Ordering the Rissna feels more personal than buying coffee table 873.
Ikea has continually demonstrated how much more connected consumers feel to products when they can call them by name rather than descriptor. Let’s take a moment to ask ourselves if the names by which we call coffees are just interesting ways to identify each SKU or if they actually indicate from where and whom each coffee comes. When we identify a coffee by name-on a retail bag, café signboard, or a company website-we have to make sure we know why we are calling it by that name. But what name? The name of the town, of the farm, or of the farmer? What if we know the name of one but not the other? How do we clearly share the information we do (and don’t) have with our peers and consumers? Today there is enough connectivity and transparency throughout the supply chain that we can call single-origin coffees by their names. But now we know so much more about most coffee we sell, beyond merely provenance or type. Offee has never really been just coffee: it’s been Sumatra Mandheling, Colombia Excelso, Guatemala SHB, and Tanzania peaberry.
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