Posted Fri Mar 3, 2006, 3:28pm Subject: Re: Do we have something to do for the present coffee market?
many of us share your concern/frustration. Unfortunately this is going to be a slow process that begins with education.
1)Provide fresh, properly roasted, exceptional coffee for everyone who enters your door. -- Knowing about great coffee begins with tasting great coffee. Most of these consumers cannot go back to stale, old, and bitter coffee. The 'people' must know that THIS is the place to come for great coffee, and they must, as they say, "vote with their dollars." Until it begins to hurt the shop owner who sells putrid coffee, it will not end.
2) Have a "Coffee Education" night and invite other owners, as well as the public. Include a small cupping seminar of your coffees. Invite other owners them to brew their own coffee and bring it in a thermal container. Let everyone attending taste the difference between proper coffee and bad coffee. Educate them on the basics of Why and How this difference occurs.
3) Be a trend setter. Great coffee in China is being something of a trendsetter, so give yourself a point for that. Find others in your area of China who share your vision and ideal. I am only referring to your specific area, because ultimately that is all you can influence at this time.
4) Do it better everytime. Charge a premium. Make sure the quality meets the cost everytime.
5) Engage in dialogue with your customers. Education will still be the ultimate key, and while you are one owner, you can have hundreds or thousands of customers to help spread your coffee education.
At least for now, this is the only way. Perhaps you have some thoughts you would like to share.
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