The escalating prices prevent more active growth of the industry and lead to the change in preferences of many local consumers with more of them beginning looking for cheaper products. Euromonitor International analysts confirm this, noting that current negative economic factors may lead to stagnation of both tea and coffee sectors of Germany in the middle term.

Lina Sidorenke, a senior analyst with Euromonitor International, said, “[According to our data,] inflation, a prevailing concern in Germany, is exerting a considerable influence over consumer behaviour. The prices of daily essentials, including coffee, have witnessed upward spirals, prompting consumers to be more judicious in their purchasing decisions.”

She said that the impact of inflation is visible in coffee, where consumers are increasingly opting for cheaper brands and exploring discounters to address rising costs. “Rising prices have encouraged many brands and retailers to offer promotions and discounts to drive up volumes. Still, despite the increasing prices of food and beverages, German consumers remain loyal coffee drinkers, as coffee is part of their everyday routines, thereby supporting positive retail demand at present.” Euromonitor reports that sustainability in coffee remains a dominant theme both for consumers and brands. For example, single serve coffee capsules have come under scrutiny for their contribution to environmental waste. According to the global market research firm, several players have introduced compostable packaging solutions to address these concerns. Effectively communicating these sustainability features has become paramount, as consumers increasingly seek eco-friendly coffee products.

Sidorenke explained that “the demand for fresh coffee beans is on the rise in Germany and continues to pose a threat to coffee pods and/or capsule machines. There is increasing availability of fully automated coffee machines that can actually compete with single-serve solutions, both in terms of price and taste.” She said in the long term, an increasing number of consumers are expected to switch to fresh coffee beans, especially as they are perceived as offering a richer coffee experience.

Mintel, shares the same view, noting that due to cost issues more and more German customers prefer to consume coffee at home instead of visiting cafés. A recent report from the global market research firm states that given the current economic backdrop, the reintroduction of 19 percent VAT and the overall strained financial situation in Germany, many consumers are trying to bring the café feeling home.

According to Mintel, most local customers are turning to inexpensive products and blends that are based on barista-made coffee. Instant coffee and coffee blends are the perfect solution for coffee lovers who are careful with their money. Mintel analysts believe that in the short term, this ongoing financial pressure on households holds further potential for more cost-effective formats. Companies can take advantage of changing consumer behaviour. Younger target groups in particular respond to barista-made coffee drinks at home. Both analysts and local coffee companies said this may all be good news for coffee brands, but the situation is highly problematic for cafés.

Cafés had a tough time during the pandemic due to constant closures. And now they are once again feeling the pressure of rising living costs, which are being exacerbated by the reintroduction of 19 percent VAT in the hospitality industry of Germany.

At the same time, they are threatened by outlets that do not specialise in coffee. For example, percent of consumers actually buy their coffee from a bakery or retailer, not in a café. Due to ongoing income pressures, more local consumers have become disloyal to their coffee brands, which created serious problems even for some major local players. Furthermore, the market is highly competitive and highly fragmented.

Premium brands in particular have been hit hard. And even the market leader Nescafé, which continues to lead the instant coffee segment, has been faced with downward trend. Some leading representatives of the German coffee sector shared that the ever tightening regulations along with climate change may lead to the decline of production of some coffee varieties.

Thomas Eckel, coffee sommelier and owner of the Murnau Coffee Roastery, one of the largest roasteries in Bavaria, in an interview with German Meininger business paper, said the EU Deforestation Regulation (EUDR), which aims to keep products linked to deforestation off the European market will  oblige companies to prove that their supply chains do not contribute to deforestation and that environmental, labour and human rights are respected. That may create some problems for the industry, as all of the companies will require support from farmers.

Eckel has also expressed some serious concerns about the effects of climate change on the entire industry and German coffee producers. “Coffee is one of the agricultural products most affected by climate change. We should take this very seriously. In general, we will definitely not drink coffee the way we do today in 2050. Many cell-based coffee products are also coming onto the market. These will help to close the gap in coffee supply.”

