Wide-Spread Enjoyment, One City at a Time

The Regional Strategy of Alterra Coffee

Written by Tracy Ging / Interview with Lincoln Fowler

The age of Facebook seems to teach the value of scale and global connectedness. Concepts of local seem a bit quaint…and business strategies predicated on local connectedness simply seem out of touch. Or are they? When Facebook connects people in Dubai to those in Indonesia and everyone has an iPhone in their pocket, isn’t it clear that the winners have to go big and have scale? Where does quality fit into the equation? There are other models out there: the localvore movement connects you with your community farmer and yields wonderful flavor and perhaps a more sustainable economy. But can that pursuit of the real…the Local…also yield a successful, robust business? Is Local good for our industry? To read the rest of this article, subscribe to The Chronicle or become a member today! If you’re already a Chronicle subscriber or member, please login.

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