The Big Ugly Secret Of The Coffee Industry
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- čas přidán 30. 05. 2024
- Coffee has a big, ugly secret!
There is something the coffee industry does not want to talk about: the fundamentally unfair structure which forms the foundation of the entire industry.
Watch as we reveal the ugly truth, and learn how we do things differently.
The coffee value chain is deeply unfair. Value is generated far away from where the coffee grows. The result:
Every cup of coffee you drink increases the gap between the rich and the poor.
Learn how a better coffee industry can be built. One that benefits the coffee producing countries far more. For job creation and sustainable development.
5X impact is possible!
Wild is a Ugandan coffee company on a mission to change the coffee industry. We offer premium African coffee, directly from the birthplace of coffee.
No middlemen. Maximum impact.
Learn more at www.wild.coffee
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Nice bro
Loving this!
That's really a noble idea but you face many challenges. Roasted coffee has a shelf life. It looses flavor fast after it's roasted. Most people would not know the difference but the coffee drinker who wants the best will know. When I am in Uganda and roast up a batch of my specialty Fermented Naturals and offer a cup to my Ugandan friends, they add so much sugar and milk that the roast profile doesn't really matter at all. Selling roasted does add value but your just going to be another bag on the shelf competing for that sale. Shipping it to to USA or the EU will be a hard sale. Good luck. I would recommend focusing on providing good cherries and not picking green or un-ripes and mingling them in with the batch.
Hi Mick! Thanks for watching our video, and for offering your feedback.
You are very right, there are many challenges to this approach. However, we believe we have found ways to overcome most of them.
We don't sell through supermarkets or other channels where shelf life is a huge challenge. Instead, we offer a coffee subscription delivered directly to the end consumer.
Our international customers (so far in Norway only) receive their coffee in their mailbox within one week of roasting. Meaning we offer some of the freshest coffee on the market. We also have zero warehouses in our distribution chain.
This is also why we are able to bring so much of the value back to Uganda. No middlemen are eating the profits.
@@TheWildBrand I'm happy to hear that is working for you and Wild. I'm assuming you have a commercial roaster and not the traditional pan on a 3 stone fire. I have been doing coffee in Kapchorwa for a couple of years and ship (green) to the USA but have since abandoned the export side and now focus on the supply side. Would love to cup some of your coffee.
@@buttonboxguy Next time you're in Kampala, please pass by Wild Coffee Bar on 7th Street, Industrial Area for a cup!
@@TheWildBrand 😎
@@TheWildBrand Your website doesn't work here in the USA??? How do I order?