The Value, Quality, and Image of Coffee - Deepstash

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The Value, Quality, and Image of Coffee

The consumer needed to be made more aware of what made coffee worth the price.

So there needed to be a type of coffee to appeal to every person: Coffee for the aficionados, the penny-counters, those on-the-go, and the senior community who were already strong supporters. Coffee was meant to permeate every aspect of life.

Smaller roasters marketing specialty coffee, although slightly more expensive, found a niche to replace the tasteless coffee.

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Morning commuters seem to fall into one of two categories:

Coffees offer us a way to look at our relationship to the larger world and see that sometimes our choices are not really our own.

This is not, of course, to say we enter the market as mere automatons. But we exercise those choices in a world of structur...

For the coffee industry to survive, it needed a new marketing strategy. The consumer was changing and coffee-players needed to pay attention.

We have been taught to look for a boost in productivity from this drink. Caffeine makes us feel alert and attentive. It helps us get through those non-optimal periods for productivity when we compelled to be productive anyway.

By 1988 only 50 percent of the adult American population drank coffee. In 1962, average coffee consumption was 3.12 cups per day; by 1991 had dropped to 1.75 cups per day.

At the onset of the 1980s, coffee growers and retailers realized that the curre...

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