25 Apr '15, 5pm

Staying Relevant: Meeting Consumer Demands in Changing Times | The Specialty Coffee Chronicle h…

Staying Relevant: Meeting Consumer Demands in Changing Times By The Specialty Coffee Chronicle on April 6, 2015 By André Cabrera, Distant Lands Coffee Savvy, discerning millennial consumers (people between the age of 18 and 35 who make up around 25 percent of the U.S.’s population) have shown that they expect quality, value, and convenience. They have sophisticated palates and desire a variety of flavor and options. But they also want to know how their coffee is made and where it comes from, and these issues are increasingly arising as the most important when they make a purchase decision. “We want sustainability and innovation,” is the battle cry for the millennial generation. They are concerned about a wide variety of issues, including sourcing, with a strong preference for the locally grown and organic. Telling the story of how coffee is grown and how it is brought to m...

Full article: http://www.scaa.org/chronicle/2015/04/06/staying-relevant...

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