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.