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It’s essential to have short, digital tools are changing the ic community is called Digital Coffee by these tools to their benefit? I think
what many companies don’t understand
coffee industry and the way business is
Future and albeit still small, it’s growing
a very local context when done. Leveraging such tools to create a fast. Digital Coffee Future is a virtual when developing digital tools is the
hub that focuses on coffee digitalisation
challenges on the ground,” Elisa says.
more transparent coffee industry is a
developing these digital tools. logical next step. and it’s open to any coffee actor. The idea “You really need a local perspective.”
is that by creating a neutral and pre-com- Elisa believes that it is essential to
Boots on the Ground petitive space, different stakeholders can have a very local context when develop-
have more efficient and effective con- ing these digital tools and that it takes
When I started my research, I was versations about how digital and time and effort because each cooperative
most curious about the initiatives and non-digital interventions can work to- has different needs.
projects that are currently underway to gether to improve the coffee industry as “Co-ops in Central and Latin
make the coffee industry more transpar- a whole. America are contracting software devel-
But one thing is for sure: in recent standing this information and what it means The access to such an amount of ent with the help of digital tools. I wanted By bringing together farmer orga- opers to build their own system that
years the coffee industry has started a for the coffee value chain? Do we need to be information has inevitably brought about to know how the people behind these nizations, traders, roasters, NGOs, pub- works for them,” says Criscione. “You
conversation about transparency. This transparent about being transparent? a change in consumer behavior. We are projects defined transparency and what lic institutions, tech providers, academ- have to have a very local context and
stems from a wider business trend of in- To try and answer such questions, now more likely to research a product actions they were taking to achieve it. ics, baristas and individual coffee even then it takes time and effort because
creasing transparency in all industries. each of us needs to consider our place in before we buy it, and we are also more It’s important to understand that professionals, Digital Coffee Future coffee organizations and co-ops differ in
Times are changing and modern day the coffee value chain. Are you a roaster? likely to take our business to companies applying the use of digital tools to hopes to build a strong and inclusive sizes and have different needs. We are
consumers demand to know more about A cafe owner? A barista? A consumer? that share our values. achieve transparency in the coffee in- digital coffee network. They do this by using a bottom up approach via our ed-
the products they’re buying and the com- Each perspective might offer a different When it comes to the coffee indus- dustry is a very broad topic. There are organizing community events, educa- ucation program to address these needs.”
panies they’re supporting. answer and that is logical. What’s import- try, we can already see how digitalisation many players across the value chain and tional opportunities and by working to Digital Coffee Future is currently
That in itself is pushing many indus- ant is that, whichever part of the coffee has changed the way business is done. they all have different needs and chal- make sure everyone’s voice and experi- working on two educational trainings.
tries to add transparency practices in their value chain you find yourself at, you can For example, more and more roasters are lenges. Most of the projects I discovered ence is represented. The first one will pilot in Central Amer-
value propositions. However, there is a line understand when you are provided with adopting fully digital solutions for their are focusing on one particular aspect of I had a conversation with Elisa ica to train small exporters and cooper-
between offering transparency and leverag- the right information and how this infor- green coffee buying. This allows them to the coffee value chain and many times Criscione, Founder and CEO of Digital atives how to understand digitalisation
ing the term as a marketing strategy. mation might be useful to you. have greater transparency into the ori- it was not clear how these initiatives Coffee Future, about the role of digital and how to approach the digitalisation
A few years back when I was study- gins of the coffee they’re buying, as well would be benefiting other parts of the tools in offering transparency through- process. The second training is targeting
ing business, I remember reading about Let’s Get Digital as traceability throughout the supply chain or if they were taking a holistic out the coffee supply chain. other market actors such as roasters, to
the marketing mix and the 4 P’s: product, chain. As a result, roasters are able to approach. “We need to ask ourselves, are help them understand digitalisation from
price, place and promotion. Imagine it like Donny Miller said, “In the age of offer their customers coffees with stories There is, however, a community these tools actually offering transparen- their perspective. Digital Coffee Future
a bag of things you need to make a brand information, ignorance is a choice.” As we that can be told and traced all the way of coffee professionals eager to exchange cy? Or are they just perpetuating the is definitely a great example of a project
successful. In today’s business world, I continue to move forward in the digital back to the farm level. ideas, knowledge and tools on coffee same old power dynamics? How can that is taking a holistic and inclusive
would argue that there are some other age, this statement holds more truth than Cafe owners are also starting to use digitalisation. This inclusive and dynam- coffee producers use the data generated approach to coffee digitalization.
things thrown in there: sustainability, ever before. With easy access to an unprec- digital solutions to streamline their
transparency, accountability etc. edented amount of information at our businesses and offer a better experience
Some companies will use the word fingertips, it’s easier than ever to be to their customers. For example, some
“transparent” to describe their business well-informed about the products we buy cafes are using apps that allow customers
practices or product when in reality, and the companies we support. to order and pay for their coffee before
they’re not being completely truthful. This If you think about it, the fact that they even arrive at the cafe. These days
is where things can get complicated. The we have access to so much information baristas can use high-tech brewing
main issue here is that we all might have in the first place stems from the contin- equipment that allows them to dial in the
different understanding of what transpar- uous innovation and development in perfect espresso with just a few clicks.
ency means and this confusion benefits technology. The internet has allowed for And thanks to social media, it’s easier
marketing departments more than any a global connectivity and flow of infor- than ever for cafes to connect with their
other interested parties. Perhaps we are mation like never before, and this is only customers and build a community
not asking the right questions. When it set to continue with the advent of 5G. around their brand.
comes to the coffee industry, here are some The increased speeds and capacities of At the farm level, digitalisation is
questions that may provide food for 5G will enable even more complex ap- also starting to make its way in. Farmers
thought: plications and higher volumes of data to are starting to use apps and software to
Is having access to information be transmitted, furthering the possibili- manage their plantations, track their
enough to make an informed decision? ties for digital transformation in all in- production, and even sell their coffee
Shouldn’t we work towards actually under- dustries. directly to roasters or importers. In

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