30 Mar '18, 8pm

The Extraction Bounces Between Crossovers and Pourovers

The Extraction Bounces Between Crossovers and Pourovers

Roman, one of the original Mad Men , was the president of the advertising firm Ogilvy & Mather. In 1981, he was invited to speak at a gathering of the Green Coffee Association of New York, on the subject of what to do about the struggling coffee industry. A record frost had hit Brazil in July 1975, pushing coffee prices to levels that consumers simply were no longer willing to pay, and the industry was floundering. At the convention, Roman made a surprising suggestion. Coffee companies had to stop trying to compete on price, and start selling coffee on the basis of value, image, quality — along with something much more ephemeral. “We are entering the ‘me’ generation,” he predicted, an era in which consumers would ask crucial questions such as: “What’s in it for me? Is the product ‘me’? Is it consistent with my lifestyle? Does it fill a need?”

Full article: https://dailycoffeenews.com/2018/03/30/the-extraction-bou...

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