Each coffee has a unique characteristic and performs better under different roasting conditions, so merchandising first start with finding the right roaster conditions and color points to best enhance the coffee. Most are seeing it as added-value marketing and are aware of the parallel offered by the wine and cheese industries. In promoting estate coffees to consumers, Shaw advocates a marketing mix including banners, printed brochures, and special gift packaging. We also promote each authentic estate coffee. The specialty coffee industry, with its development of many niches to meet the demands of consumers, recognizes that it takes worldwide arabicas, whether blended, flavored, or grown in the right terroir, to build our industry in every aspect.
Few roasters make a point of selling estate coffees as part of their marketing plan.
I believe the marketplace needs variety, so I think it is healthy to have a mix of estate, region, and origin coffees. No part of this article may be reproduced in any form without permission in writing from the publisher. Before using materials from this site, please read our usage agreement .