionate and place a high priority on product education – but we often create jargon and use insider’s vernacular not easily understood by consumers.”
How do we encourage or persuade customers to try our coffee?
Communicating the virtues of the coffee will attract the attention of buyers, for both green coffee and roasted coffee.
The success of any beverage program starts with quality: how does it taste? Branding, promotion and merchandising will capture the first sale, but only quality will keep your customers returning time after time.
Together we will explore how to create TRUE coffee descriptions:
Trustworthy, Realistic, Understandable, Enticing.