The Brief:

Meet the new shift in coffee culture – new independent coffee bars who buy selectively and no longer just commodity buyers

–Anticipate price fluctuation when seasons implicates crops –bumper crop is half and price doubles

–Marketing strategy – re- brand on the back of the expertise, explicit of the value and legacy of DR Wakefield business

–Build and sustain strong partnership with buyers (old school, expats in foreign lands)  and ensure they know how to de-risk my coffee buying/blending

–Leverage high quality, knowledge and expertise – for the whole supply chain – origins to cafes

The Results:

Created The artisan green coffee brand – successful and innovative brand engagement to build strong and strategic relationship with key decision makers driving continuous sales growth:

–London Coffee Festival – “the brew bar”

–Coffee master classes bringing customer (coffee shops) and farmers together

–Trips to Origin (Coffee Farmers) in South America to galvanise the relationship and demonstrate DRW expertise

–Hospitality – every 6 months party to foster existing clients and develop new relationship and engagement /relationship with farmers, buyers, traders, roasters, (B2B)

Brand Credibility building in press and above the line campaigns:

–Soil Association, Fairtrade, Rainforest Alliance