June 18th, 2010 
Byrt Mallanyk There is an unwritten code in the coffee business, and that is to preserve the art and science of coffee at any length. While I don’t argue with that, I do see a danger in that kind of culture. I am concerned by the evidence around me that in this fervency to ‘preserve’ we have neglected one of the fundamentals of going into business – marketing!
“Spilling the beans on coffee roasters and coffee distributors” is about the issue of forgotten art of marketing in the coffee industry.
Its been said that Coffee is one of the biggest selling commodities in the world today, accounting for billions of dollars in sales and probably the biggest employer in the world.
If the commodity of coffee is so widespread globally, I have a question I want to post to coffee roasters and coffee distributors; “Is what you are doing in your coffee business getting you a piece of that action”?
Coffee roasters, coffee sellers and distributors need to take stock of this. After the whole love-in of ‘the art of the bean’, you got to wake up to give serious thought on how you are going to give equal quality time into capturing new markets…on purpose, over-deliver your customers’ wants…on purpose, and turning up on purpose just when they are ready to buy.
To do this one has to wear another hat…on purpose. That hat is the marketing hat.
Why is ‘marketing’ such a dirty word in the coffee trade?
By all means go ape over your coffee beans but spend a good chunk of your thinking and doing into learning who your target markets really are, why you are in business, and how these markets want you to communicate with them.
But, please don’t compete, don’t be another me-too! You’re just going to end up littering the market with boring look-alike offers. Be different. Sell differently.
To do that, one needs to remove oneself away from the noise of art and begin to listen to the wants of heart, the heart of your market.
After the love, marketing begins.
Author: Byrt Mallanyk
Article Source: EzineArticles.com
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