29 Sep '17, 5pm

New Report Says Shade-Grown Must Go Mainstream for Coffee's Future

New Report Says Shade-Grown Must Go Mainstream for Coffee's Future

Building specialty brands based on regenerative models, such as shade-grown and biodiverse coffee production, will require global demand. The coffee branding and retail business has the know-how to largely influence global demand. For example, marketing campaigns about the premium experience of ‘cold brew’ coffee by Starbucks, Whole Foods, Dunkin’ and Peet’s Coffee have helped grow this new market339% from 2010 to 2015 in the US.55 The trends for cold brew, as well as the success of the Nespresso phenomenon, show the power of marketing supported by quality product brand development. Starbucks, Nestlé, and other major coffee brands and retailers have an opportunity to focus on shade-grown coffee, supported by local communities, as the next big specialty coffee.

Full article: https://dailycoffeenews.com/2017/09/29/new-report-says-sh...

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