Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
Issue link: http://freshcup.epubxp.com/i/178110
ROASTERS REALM Continued from page 60 charity during the holidays, for example, can act as a bonding agent between customer, roaster and community. Getting more people involved not only helps the charity, but from a business standpoint, it helps cement customer loyalty. You're offering them more than just a bag of coffee; you're helping them strengthen the fabric of their local community. GIVE THOUGHTFULLY. Did you have any leftovers from your roast week that you didn't sell? Donating to local civic agencies (firefighters, police, etc.) can be a great way to show your appreciation to those sacrificing for the benefit of your community while also potentially gaining exposure to some very appreciative new fans. CHOOSE. I'm intentionally leaving this last suggestion blank— my wish here is simply to plant a seed that will germinate through your passions and desires. It may bloom into a charitable action that is uniquely yours. THE CHANCE FOR CHANGE We are privileged to work in an industry that places a huge value in treating people well. That can show itself in the simple morning greeting at the café while preparing an expertly crafted drink, but it can also be manifested in one of the charitable suggestions outlined above. I'm grateful to be in an industry centered around people, using coffee as a vehicle to help make lives better, from the farmers at origin to the folks in our own neighborhoods—connecting them (and us all) in continually new and innovative ways. 62 Fresh Cup Magazine freshcup.com