A good example of this is the understanding of the word, gourmet. What is gourmet? The word gourmet is usually synonymous with something good, something of exceptional quality, something that can be regarded as top class.
It follows that if we talk about gourmet coffee we usually assume that everyone is referring to the same type of coffee experience.
For many coffee lovers in the western hemisphere gourmet coffee is defined through the use of the best coffee beans, the most careful coffee roasting process, the best method of brewing coffee and the best coffee maker. In south east Asia however, instant coffee is regarded as gourmet kopi, the name they gave to coffee.
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In the western hemisphere, gourmet is often defined by the type of coffee beans used for their coffee making process. Arabica coffee is the most popular form of coffee consumed in the west.
Arabica coffee therefore is regarded as a specialty coffee. Only the most experienced coffee roaster will be able to convert green coffee beans into the finest gourmet coffee.
That is at least the way in which coffee lovers view this process in the west. In the east, perceptions are slightly different. Here green coffee beans are readily available and every one is able to host the beans they need in a pan over the fire or what if the device they use to roast coffee beans.
Normal coffee made from ground beans is nothing special. However, flavored coffee and instant flavored coffee at that; now that is something special!
This would be “frowned” upon in the societies of the western hemisphere. So, whilst a common love of the product of the coffee bean unites coffee lovers across the globe, it is obvious that cultural differences separate us in what we define as being special.
Perhaps a lesson can be learnt form this. Our common understanding of important issues, such as what constitutes good coffee, is often a source of misunderstanding.
If we learn to check and ask and make sure that we literally are sharing a common understanding of a word such a “gourmet” then perhaps the world might be a better place to live in.
That surely is a noble task for the humble coffee bean. In the search for what is gourmet coffee, the peoples of the world learn to recognize and accept that similar words can mean different things. Could we than nominate the coffee bean for the Nobel Peace Prize?
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University.
**Gain insights into Singapore Industry with a free F&B industry report valued at $495.
See you on 24 August 1630 hr. (Sign up below)
Free tickets code: adelaide0823
Starting a coffee shop?: Free Cafe Setup cost Calculator
Featured coffee brewing method: How to prepare V60 Coffee?
Previously: Making Coffee with a Coffee Sock.
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Choosing: Office Coffee Machine
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SkillsFuture Series: F&B Market outlook