Jacques, based at our Belco Ethiopia office, explains why he believes coffee traceability is important for a quality coffee positioning.
"Flavour is above all a question of differentiation. You therefore need to stand out by positioning yourself in a quality segment. You can achieve this positioning not only by using knowledgeable roasters and sales teams, but also through traceability.
1/ A MORE EFFICIENT PRODUCTION
Traceability makes roasting profiles more stable, because the lots purchased are more homogeneous. This makes things easier for roasters, which increases productivity
. It is therefore an investment that saves time when it comes to developing profiles and there is less loss caused by inadequate batches.
2/ GREATER CUSTOMER SATISFACTION
Traceability increases customer satisfaction
because taste profiles are more stable, resulting in greater loyalty and more new customers.
3/ STRONG CONSUMER EXPECTATIONS
Traceability satisfies a clear expectation on the part of today’s customers
, who want to know where what they are eating and drinking comes from. It is a trend visible throughout the food industry, and companies unable to satisfy this demand are losing market share.
4/ GREATER RECOGNITION FOR THE PROFESSION
Traceability is a means of spotlighting a roaster’s skills in terms of selecting coffees according to where they are produced and production techniques. It promotes the know-how of roasters
in the eyes of customers. By focusing on roasters’ considerable expertise, it justifies the additional added value.
Traceability is therefore becoming the number 1 selling point
in the face of supermarkets and manufacturers unable to offer the same.
5/ KEY BENEFIT FOR ADDED VALUE
Telling the story of a coffee and of its origin brings the cup to life and gives the coffee more emotional value
. This emotional value is ultimately synonymous with added value: coffee is a noble product that comes at a certain price, because of all the know-how accumulated throughout the chain. It is this accumulation of expertise that allows a quality product to be sold.
6/ A NEW PERSPECTIVE
Thanks to traceability, coffee is leaving the realm of raw materials and entering that of the food trade. Coffee is not like oil, but more like a wine, a fine and traceable product to be enjoyed!
Jacques, Addis Adeba Belco agency"