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roasters and producers. These meetings offer a format for producers
to tell their stories and express their concerns to roasters, who in
turn can relay those stories to their customers, and tell producers
about their business model and their expectations. In this venue,
the two parties work together at building a relationship that is
more engaging that that of mere buyer and seller.
The stories, narratives and meaningful relationships cultivated at Let's Talk Coffee translate into a rich experience for
roasters' customers. Now more than ever, these relationships are
key to coffee's success. The C market is a fundamentally flawed
way for us to value coffee. Let's Talk Coffee provides the venue
for discussions between all players in coffee's supply chain, and
through this discussion, the true value of each participant in the
supply chain is defined. The conference also offers a venue for
this pool of leaders to actively pursue solutions to the pressures
facing our industry.
Strand correctly pointed to the importance of conveying the sensorial expectation of coffee through our packaging. Throughout
Let's Talk Coffee, discussions formed around quality and taste.
And while many other presentations and discussions focused on
supplier issues, innovative technology and agronomic realities,
Strand directed us to engage the consumer. We build loyal customers through delicious coffee. With that loyalty, roasters have the
opportunity to convey the full range of challenges facing coffee's
supply chain, in turn creating the ultimate vehicle for change.
freshcup.com | January 2014
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