At the recent SCAA Symposium, I had an opportunity to present some thoughts on the challenges facing our industry as we come to grips with a new market reality. It occurred to me that there are really three fundamental value propositions for which we are responsible and that our task is to ensure that these three propositions are clear and substantive. In truth there is nothing new in this thinking, but as an industry we have been, at best, reluctant to address these issues.
The three value propositions I am referring to are:
• Coffee must be a valuable activity for all of the actors in the production cycle.
• Coffee must be a reasonable investment activity for the financial sector.
• Coffee must be a valuable and rewarding consumer experience.