The current market challenges are putting additional pressure on leading German coffee manufacturers and could be associated with serious losses for them already in the short-term. In contrast to previous years, they will be unable to increase prices for their products to compensate their losses due to recent
accusations in price fixing.

For example, at the beginning of the current year, the local trading company Bartels-Langness accused Melitta of having formed a Germany-wide coffee roasting cartel with competitors Dallmayr, Kraft Foods (now Mondelez) and Tchibo between 2002 and 2008, which agreed on coffee prices. During this period, Melitta is said to have charged prices that were around 11 percent too high. Most of the companies declined to comment, however all of them believe the pressure from regulators on the market will continue to grow in Q4 of this year and in 2025.

Tea Struggles but Shows Resilience

Euromonitor’s Sidorenke added that similar to coffee, inflation is impacting Germany’s tea sector. “As inflation drives up the cost of everyday essentials, including tea, local consumers are making thoughtful choices in an attempt to manage their expenses. One prominent shift is towards private label and
discounters, where cost savings become paramount. Established tea brands are
responding by offering competitive promotions and discounts to retain their share.”

She said that at the same time, it would appear that the medium-priced segment is struggling the most, as consumers either turn towards cheaper options or they can still afford their favourite premium brands. “Although the cost-of-living crisis is forcing many consumers to reduce their expenses, tea remains popular, especially as it is considered a natural remedy to strengthen one’s immune system or simply for staying hydrated throughout the flu season.”

Germany-based tea manufacturers also said the existing problems seriously complicate their further development. Dirk Wollenhaupt, managing director o, which imports and blends teas, said the current situation remains complex, however the company sees potential for its further growth that will be achieved by the rise of efficiency of

Due to escalating costs, more German consumers are drinking coffee at home rather than in cafés.  “The German tea market is currently restrained and challenging. However, we expect a positive development in the medium term. The market has changed and the challenges have increased. In order to meet these challenges, we have adapted our processes and implemented many measures to increase efficiency,” he said, adding that being a producer of tea blends, Wollenhaupt has pursued a strategy of operational excellence over the past few months and orientated all processes towards being able to optimally serve its customers.

“The aspect of rapid availability and reliable, punctual delivery is extremely important in the tea market. We have invested intensively in the training and development of our staff and optimised production processes. In addition to
these measures, we have strengthened our sales activities with a sales office in the USA for the North American tea market,” Wollenhaupt explained.

Despite the existing problems, in its latest report Tee Report 2024, the German Tea & Herbal Infusions Association (GTHIA) revealed that most of local players have been able to adapt to the current realities of complex economics. Per the report, most medium-sized and family-run German tea companies were able to
consolidate and some even expanded their economic success in 2023-2024. The GTHIA said this was mainly due to their high-quality and innovative range, which enjoys big demand both in the domestic market and abroad.

The report finds that even though per capita consumption fell slightly in 2023 versus 2022, tea manufacturers have been able to record increasing sales. The GTHIA believes that is a sign of the strength of the German tea industry, noting that new, innovative products such as cold brew teas or functional teas, manufacturers are arousing the desire, especially among younger target groups.

Optimism for Future Growth

Even with the tough economics, most local producers and analysts expect that both coffee and especially tea sectors of Germany will resume its growth in the mid-term. On the product side, Dirk Wollenhaupt said there is the ever increasing demand for functional teas, ie, teas with additives such as melatonin, minerals and vitamins, and have greatly expanded our range in this area. “Other trends that we are observing in the German tea market and can serve with our products are wellness teas, iced teas, milk teas and mocktails with tea. The demand for high-quality green teas is also increasing. Sales of matcha in particular continue to grow in Germany due to its wide range of applications. With our partner in Japan and an extensive, high-quality range, we are very well positioned and are now one of the largest suppliers in Germany.”

He added that even though tea consumption in Germany fell slightly in 2023 compared to 2022, it remains at a high level. “Due to numerous new applications as an ingredient, as a beverage base or as a cocktail, we firmly believe that tea consumption will continue to rise in the medium term.”

