Thoughts: Communicating the Life of Coffee
At the same time, this is totally awesome. If you haven’t already clicked the link, I’ll tell you what it is. It’s an interactive poster that explains every step of how the coffee Intelligentsia buys is cultivated and then roasted. You really have to go check it out yourself.
The best part is, however, is that this isn’t just a website. The top brass have printed up thousands of copies of this on a large newsprint fold up, and placed them in the store. While it seems a bit like war-time propaganda fliers, I think it’s the best way so far I’ve seen for educating customers.
Any time someone is waiting for a drink, they have the chance to pick one up, and find out new information about coffee processing. And while Intelligentsia has some flashy retail operations, the most innovative work that happens is on the back end.
Like how the company imports it’s own coffee. While this doesn’t seem like a big deal, Intelligentsia is the only roaster of its size that’s currently importing its own coffee. This means that Intelligentsia is getting their coffees in months before anyone else is. Intelligentsia was also the only roaster who was able to be present at Ethiopia’s new Direct Specialty Trade auction, due to the company’s status as an importer.
That’s a pretty important factoid that isn’t easily slipped into conversation. Kudos to the fellas at the Roasting Works that put this together. It truly has me in awe.
Direct Trade Interactive Map
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