Quality is essential in specialty coffee, with roasters focusing on unique flavor profiles. However, rising prices and inflation present challenges in connecting with consumers. The need for effective marketing of premium coffees, particularly high-end micro lots, is crucial. Weihong Zhang, founder of BlendIn Coffee Club, emphasizes the importance of storytelling and customer engagement in promoting exceptional coffees.
• Green coffee prices have surged, impacting cash flow for roasters.
• Consumers are willing to pay more for better quality coffee, creating opportunities for specialty roasters.
• The demand for high-end micro lots is growing, especially in mature markets and emerging cities.
• Education and transparency about coffee origins and flavors are vital for customer engagement.
Understanding these dynamics is essential for roasters to thrive. As consumers seek quality, roasters must adapt to market changes and educate customers to foster a deeper appreciation for specialty coffee. This not only enhances customer loyalty but also drives growth in a competitive landscape.
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