Coffee is to people as gasoline is to automobiles. The fuel we use for a productive day is important to us. But for the majority of us, coffee isn’t just a means to an end. We love coffee, and we know the difference between your run-of-the-mill brew and the “good stuff.”
As consumers, we’ve become more and more picky about the coffee we drink. The majority of us are only willing to drink a high-quality brew, and want a number of options beyond black coffee.
So what does this mean for the companies selling the coffee?