As for coffee, most of local analysts expect the segment of caffeine-free coffee will provide a serious impetus for growth for the entire German coffee sector already during the period of 2024-2025. Mintel analysts report that more than half of 16 to 24-year-olds would welcome a larger range of caffeine-free products and would also be willing to pay more for such alternatives. This offers companies and brands opportunities for innovation in the area of low-caffeine and caffeine-free alternatives, for example in thecdrinking chocolate and tea segment.

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Melitta is dedicated to future generations by bringing environmentally friendly solutions to its products. This is evident with the #4 Bamboo Cone Coffee Filters, which provide an earth-friendly, sustainable way to brew coffee. They are made with 40% bamboo pulp, a naturally renewing resource. They are also certified compostable by the Biodegradable Products Institute (BPI) and packaged in 100% Recycled Paperboard boxes that can be recycled. 

“We’re pleased that our #4 Cone Bamboo Filter Paper is recognised as a Good Housekeeping 2024 Sustainable Innovation Awards winner,” said Donna Gray, director of public relations/sustainability at Melitta North America. “Melitta remains committed to upholding its promise of ensuring high-quality paper as part of an eco-friendly brewing experience.” Bleach-free, these filters also feature Melitta’s microfine flavour-enhancing perforations that allow the full coffee flavor to filter through, while the double-crimped filter design protects against bursting. Melitta Bamboo Cone Filters are also gluten-free and Kosher Certified.

For more information about Melitta and its sustainability initiatives, visit melitta-group.com.

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The BPI certification confirms that the Melitta Cone Coffee Filters are crafted using materials that are compostable in commercial facilities that accept compostable products. By choosing these filters, coffee lovers can now relish their favorite brew while actively participating in efforts to reduce waste and protect our planet.

In addition, Melitta is proud to highlight its partnership with the Forest Stewardship Council. The FSC certification ensures that the paper used in the Melitta Cone Coffee Filters is sourced from responsibly managed forests. By prioritising sustainable forestry practices, Melitta contributes to the preservation of ecosystems and the livelihoods of local communities.

The introduction of these new sustainable certifications aligns with Melitta’s long-standing commitment to sustainability and its dedication to providing eco-friendly solutions. By opting for the Melitta Cone Coffee Filter, consumers can take an essential step towards a greener and more sustainable coffee experience.

As part of its creation of environmentally conscious products and packaging, Melitta has worked to incorporate eco-friendly practices throughout its operations. The brand’s coffee roasting facility in Cherry Hill, New Jersey has been run by solar panels since 2017, which produce 563,385 kilowatts of clean energy annually – an estimated annual environmental benefit equivalent to the planting of 50,942 trees, the conservation of 367,425 gallons of water and the removal of 1,017,767 pounds of CO2 from the earth’s atmosphere.

“As a brand dedicated to sustainability as one of our guiding values, we continue to innovate within our supply chain to align with stringent global standards set by organisations like the FSC and BPI,” said Donna Gray, sustainability director at Melitta. “Paired with corporate volunteerism and giving back through our partners, our commitment is to work towards the pursuit for better coffee and a better planet.”

Throughout its more than 20-year partnership with American Forests, Melitta has planted over 600,000 trees in landscapes across the country, making a substantial difference for wildlife, people and the environment. Melitta’s newly unveiled “One Million Tree Challenge” is another remarkable initiative. In this challenge, the brand pledges to match every tree donation made on the Melitta website until its goal of planting one million trees is achieved. 600,000 trees have helped restore an estimated 1,500 acres of forest. By the time they are fifty years old, these forests will have stored an estimated 174,000 metric tons of carbon dioxide equivalent in their roots, stems and trunks. This is equivalent to the emissions from burning 19,579,161 gallons of gasoline or emissions from 21,930 homes’ energy use for one year.

The new Melitta Cone Coffee Filter packaging with BPI and FSC certifications is appearing in stores nationwide. To learn more about Melitta’s pursuit for better coffee and a better planet, visit shoponline.melitta.com. For more information on the brand’s global sustainability initiatives, visit melitta-group.com.

