Store Brands - May 2018 - 59

CATEGORY INTELLIGENCE COFFEE AND TEA
craftsmanship is critical, Dockery stresses.
"Coffee is a very personal product, and consistency
of flavor profile in every cup brewed is an absolute
necessity," he adds. "In a nutshell, coffee is both science
and art in the roasting process. For packaging, it is
critically important to ensure that the packaging helps
facilitate the shopping experience. Clearly referencing
whether the product is whole bean or ground in a
premium bag and ensuring that roast level is called out
in all segments is a must have to delight shoppers."
Coffee packaging with an artisan, hand-crafted
feel has been a growing trend since the beginning
of the Third Wave coffee movement, says Tori Gay,
marketing manager for the Westrock Coffee Co., based
in North Little Rock, Ark. According to the National
Coffee Association (NCA), Gay says the Third Wave
began in the 1990s when consumers first became
interested in the character of coffee itself: where it's
from, how it's created, who trades it, who roasts it, and
how it's brewed.
More than 20 years later, the NCA says the Third
Wave is continuing and that commercial scale coffee
roasters have responded to the movement through
altering their packaging on retail shelves to meet

the growing demand for a more artisan approach to
everyday coffee consumption.
According to Gay, design trends that reinforce a
craftsmanship approach to coffee packaging include:
* Custom lettering to mimic the feel of handprepared coffee packages.
* Bold simplicity to remove the clutter from the
packaging design to point out more unique features
of the coffee itself such as direct trade, organic and
shade grown.
* Eco-friendly packaging to provide an opportunity
for a personal statement by the roaster, illuminating
social values and feeling more "custom."
Gilbert notes the importance of retailers and
suppliers working together to innovate "at every level
from production techniques at origin and roasting to
new blends, flavors and packaging material."
"It's important for the retailer and manufacturer
to deliver new products that are relevant for
retailers' private label programs and to resonate with
shoppers' needs," he says. SB
Aylward, editor-in-chief of Store Brands, can be reached
at laylward@ensembleiq.com

BIG DIFFERENCE
Your customers want to know more
about their cup of coffee. That is why
our team works from crop to cup to
create some of the finest coffees in the
world on behalf of our partners.
We source, roast, package, and distribute ground,
whole bean, liquid, and single serve coffee.
Visit WestrockCoffee.com to learn more.

www.storebrands.com /May 2018 / Store Brands

59


http://www.WestrockCoffee.com http://www.storebrands.com

Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
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