It’s a fact that specialty coffee professionals are doing impressive work towards high quality products and are developing different sensorial profiles. Baristas are mastering brewing methods, roast masters have the technique to enhance acidity and flavor with their magic machines and farmers are full of new techniques and different lots. However, how are they are communicating the wonders of specialty coffee to the consumer?

In 2019 , We took the opportunity to go to New York to meet independent coffee consultant and 2017 NYC Coffee Masters Champion, Erika Vonie. Our goal was to discuss the challenge of communicating the specialty coffee complexity to the typical coffee consumer. How do we reach this big chunk of consuming market – which pay our bills – in a fun, inclusive and informative way? This episode brings some insights!

Erika Vonie, independent coffee consultant, Q Arabica Grader, 2017 NYC Coffee Masters Champion

erika@erikavonie.com
https://www.youtube.com/user/thanaspherical

RESUMO:

É fato que profissionais de café especial estão fazendo um trabalho impressionante com qualidade e desenvolvimento de perfis sensoriais diferentes. Baristas estão dominando métodos de preparo; mestres de torra conseguem realçar acidez e sabores in seus torradores mágicos e produtores sempre aparecem com alguma novidade. Porém, como eles estão comunicando as maravilhas do café especial para consumidores?

Tivemos a oportunidade de encontrar pessoalmente a consultora independente e campeã do 2017 NYC Coffee Masters, Erika Vonie. Nosso objetivo nesse episódio e falar sobre os desafios de se comunicar a complexidade do café especial para os consumidores. Como alcançar uma grande parcela do mercado consumidor – que paga nossas contas – de uma forma divertida, inclusiva e informativa? Esse episódio traz algumas reflexões e sugestões.

SHORT CUT

12’07” – Dark roast sells a lot in the United States

17’04” – The challenges of communicating specialty coffee complexity to regular consumers

29’00” – Communication should be a priority to increase sales

39’23” – Yes! We do have COFFEA Trips New York now

Audio edition: Eduardo Garcia

Images: Courtesy of Erika Vonie

TEXTO CURTO:

It is a fact that specialty coffee professionals are doing an impressive work towards quality and different sensorial profiles. The challenge however is communicating the specialty coffee complexity to regular consumers. Press play and get some insights from Erika Vonie!

COFFEA SUPPORTERS: adicionar os novos

Thiago Antonio Aires Ribeiro, Marcio Vasques, Vinicius Porazza, Flavia C Pogliani, Napoleon G Mizusawa, Loris Robert Heleno, Lidiane Maria dos Santos, Heitor Costa Marques Júnior, Leandro Dessi de Paula, Ana Paula Rosas Batista, Cristiane Zancanaro Simoes, Juliano Goes, Matheus Almeida, Rodrigo Mascarenhas, Alex Machado Borges, Erica Cremonini Takano, Fernando Batista, Luiz Humberto Melchert Marques, Reynaldo Anauate, Silvia Magalhaes, Minas Espresso INC, Bruno Nobre, Janice Kiss, Renan D Brito, Isabella Brioitto de Melo, Ana Cristina Machado, Ciro Mecenas, Luiz Guilherme Couto Pereira, Viviani Rocha, Luiza Silva Balthazar, Veronika Maria Borges da Fonseca Japiassu, Filipe Mello Correa, Sandra Paola Bittelbrunn, Rafael Augusto Menezes Lohmann, Rodrigo Bertolotto, Lidia M Oliveira, Concetta Marcelina, Gustavo M Figueiredo, Gisele Rodrigues Coutinho, Nayra H V Caldas, Erica Cremonini Takano, Sandra Sousa, Tiago Ebisui, Lucas Veturim, Pablo Kadji Yuba, Antonio Pinto, Fred Ziegler, Nelson do Nascimento Vieira Calheiros Junior, Tiberio Valença Ribeiro, Marcel P D Maia, Carolina Wolff Schwambach Gomide, Natalia B Gomes, Giovana Nacarato, Rebecca Nogueira, Manoela T Andrade, Rafael Serato, Roberta F S Silva, Aline Codo De Faria, Regina Machado, Breno Augusto Marques da Silva, Marcia H T Santos, Mariano Martins de Almeida Monteiro, Lara Campos Lima, Mariana Lobato, Marcia Yoko, Samua Furlan Jacyntho, Martha Grill, Isabela Caper, Fabiola Filinto, Mariano Martins, Amanda Lube Murphy, Anderson de F Chaves Freitas Chaves, Paula Dulgheroff, Bruna Soares, José Renato Rodrigues Alves, Christiane Guillard, Josiana Bernardes, Angelo de Assis, Fernando Santana, Franciele Gomes, Michelle Johnson, Bruna Dias, Sergio Henrique Miranda Junior, David Santos, Ana Carolina Rizzi, Felype Hastenreiter Leite Rodrigues, Minervina Maria Monteiro Mendes, Aguinaldo José de Lima, Giuliana Bastos, Gustavo Martins Stu, Jéssyka Planski, Loraine Barcha Garutti, Regina Célia Barbieri Machado, Julio Villasmil Kupferschmid, Carlos A B Dias, Pedro Hastenreiter Leite Rodrigues, Valdick Oliveira, Arthur Rieper.

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