Course Description
The growing demand for specialty coffees across the world has opened opportunities for high-quality coffees and suppliers of producing origins offering unique products.
While this is a global trend, the specialty market and consumer trends have evolved differently across the three most prominent coffee consuming regions, namely North America, Europe, and East Asia.
In this course, students will learn the unique characteristics of each region regarding quality, sustainability, and consumer trends.
With this information at hand, students will be able to design more targeted sales and marketing strategies depending on their market focus.
Meet your coach: Bram de Hoog
Bram is a seasoned coffee professional boasting over a decade of experience within the industry. His expertise lies in supply chain management and the intricate art of green coffee procurement.
Throughout his career, Bram has seamlessly transitioned across various pivotal roles. From mastering the art of coffee as a barista to collaborating with a prominent specialty coffee exporter in Nicaragua, his journey culminated in the position of Green Coffee Buyer at Ally Coffee—a leading global importer of specialty coffee. His extensive portfolio includes successful purchases and collaborations with clients across most specialty markets. He is running a roastery funded and owned by a collective of coffee farmers worldwide.
Meet your coach: Winnie Yeh
Beginning her coffee career in Shanghai, China a decade ago, Winnie navigated roles from assistant trainer and head of a coffee academy to R&D manager and VP of the e-commerce business department at Shunda Food Company. Her clientele spanned Research & Development and Marketing managers in the food & beverage, and e-commerce sectors, representing renowned companies like Starbucks, KFC, Coca-Cola, Pizza Hut, McDonald’s, Suntory, Saturnbird Coffee, or Yongpu. With a decade's worth of expertise in the Chinese coffee market, she specializes in product research & development, and education and training.
Currently at the Torch Coffee Lab, Winnie spearheads green bean R&D and sales, eager to share her insights and the latest trends in the Chinese coffee market.
What Will You Learn
In this course, you will learn how to design an access to market strategy that is tailored to the specific needs of key specialty markets.
Specifically, you will learn how to execute an access to market strategy for:
- North America
- Northern, Western and Southern Europe
- China
- Japan
- The Middle East
Course Curriculum
- Specialty Coffee: Who, What, Where and When?
- The North America Market: USA & Canada
- The European Market: Northern & Western Europe
- The European Market: Southern Europe
- The Chinese Market
- The Japanese market
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Emerging Market: The Middle East