Arts
Consumers. What we assume to be the end of the value chain in coffee, may in fact be the the beginning. In reality, as we will learn today, coffee is more a circle than a straight line, and in many ways it begins and ends with the consumer. How we serve, market to, and communicate with the consumer, literally shapes the industry through curating the demand that we then supply. The question for all of us who have influence in creating the expectations, and therefore the demands and behaviors of consumers, is, how do we build guide them to options and habits that create long term sustainability? With the help of some of the most incredible and influential people we dive deep into the world of the consumer to discover what makes them tick, what part we play, what makes sustainability movements sticky, how to create a narrative and supply options that encourage mass change through local effort, how farmers are creating direct to consumer models, and where we can start in our own businesses to create sustainable change. As we end the series on this episode I hope you take these ideas and find a way to start applying them as soon as possible. The road to sustainability is being built by many hands around the world working together for a common goal. Let's make sure we join hands with them. Our Guest for this episode include: Erika Vonie: Coffee Consultant at Erikavonie.com Felipe Croce: Farm manager for F.A.F. Brazil Heather Ward: Content Strategy Director for the SCA Spenser M. Ross PHD: Assistant Professor of Marketing at University of Massachusetts Lowell’s Manning School of Business. Dr. Sukhbir Sandhu: Senior Lecturer in Sustainability and Ethics at the University of South Australia Business, and researcher w/ Centre for Workplace Excellence (CWeX) Thaleon Tremain: CEO and co-founder of Pachamama Coffee Cooperative Guest Links: Erika Vonie FAF Brazil SCA.COFFEE Spencer M. Ross Dr. Sukhbir Sandhu Pachamama Coffee Cooperative Show Links: www.biocaf.com Download the Free PDF Program Guide All Episodes of The Sustainability Series Related Keys to the Shop Episodes: 035 : The Consumer Revolution w/ Kevin Sinnott 304 : Inside the Coffee Data Trends Breakout Report w/ Katie Von Der Leith of the SCA 215 : Communication and Marketing Master Class w/ Spencer M. Ross, PH.D. 294 : At Origin Roasting Revolution w/ Luis Fernando, founder of Amor Perfecto! Blog: The Customer of Tomorrow 272 : Coffee for Dummies w/ Major Cohen 227 : Connecting with Hearts and Minds 196 : Understanding Customer Preferences w/ Peter Giuliano Transcript Remember! Visit www.biocaf.com for more resources on sustainability! Visit www.keystotheshop.com for hundreds of episodes focused on helping you and your coffee business thrive! Follow @keystotheshop on Instagram!