By Julia Nikolaus, Contributor
A once-catchy jingle in the United States constituted that coffee is the "best part of waking up." That may or may not be up for debate, but one thing is for sure: the world is decidedly waking up to the taste of sustainability. As more consumers become conscious of the environmental impacts of their choices, sustainable products are increasingly popular, particularly in the food and beverage sector.
Another emerging trend is the consumer interest in sustainable coffee, notably when going out to eat.
GourmetPro, the consulting network of leading food and beverage industry consultants, finds that sustainability plays a vital role in how consumers currently make their coffee choices. Indeed, with coffee drinkers trying to drink a product that echoes their values, this is information that restaurant owners and managers need.
This short blog looks into these factors and points out how you can tap into this growing market segment.
Understanding What’s Driving the Demand for Sustainable Coffee
Understanding changing food trends is about understanding what factors and influences are changing the perceptions and, therefore, behaviors of consumers and your guests. Here's what's driving the demand for restaurants to start serving more sustainable coffee:
Ethical Awareness: Consumers have more awareness about the social and environmental dimensions associated with the production of coffee. Apart from this, questions regarding fair labor practices, ethical sourcing, and treatment of workers in the regions that produce coffee are also areas of concern.
Environmental Awareness: Massive issues, such as climate change and deforestation, are increasingly important. Coffee enthusiasts want to be aware that their cups of coffee come from measures that help reduce carbon emissions, save biodiversity, and help ecosystems.
Health Awareness: Most consumers perceive beverages made of sustainable coffee beans as much healthier compared to conventional coffee drinks. As consumers believe sustainable coffee is better grown without the use of harmful pesticides and chemicals, they believe that responsibly sourced coffee retains more of its nutritional value.
Taste: Some consumers feel that sustainably sourced coffee has a superior taste to traditionally harvested coffee. Most believe that higher-quality beans grown under optimal conditions lead to more interesting flavors.
You can expand your appeal and deepen your customer loyalty when you understand what they are most passionate about.
Embracing Sustainable Coffee
Here are some practical steps for embracing the push for sustainable coffee:
Source Sustainable Coffee: Vendors with certification from groups like Rainforest Alliance, 4C, and Fair Trade USA should be employed. Ask questions on sourcing practice, environmental receptivity, and coffee farmer support. Place direct trades with the farmers to ensure compensation is fair and supportive to locals.
Educate Your Staff: Train your workers about the benefits of sustainable coffee and allow them to share what they’ve learned with customers.
Promote Sustainability: Establish a sustainable theme by offering beverages with sustainable food pairings. Use eco-friendly materials and reduce waste in your daily operations. Think recycling and composting food waste.
You can drive sustainability efforts further by promoting direct benefits from sustainable coffee, showcasing it on social media, and forming synergistic partnerships with organizations with similar goals. Not only is sustainability a key task of an emerging customer demographic, but it also helps make your brand image stronger and maintains a good reputation as an environmentally-responsible business.
