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c Origin

Story/ Pete Licata

B uying PART

Green Coffee

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Focus on growing your business

So you are tasting great coffee, building your relationships, and getting organized with your methods
to give feedback. What else can you do to be a great green buyer? It may sound strange, but the last thing
I want you to focus on is growing your business. We always want to have bigger and better businesses,
but with a little focus you can become a bigger business AND a great green coffee buyer.
First, know your customers. Get to understand the types of coffee they will like the most by track-
ing your sales and inventory. You might be amazed to see how many people are wanting a coffee that you
don’t consider to be your best offering. This is largely because consumer coffee expectation and profes-
sional taste are not always the same. Your customers may also be interested in lower priced, or darker
roasted coffee. While these things are not ideal, they can be useful in generating a business strategy for
growth and profitability.

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