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Throughout its more than 20 year partnership with American Forests, Melitta has planted over 600,000 trees in landscapes across the country, making a substantial difference for wildlife, people and the environment. The One Million Tree Challenge helps to reduce the effects of climate change by restoring 4,000 acres of forest and absorbing 6,161 metric tonnes of carbon dioxide annually. A single tree can capture 3.5 pounds of air pollutants – like ozone, dust and particulate matter – per year.

“Sustainability and giving back to our community are guiding values at Melitta. As a fourth generation, family-owned business, our commitment to future generations has always been at the core of what we do,” said Donna Gray, director at Melitta. “We continue to set aggressive goals to reduce our impact on the environment. In addition to our American Forests partnership, we are evolving our supply chain practices to be more eco-friendly, investing in solar panels for our roasting facility, and aligning our products with stringent eco-focused certifications. Our collective efforts support our mission to pursue better coffee for a better planet.”

For over a century, American Forests programs have helped ensure that large forest landscapes are healthy and resilient to the impacts of climate change. The organization has also contributed to environmental sustainability through programs in cities by helping develop and bring to life plans for planting and caring for trees in the neighborhoods that need trees the most.

“Melitta stands apart for its unwavering long-term commitment to our nation’s forests. Some of the trees that they helped to plant twenty years ago are now 15 feet tall and doing everything we’d hoped – providing habitat for wildlife, capturing carbon from the atmosphere, and filtering the water we drink,” said Austin Rempel, director of forest reforestation at American Forests. “With the One Million Tree Challenge, Melitta builds on this proud history and takes it even further.”

To learn more about and participate in Melitta’s One Million Tree Challenge, click here. To find out more about the American Forests partnership, visit americanforests.org. For more information on Melitta sustainability initiatives, visit melitta-group.com.

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Over the last few years, social, environmental and economic challenges have escalated. Coffee and tea communities have recognised that positive change in these areas requires both collaboration and concrete actions. Today, ‘corporate social responsibility’ (CSR) has become part of the fabric of the business world, requiring brands to tackle challenging subjects, including child labour, climate resilience, gender, pay equity, and diversity.

“CSR should become an integral and self-evident part of all businesses and strategies,” said Donna Gray, director of public relations, trade marketing, Melitta North America, Cherry Hill, New Jersey [part of the Minden, Germany-based Melitta Group]. “All employees need to be included in the transformation process because it is only when everyone is aware of the purpose of the sustainability goals that they can adopt the fundamental attitude required to make substantial progress.”

Sustainability is an integral part of Melitta North America’s business and strategies. In 2019, the company developed a ten-year road map to achieve ambitious sustainability targets across its value chains and processes. “We seek to set up all our processes in a way that supports sustainable development while continuing to strengthen our future,” said Gray. “Concepts and goals that have been developed for the future should only be seen as interim steps or milestones, which–as soon as they have been achieved–will have to be developed further.”

Image: Melitta

These initiatives include implementing measures and building alliances across the value chain that positively influence the growing regions’ political, economic, and social development. Recent CSR actions include planting over 500,000 trees with the American Forest Organization and installing solar panels on the roof of their production facility in Cherry Hill, New Jersey, reducing their annual C02 emissions by approximately 357 metric tonnes.

Corporate social responsibility is all-encompassing, requiring companies to identify their values and then follow through with the internal and external changes that embody them. “Since the early formation of the company there was a foundational set of values that put illy on a path of being a stakeholder company aiming to improve quality of life through ethics and excellence,” said David Brussa, total quality and sustainability director, illycaffè Spa, Trieste, Italy. “Ethics as the creation of long-term value through transparency, sustainability, and personal growth; and excellence as a passion for quality, beauty, and constant improvement.” The company has adopted several initiatives, including reducing carbon emissions to achieve carbon neutrality by 2033, in-depth industry training on the scientific, technological and humanistic areas of coffee, through its Masters in Coffee Economics and Science, and continuing to build the regenerative supply chain.

