Origins of your coffee and more

The art of coffee at Four Season Hotel, Milano

Bean to bar, crop to cup, farm to table, field to fork, fork to fork, bean to cup. Do any of those phrases ring a bell? It’s very likely that you’ve heard one version or another at your local coffee roaster, or fancy chocolate bar, or in the newest city restaurant. But what do they actually mean?

The pandemic seems to have accelerated consumer concerns around three main aspects of the supply chain. Today, let’s talk about the first one: transparency

The provenance of the products themselves is the key feature here. Consumers want to know:

• Where does the product come from? Knowing the name of the farm and its location probably considered the best guarantee for freshness or quality.
• The story of the farmer itself. This is not only a good marketing tool but also a way to gain (back!) the consumer’s trust.
• What is in the product or on the plate? No more foamy chemicals in an espresso capsule or unknown ingredients in a chocolate bar please.
• How has the product been transformed from the source to your palate? The more direct the supply chain - the better!

Of course, it is easier to picture the carrot on your plate growing in a neighboring field than it is to visualize the coffee or cocoa bean farm. Yet reading about the farmer behind the bean definitely engages more.

From an operational point of view, it’s about giving the guest the opportunity to access key information without overwhelming them. Think QR code, unpretentious side notes on the menu or letting your barista talk about the coffee of the week. Freshly roasted, of course!

Stéphane Bellon, founder, Studionomie, Geneva

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