Why Branding Is Important In Wholesale Coffee Beans

When sourcing wholesale coffee beans, there are a lot of factors to consider

. Coffee is one of those commodities that is highly susceptible to trends and changes in fashion, so much so that it has become a metonym for so much more than simply the hot drink itself. 'Meeting for coffee' is such a common turn of phrase that it is used to describe meetings even when there is no coffee involved.

Delving into the realms of the sociology of coffee and what it means to us as a nation shows us that 'coffee' represents sociability, conversation and friendship, as well as a nice beverage.

Great Britain drinks around 3.9 million cups of the brown stuff each week, and to earn a slice of that commercial pie you need to be savvy and bear in mind that consumers today select drinks not only for their flavour, although this is still important, but upon the image the drink is branded with, and whether or not this is synonymous with the image they want to project of themselves.

In other words, a wholesale coffee bean's brand values are important to the consumer, and the importance is possibly only paralleled by that of alcoholic drinks.

Alcoholic drinks base their branding around 'coolness' and attractiveness to the opposite sex; and this is fitting with the environment in which they are designed to be consumed. Young people on a night out in bars and clubs are famously looking out for flirtation with the opposite sex, and so nobody wants to be seen drinking a drink that's deemed to be un-cool.

It sounds ridiculous but that's what marketing is all about, and the coffee industry differs only slightly in terms of image. Coffee is a 'cool' drink, there is no shame associated with being spotted sipping a cup of coffee. Once upon a time that was enough, but now, there exists a myriad of styles, mixtures and flavours to confuse the image-conscious consumer further.

One thing that you should look out for in wholesale coffee beans, however, is some kind of story that can be relayed back to the consumer about the beans. Many producers or importers of beans have realised that what consumers want at the moment from wholesale coffee beans is peace of mind that some thought and consideration has been afforded to the people that farm the beans themselves.

Whether this is in the form of some accreditation with a Fair Trade body, or the manufacturer's own guarantee, your wholesale coffee beans will be a whole lot more appealing to the consumer if care can be shown in this way.

by: Dominic Donaldson

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