Image: illycaffe

In 2021, illycaffè challenged its employees to adopt a new habit that would positively impact the environment, to demonstrate that small actions have an impact. Based on the number of employees who participated, illycaffè funded a sustainable project, the Coffee Kindergarten and Coffee Camp in Guatemala, which provides an educational and meal service for children of coffee pickers at a plantation in the southwest part of the country. The company also earned B-Corp certification in April 2021, demonstrating its commitment to becoming leaders incorporate social responsibility.

“Those looking to implement sustainable activities need to support grower communities to create a sustainable value chain that supports the most integral part of the supply chain – with that aspect in mind, our industry needs to take action with one of the most pressing issues which is the impacts of climate change, where collaboration is needed to ensure the future livelihood of so many communities, who depend on coffee growing,” said Brussa.

Starbucks Coffee, Seattle, Washington, is well recognised as a leader in corporate social responsibility, including publishing its initial CSR report in 2020. The report centered on the company’s commitment to being accountable and transparent about both business practices and performance. This past April, Starbucks Global released its Environmental and Social Impact Report demonstrating that an integral component of CSR is evolving with the current social, environmental, and economic climate. A few of the environmental initiatives include aspirations to become resource positive, including building and operating 10,000 Greener stores by 2025 and joining the US Dairy Net Zero initiative, including a 10 million investment, to help provide farmers with access to effective environmentally and economically viable practices and technologies.

Over the past few years, there has been an increased recognition that CSR involves investing the time to understand the unique needs of each community. When developing its CSR partner programmes, Starbucks adapted them to the needs of each region; programmes include the Home Sweet Loan programme in the UK, mental health services for partners in Canada, and monthly housing subsidies for full time Starbucks baristas and shift supervisors in China. Diversity and inclusion remain a primary focus within their operation, including establishing representation goals to increase BIPOC and women’s representation in corporate, retail, and manufacturing. Starbucks remains committed to ethical sourcing, including sourcing 99.9 per cent of tea from Rainforest Alliance Certified farms, and launching the Starbucks Digital traceability tool in North American retail stores to help strengthen connections between the consumer and the individuals throughout the supply chain. In fiscal year 2021 (FY21), more than 33,000 bags of coffee were traced using the traceability tool online, helping raise awareness for farmers, CAFE Practices, and Starbucks’ ongoing commitment to transparency.

JDE Peet’s–the world’s leading pure-play coffee and tea company by revenue – corporate responsibility strategy is centered around three pillars: addressing the issues in the supply chain, reducing their environmental impact, and engaging their employees and community. The Amsterdam, Netherlands-based company recently announced it will increase its responsibly sourced coffee target from 30 per cent to 80 per cent by the end of 2022, including investing 150 million EUR into its responsible sourcing program to support one million small holder coffee farms by 2025.

In 2021, Peet’s Coffee, the US subsidiary of JDE Peet’s, reached 100 per cent responsibly sourced coffee through its partnership with Enveritas. JDE Peet’s will now leverage the partnership with Enveritas across its broader coffee supply chain, allowing it to reach its ambition of 100 per cent responsibly sourced coffee by 2025. The company has also committed to 100 per cent recyclable, compostable or reusable packaging by 2025, efficient water usage, and achieving gender balance across management positions by 2025.

Image: Starbucks Coffee

CSR and sustainability have been guiding principles for Bigelow Tea almost since its founding. In 2021, the company, which became a certified B Corp in 2019, launched a training initiative across the organisation that focuses on sustainability education for both the workplace and home. Integrated into the traditional training modules, the sustainability training is a year-round educational programme that equips employees with the most up-to-date best practices for reducing their impact on the environment. It also gives employees a voice to suggest additional measures to further that goal within the organisation.

CSR is inherent in tea’s philosophy

“Our goal at Bigelow Tea is to continually strive to be a more eco-conscious company as a whole. Empowering our employees to be champions of this change in their work and home lives was a natural extension of this goal,” said Cindi Bigelow, third generation president and CEO of Bigelow Tea, when announcing the new initiative.

