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