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2. TROUBLE-SHOOTING IN A NEW MARKET AND BUSINESS EXAMPLES

Of course, if all coffee-selling businesses in the United States immediately switched to Peruvian

single-origin coffee, it would radically change the country and potentially damage the economy. Peru would

likely not manage to single-handily supply the U.S. with their insanely high caffeine-demand. To tackle this

problem, focusing on other countries with high-quality coffee production would be necessary, and in fact, also

beneficial to businesses. A cafe may switch from bean to bean, country to country, region to region, on a

rotating basis. While the constant change may fly in the face of the consistency that food providers and

restaurants strive for, there are enough benefits in this strategy to balance the potential drawback.

For one, the rotation provides the consumer with an extended education across the “bean belt” of the

world. From Peru to Ethiopia, Hawaii to India, it furthers the global appeal and focus. It also provides a safety

net for businesses for cases like the Peruvian rust

outbreak. If such a disease or natural disaster were

to settle on any coffee region of the globe, a

business would not be locked into a specific area

and may easily switch until that area recovers.

Rotating also adds an extra element to quality when

the harvesting season is considered. Brazil, Peru,

and Bolivia tend to harvest their coffee from April

to October, while Ethiopia will harvest the peak of

their crops from October to April. Some countries

(like Colombia) are able to harvest year-round,

while others (like Papa New Guinea, India, Figure 12. Trailhead Roasters
(“Trailhead & You,” 2019)
Kenya, and Jamaica) have narrower windows

for harvesting their beans (“Harvests & Seasons,” 2019). Companies such as “Verve Coffee Roasters”

(https://www.vervecoffee.com/), “Trailhead Coffee Roasters” (Figure 12.)

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