Image: Bigelow Tea

Some of Bigelow Tea’s most recent efforts to reduce its impact on the environment include a partnership with Fermata Energy, installing a bidirectional charger at their Louisville location and adding the company’s first electric vehicle. In addition, Bigelow Tea was certified by Green-e Energy for using 100 per cent renewable energy across all three of its locations, and completed a four-year energy audit, which enabled the reduction of energy usage ranging from 2 per cent – 14 per cent across its three locations.

Bigelow Tea installed 870 solar panels on the roof of its Fairfield, Connecticut headquarters in 2007 and has been certified as a Zero Waste to Landfill company since 2012, diverting 95.3 per cent of its solid waste companywide through composting and recycling programmes.

Clipper Tea is one of the founding Fairtrade brands, and as such, it actively supports 114,000 tea producers and their families annually and has contributed more than GBP £2 million to Fairtrade projects over the past seven years. In addition to supporting fair wages, Dorset, England-based Clipper also contributes towards the Fairtrade Premium that producers can spend where it is most needed within their communities, which includes areas like education, healthcare and retirement to help improve the lives of workers and their families.

As well as ethical sourcing, Clipper is also committed to minimising its impact on the environment through organic and sustainable materials. The brand launched a biodegradable tea bag in 2018—it is plant-based, unbleached and non-GM. Additionally, Clipper’s tea bag envelopes are fully recyclable and the string and tag on the tea bags are organic.

Navigating the CSR landscape

Tea and coffee are complex global commodities grown in various regions, each with unique needs and barriers. Centralised CSR approaches fail to consider the variances in each community; however, it can be challenging for companies to identify which initiatives to tackle first. Partnering with certifications is one approach that brands have taken to help navigate the CSR roadmap while also providing transparency to the consumer.

“We think of ourselves as a tool for brands to tackle their corporate social responsibility goals. However, it can feel incredibly daunting,” said Isabella Pacheco, senior development manager, coffee and retail partnerships, Fairtrade America, Washington, DC. Fairtrade America’s primary goal is to assist farmers with getting a fair deal, but within that approach, they help create a structure for brands, including reviewing what needs to be put in place to help attain a cleaner and more sustainable supply chain.

“We know that by 2050, 50 per cent of the land used for coffee may no longer be viable, and so we also see the industry from the lens of what this means for those producers currently living in those regions,” said Pacheco. As a direct result, Fairtrade America has shifted its focus to developing the climate academy, including teaching best practices for climate resiliency and water conservation.

The continual evolution of CSR

Although the term corporate social responsibility is more corporate than consumer-centric, it is consumers who are holding companies accountable, including ensuring that their actions are aligned with their values. “I think the pandemic did a big shift on intentionality for consumers ,and research is backing that up,” said Pacheco. “Consumers are listening, and they want to see brands walk the talk more than ever.”

Over the past few years, the environment has become increasingly important. As a result, companies are taking concrete actions to reduce their impact, including developing CSR initiatives focused on achieving net-zero or becoming resource positive. However, making broad statements is no longer enough; at the bare minimum, there is an expectation that companies have a road map in place on how they will achieve these goals. “Consumers expect companies to have stances on issues which previously would have been not seen as part of a corporation’s fabric,” said Matthew Barry, senior consultant, beverages, Euromonitor International, London, United Kingdom. “Values aren’t universally applicable, so the natural out growth is for consumers to align with the brands that reflect their values; this is particularly true with products like coffee and tea that have an emotional connection.”

Recently, consumers are becoming increasingly vocal about the war between Russia and Ukraine, urging companies to cut their ties with Russia. As a result, large brands, including Starbucks, Coca Cola and McDonald’s have temporarily suspended business operations in Russia, while pledging to continue to pay their staff. “There’s a public sense that consumers don’t want to deal with brands that have a relationship in Russia, which is really unprecedented,” said Barry. “That is an interesting precedent. Will there now be an expectation for brands to pull out when a country does something that is viewed as being over the line?”

