As I have said in previous posts, the interesting thing about the coffee business is that we are all selling the same thing. It’s a brown bean. A commodity.
At the top end of the market, which is pretty thin, you can differentiate your coffee by its taste. A few people can taste the difference between a decent coffee, a good coffee and a great coffee.
But with most people, their appreciation of coffee is the same as their appreciation of art – they just know what they like.
So…if you are selling a brown, roasted bean – just like every other coffee company – how can you differentiate your own beans?
The answer is pretty simple. You tell a story.
Typically those stories revolve around things like the country of origin and the circumstances under which the coffee is grown, processed and roasted. Shade grown. Fair Trade. Organic. Small batch roasting. And so on.