Starbucks continues to lead. And follow.
It is no surprise to people at origin that demand for specialty coffee has increased. The problem has been that with out an educated consumer market the price paid has not been sustainable to demand quality over the last few decades. But somehow we’ve gotten by. I am certain this won’t last. As cost of production continues to increase while climate challenges derail 5-10 years of investment in one week, the future is uncertain. Starbucks has taken things into their own hands in planting significant amounts of coffee in China and they’re smart to think about where the industry will be decades from now. And anyone else who wants to work in coffee beyond the next 5 years should be doing the same. Thinking long term. Thank you Starbucks and Jim Hanna for drawing attention to this very real problem.
And on a different note, yesterday Starbucks released their “blonde roast”. It’s about time! This will surely provide fodder for the media for the rest of the year as it is a significant departure from their near trademarked roast flavor so many have come to love and hate. I am personally excited about this because while it will disappoint many existing Starbucks customers they can still get what ever they normally get and it will actually bring them new ones. Customers that go to Starbucks for the taste of the coffee and not the roast. This! Is! Big! This is good for everyone. Good for competition, the producer and the consumer. This will allow Starbucks to slowly develop a consumer base that seeks terroir. And if it is distinctive enough and consumers cling to it enough they may become less price sensitive. Their blends will be available in several formats including Via. I’m eager to try them all.
Here are a few links:
Starbucks blog – check out the video “blonde roast goes to second pop”
