Page 79 - #87 eng

C

By working towards a more sustainable and
ethical coffee industry, we can create a sys-

tem that is fair for all involved.

The freedom to grab coffee anytime is a

privilege that many people take for granted.

The Freedom of Grabbing Coffee Anytime alternatives. Moreover, some of them might not even have which are becoming increasingly important to consum- a greater understanding of the coffee they are drinking
access to clean water, let alone specialty coffee. ers. And if specialty coffee companies appeal to conve- and allow them to make more informed choices. By
Accessibility to coffee is not something questionable The freedom to grab coffee anytime is a privilege that nient-minded consumers, they have the potential to providing them with this knowledge, they will be more
these days, at least not for the developed countries. It’s many people take for granted. It’s something that should reach a whole new group of people with their message. likely to purchase specialty coffee in the future. Fur-
everywhere; supermarkets, malls, petrol stations, and even be enjoyed by everyone, not just those who can afford it. The reality is that they have to battle many big players thermore, education can help to create a more sustain-
some coffee shops are open 24/7. You can have it anytime So how can we make specialty coffee more accessible to that have been in the market for decades and know how able and ethical industry by teaching consumers about
you want without much hassle. The whole process is quite everyone? By working towards a more sustainable and to use marketing and advertising to their advantage. the importance of supporting these types of businesses.
simple and straightforward. You are pretty much free to ethical coffee industry, we can create a system that is fair But specialty coffee companies who stand by the true For the specialty coffee industry, consumer education
grab coffee anytime you want. But does this freedom for all involved. This includes the farmers, the workers, values of their product, have one more card up their can lead to increased sales and growth. In addition, it
exist across the whole coffee value chain? Unfortunately, the roasters, and the consumers. When everyone is treat- sleeve: education. can help to build trust between the industry and the
the answer is no. Many developing countries and coffee ed fairly and with respect, it creates a positive ripple effect There are many benefits to consumer education, consumers, since specialty coffee companies that are
producing nations do not drink coffee as it is too expensive that benefits everyone involved. Specialty coffee rep- both for the consumer and for the specialty coffee in- transparent about their practices and willing to educate
for them. They usually opt for tea or other less expensive resents values such as sustainability and transparency, dustry. For consumers, education can provide them with consumers are more likely to be seen as trustworthy.

78 79