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Greg Campher is a coffee roaster and green coffee buyer, currently working with the Indigenous communities in Peru, who grow sustainable, rainforest-friendly speciality coffees. His company, Easy Jose Coffee, based just outside of Glastonbury, is an industry leader in sustainable, high-grade coffees.
One business success
- One particular highlight for us has to be the recognition we received from the Independent Newspaper in July when they awarded Easy José their ‘Indy Best Buy’ 2020 for independent speciality coffee roaster. Online sales revenue surged 300% and interest began to flood in from all sorts of channels we had not previously considered. New partnerships are being formed and there are exciting things afoot. The spotlight on sustainable produce and projects like ours has focused sharply.
Two challenges for the sector
- In my opinion, effectively communicating sustainability and particularly sustainable packaging in the coming months will be a key challenge for many. Consumers are more concerned than ever about the impact their purchasing decisions are making, and they’re better prepared and understanding of what sustainable truly means. Their ability to look beyond the buzz words means that brands need to get hold of and accelerate their sustainability plans before the consumer chooses a product that has already got its sustainability ship in order.
- A second challenge for the industry is surging demand for independent, artisanal brands. These brands don’t necessarily have the ability to react quickly in a very fast-paced environment, especially in the face of sudden surges in demand, which should be expected over the next 12 months. Retailers who support, work with and harness the power of these small brands will thrive.
Three forecasts for the sector
- A movement towards perceived higher quality products. Consumers are willing to spend more on goods with a higher perceived value – something a little more special than their norm to get them through a slightly quieter, less sociable, anxious daily routine.
- The rise and normalisation of truly sustainable, eco-friendly products. Low-impact products that drive and promote sustainable objectives will move to the fore. Driven by the mainstream media, the consumer will become more considered and new sustainable brands that capture the consumers’ imagination will surge.
- My chocolate consumption over Q2 lockdown will have single-handedly caused the rise in cocoa demand seen on the New York stock exchange, resulting in high chocolate prices for everyone, I send my apologies. On a more serious note, I believe we will see a significant uptake and movement to deliveries of small groceries via non-traditional channels such as Deliveroo and Uber Eats. These powerful channels will have seen the results and potential of their reach.
October 2020