The political, environmental, economic, and social landscapes directly influence CSR initiatives. From a business perspective, it requires that companies are continually evaluating and evolving to ensure that they are responding to the current challenges while also taking action to create a better tomorrow. “We need to start seeing CSR like a marathon, not a sprint,” said Pacheco. “Brands need to pace themselves and I think consumers will appreciate any effort, provided that the brand is committed to making a difference and is it in for the long haul.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at:annemariehardie1@gmail.com.

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“Consumers are increasingly interested in where their ingredients come from, but traceability is notoriously challenging in coffee supply chains because of their fragmented nature. The beans are sourced from smallholder farmers scattered across remote areas and often change hands multiple times before reaching the roaster,” said Florian Schmidt, general manager, coffee, at ofi.

“This is why we’re innovating with our customers to deepen our digital presence on the ground to improve traceability. This benefits both farmers and coffee lovers, who are becoming increasingly quality-oriented and experience-driven,” Schmidt continues.

At farm level, ofi sources high-quality lots via its proprietary smartphone app from smallholder farmers located in the south-central region of Guatemala. It allows farmers to negotiate and transact with ofi directly. Each transaction is tagged with the farm location and date and provides the source data for Melitta’s SAP material traceability tool, using blockchain technology.

The sustainability insights platform AtSource adds a layer of transparency for customers. The social and environmental footprint of a coffee purchase can be measured across 100+ metrics, at various stages of the supply chain journey – at farmer group level, through processing and logistics, up to the roaster.

For the final consumer, scanning a second QR code on the back of a Melitta specialty coffee bag – like this one for a Guatemala Honey from producer Yoni Garcia – directs them to the unique story of the farmer and processing method behind their coffee.

Jörg Lehmann, head of green coffee management/logistics at Melitta, said: “Using SAP´s material traceability technology together with ofi’s digital tools and Scantrust’s Connected Packaging Platform and QR Codes, we can take consumers on a virtual journey from our manufacturer in Bremen, Germany, all the way back to the farms in the Guatemala highlands where their arabica beans were grown. For these three selected coffees from Guatemala, they can access videos of the farmer explaining everything that goes into producing these quality beans. They can learn about the specific processing method used and how it shapes the desired aroma and flavour. We’re connecting the people who drink our coffee, with the people that grow it.”

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Research from UK-based Costa Coffee revealed that small, everyday gestures have become more important to a quarter of the country’s consumers during the pandemic, while a further 40% are looking forward to staying home this Valentine’s to cook for a loved one. When it comes to the five most authentic ways Brits show love, Costa’s research found that bringing a loved one coffee in bed topped the list and buying chocolate ranked third:

1. Bringing a loved one coffee in bed
2. Cooking their partner’s favourite meal
3. Buying their partner’s favourite chocolate bar or sweet treat
4. Doing the washing up
5. Letting their partner have a lie in

After reading #5, I thought the survey was a bit cheeky – but fun, of course – only to learn that “have a lie in” is simply “sleeping in!” (Pardon my bawdy mind…)

Melitta has also recognised that more couples will be celebrating Valentine’s Day at home this year and has suggested the theme “Coffee & Chocolate” for those coffee fanatics. Dan Pabst, one of Melitta’s coffee experts, offered five different chocolate and coffee pairings for couples – or those hosting virtual Galentine’s or friend Zoom calls – to try this weekend:

Milk Chocolate

• Coffee Recommendation: European Roast
• Pairing Notes: “The rich and bold notes of dark roast complement the creamier flavour notes of milk chocolate. Instead of adding milk to your dark roast, just enjoy some milk chocolate on the side.”

Dark Chocolate

• Coffee Recommendation: Classic Roast
• Pairing Notes: “I love a great, bitter dark chocolate so we are going to let it shine and choose more mild, medium coffee that allows the chocolate to take center stage!”

White Chocolate

• Coffee Recommendation: Hazelnut Crème
• Pairing Notes: “If you like white chocolate, you probably will love flavoured coffee!”

