Page 117 - REVISTA_USIL_CUSCO

humans who grasp where we fit in the value chain while expanding our horizons beyond the concept of

homogenous blends.” (“What is Single-Origin,” n.d.).

Implementing effective marketing strategies is key in the US market, single-origin coffee from Peru

has the opportunity to captivate the minds (and taste buds) of an addicted adult population.

PERUVIAN SUCCESS ALIGNS WITH U.S. MARKET INTEREST

The art of storytelling is essential in any marketing strategy, especially in the United States, and the

stories behind the beans in Peru is not only rich with details, but it hits home in many different hot-topics of

discussion in recent years. Across the board for all food products, Americans from the US continue to push to

know where their food comes from. Elements such as where it was produced, who produced it, product

quality, Fair Trade, climate change awareness, sustainability, local economic impact (and many, many more),

all play an increasingly important role in the purchasing decisions of Americans. Millennials, the up-coming

working class and already coffee-addicted generation, are drastically changing the food industry as a whole.

Their priorities in purchasing products based on information provided (such as renewable natural resources,

organic products, social issues/charities) average between 7% and 17% higher than the national average in the

United States (“77% of Americans,” 2014). “Grocery-shopping decisions no longer hinge on price…” Alison

DaSilva, the EVP of Cone Communications, says. “Consumers worry about where their food is made, what’s

in it and how it affects the environment.” (Sustainable Brands, 2014).

As demonstrated in the figure above (Figure 7), transparency about where food comes from has become

the key in marketing products to the new generation of adults. Coupled with that information, millennials

want customization, are open-minded, curious, and willing to try new products with a new story

117