Chocolate-Covered Strawberries

• Coffee Recommendation: European Roast
• Pairing Notes: Rich flavours of the European roast balance and complement the sweet, juicy strawberry.

Chocolate-Covered Pretzels

• Coffee Recommendation: Colombia
• Pairing Notes: It’s all about sweet and salty! The saltiness of the pretzel will enhance the pronounced sweetness of a quintessential Colombian coffee.

So whether you like dark, milk or white chocolate, a dark roast, classic roast or flavoured coffee, happy pairing!

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal.

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Although a small group (515 respondents), the survey, which was released in September, showed that home coffee consumption has risen compared to 2019, naturally, with 22% of respondents indicating an increase in brewed coffee using pre-ground beans versus other methods. While online sales were on the rise – 21% of respondents said they are buying more coffee online compared to 2019 – consumers reported buying less coffee for in-home brewing from coffee shops (18%) and specialty stores (15%).

With most consumers spending more time at home due to lockdowns, 45% of survey respondents tested a new brewing method to make coffee at home versus 2019. Those consumers primarily gravitated towards simple or basic systems such as single serve pod coffee makers (22%) and automatic drip coffee makers (20%). However, many consumers have been more adventurous with 33% of respondents experimenting with new coffee techniques and recipes at home during 2020. The majority of respondents also said that they would like to improve their home barista skills with 46% indicating a desire to know more about how to brew better coffee at home, and another 23% expressing interest in learning more.

Most respondents currently employed said that coffee was very important or important to their workday routine. However, more than half (54%) admitted that they are somewhat apprehensive about communal coffee options at work. Hence, about 45% of respondents planned to bring their own coffee or coffee brewing materials to work moving forward. (See Facts, Figures & Findings in T&CTJ’s November 2020 issue for more details on Covid-19’s impact on office coffee systems.)

Approximately 56% of survey respondents said they were planning to travel this year, with 35% sharing they already had vacation plans for this year. In contrast to coffee trends at work, only 16% of travellers planned to bring their own brewing equipment with them. While travelling, respondents said they would buy coffee on-the-go from their traditional stops, including coffee shops (69%), restaurants (58%) and hotels (54%).

Perhaps most noteworthy, is that many of the respondents planned to bring their own brewing equipment with them on their vacations. Of those respondents, about 41% said that they were planning to take a drip machine rather than more portable options such as a French press (18%) or pour-over (18%). (Although, this could be a reflection of the types of trips consumers planned to take such as renting cabins or recreation vehicles rather than staying in hotels.)

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com
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Melitta is the company founded by the inventor of pour-over coffee, Melitta Bentz. The company’s donation is a fitting gesture as baristas around the world serve coffee based on her invention every day, but due to shelter-in-place orders and other measures meant to counter the spread of Covid-19, many have been unable to do so.

“We’re incredibly grateful for Go Fund Bean and other organisations that are stepping in to provide assistance to an integral part of the coffee community that is experiencing significant impact from Covid-19,” said Chris Hillman, vice president of marketing, Melitta USA.

“It’s great to see the industry banding together to help those in need, and Melitta is proud to be a part of that effort.”

With the slogan, “coffee people helping coffee people,” Go Fund Bean was started as a crowdfunding platform and evolved into a virtual tip jar which allows people to add their favourite coffee shop to the online list and donate money to that specific location or any others already on the site. Since its formation, Go Fund Bean has quickly grown to include over 250 coffee shops, primarily located in the US.

“With many coffee shop workers facing immediate and significant financial troubles as a result of the pandemic, something had to be done and done fast,” said Adam JacksonBey, founder of Go Fund Bean.

“Go Fund Bean is a great way for people, and businesses such as Melitta, to help those less fortunate during this unprecedented time when they need it most.”

To make a Melitta purchase and donate, visit: shoponline.melitta.com.

For more information about Go Fund Bean, visit: GoFundBean.com.

The post Melitta donates profits from pour-over sales to help support baristas appeared first on Tea & Coffee Trade Journal.