|
BROWSE THE
SITE:
[Home]
[About Heritage]
[Heritage Coffee Canada]
[Vending & OCS]
[Specialty Coffee]
[Food Service]
[Green Coffee Buyers]
[Stuart Daw Reports]
[Business Resources]
[Coffee Humor]
[Helpful Links]
[A Few Coffee Facts]
Sales
800-791-7811
Fax: 519-668-1384
97 Bessemer Rd., #1
London, ON N6E 1P9
Contact Us
| |
[ Up ] [ 2001 Bean Thinking Newsletters ] [ 2002 Bean Thinking Newsletters ] [ 2003 Bean Thinking Newsletters ] [ Bean Thinking - Canadian Edition ]
Bean Thinking - 2003 Issues
Volume 10, Issue 4
Fourth Quarter 2003
Heritage Coffee (Canada) and Bigelow Teas
Heritage Coffee is excited to announce
the introduction of Bigelow Teas to our product lines. This much loved and recognized brand
has a broad appeal not only in the OCS industry but foodservice and retail as well. From Green
to Earl Grey to the sophisticated herbals, Heritage now offers the full range of teas to
satisfy your customers’ requirements.
I f you haven’t experienced Bigelow Teas, call
us for a free sample kit and brochure and let us introduce you to the world of outstanding tea
quality.
As always, you can count on Heritage’s dependable
service and friendly staff to ensure prompt delivery of all the products we carry. Call our
sales offices now to book your orders for Bigelow Tea.
At our head office: 800-791-7811
Ontario/West Sales office: 800-518-5550
Or click here to
use the handy online contact form.
Café Casandra (Heritage Coffee Canada)
Looking for the best flavoured coffee on the market?
Look no further! Heritage has the honour of presenting the industry’s premier flavoured
coffee, Café Casandra! Made with only the top prime washed Arabica coffees and the pinnacle
of flavouring essences, Café Casandra will surely make a positive impression on your
flavoured coffee customers… especially the fussy ones! Available in a wide variety of
flavours from the tried and true Irish Crème to exotic seasonal offerings, Café Casandra has
something for everyone, in three convenient formats — 1.75, 2.00, and 2.25 oz.
Call us today to book your order of Café Casandra, or
call us for more details on this exciting Top-of-the-Line Flavoured Coffee Programme.
At our head office: 800-791-7811
Ontario/West Sales office: 800-518-5550
Québec/East Sales office: 800-300-6752
Or click here to use the handy online contact
form.
Keyboard Shortcuts
If you’re on the computer a lot, here’s a way for
you to save time by automating some of your most common tasks. Just hold down the “Control”
key and then press the letter key indicated to perform the function shown.
Ctrl-A Select All
Ctrl-B Bold
Ctrl-C Copy
Ctrl-D Fill Down
Ctrl-E Center
Ctrl-F Find
Ctrl-G Go to
Ctrl-H Replace
Ctrl-I Italicize
Ctrl-J Full Justify
Ctrl-K Hyperlink
Ctrl-M Increase Indent
Ctrl-N New Document
Ctrl-O Open Document
Ctrl-P Print
Ctrl-R Right Justify
Ctrl-S Save
Ctrl-T Tab
Ctrl-U Underline
Ctrl-V Paste
Ctrl-W Close Document
Ctrl-X Cut
Ctrl-Y Redo/Repeat Last
Action
Ctrl-Z Undo
If you’re creating your own flyers and brochures and
need to type the symbols for copyright, trademark and registered, here’s how the
professionals do it.
In Windows, hold down the “Alt” key, and while
continuing to hold it down, hit the “Zero” key on the numeric keypad on the right of your
keyboard, and then three additional numbers in succession. For example, for © Copyright, hold
down “Alt,” press 0, then press the numbers 1, 6, 9. Then you can let up the “Alt”
key. Here’s a list of common symbols with their “shortcuts.”
Copyright (©) is
Alt, 0, 1, 6, 9
Trademark (™) is Alt, 0,
1, 5, 3
Registered (®) is Alt, 0,
1, 7, 4
Bullet (• instead of
asterisk) is Alt, 0, 1, 4, 9
Ellipsis (… instead of 3
periods) is Alt, 0, 1, 3, 3
“N” Dash (– longer
than a hyphen) is Alt, 0, 1, 5, 0
“M” Dash (— instead
of 2 hyphens) is Alt, 0, 1, 5, 1
Cents (¢) is Alt, 0, 1, 6,
2
French accent (é) is Alt,
0, 2, 3, 3 (as in café)
French accent (à)
is Alt, 0, 2, 2, 4 (as in à la carte)
One-quarter (¼) is Alt, 0,
1, 8, 8
One-half (½) is Alt, 0, 1,
8, 9
Three-quarters (¾) is Alt,
0, 1, 9, 0
The 10th Commandment... of Coffee
by Brian Martell
Many years ago, the founder and president of Heritage
Coffee, Stuart Daw, penned a concise set of principles that systematically outlined what it
takes to make a great cup of coffee. The “Continuum to Contentment”™ became the coffee
man’s guide to excellence in coffee and as a diagnostic tool for when coffee tasted less
than perfect (this guide is available on the Heritage website at (click here for Continuum to Contentment). Initially, The Continuum was
subtitled “The Nine Rules to a Hassle Free Coffee Break” as there were, not surprisingly,
9 rules.
In conversation with Stu one day, I argued that there
seemed something asymmetrical with 9 rules and suggested 10 would be more appropriate.
Pressing my case, I noted that it had been some time since Canada was on the metric system
(base 10) and that being in a predominantly Judeo-Christian environment, 10 coffee
commandments seemed more appropriate. Amused, he asked me what I had in mind when it came to
expanding the Continuum. “Stu, I’ve had great coffee brewed through really filthy
equipment, with the expected results of a disappointing product. Now the people doing the
brewing should have known better, but they still commit this sin to coffeedom.” The
suggested addition to the Continuum was “The cleaner the machine the better the brew, the
dirtier the machine, the poorer the brew.” Thus was born the 10th Rule. The acid
test for a rule to stick was that it had to transcend all methods of coffee preparation,
roasting or brewing. This rule fit the bill, especially when it comes to vending coffee.
Coffee has always been one of those special cases for
the vending industry. For the most part, vending operators put an item into a machine and what
goes in comes right out in the same shape and form… but not coffee. Coffee is manufactured
in the equipment and, as any good operator will tell you, coffee vending machines can get
quite messy if not properly maintained. When this happens, the quality in the cup suffers
greatly, making all the hard work to get the other factors right all for naught.
Good operators put into practice a routine, one which
incorporates a thorough cleaning of the machine. This includes, but is not limited to,
cleaning the brew chamber, the mixing bowls, drip trays, trash cans, and spillage that may
have occurred when filling the machine. All of this is no doubt time-consuming, but it pays
big dividends when it comes to product quality and, by extension, sales. The reason why these
procedures do not always get the attention they deserve is that time gets tight when drivers
run behind. The temptation to cut corners becomes irresistible when trying to service all
equipment on the route after being stuck in traffic for half the morning.
So what would it mean to a vending operator to be able
to reduce by half the amount of time his or her drivers spend at a coffee machine? Imagine if
it were possible to automatically have the machine cleaned at the most critical points without
operator or driver intervention. Since this is not yet an option on any coffee vending
machine, drivers have to be vigilant in making sure all aspects of the machine sparkle. But
why not have an automatic option that cleans coffee vending machines? The technology currently
exists where a dedicated hopper could carry non-toxic detergent with a whipper motor and tubes
to channel a cleaning solution to all mixing bowls and the brewer. The mixing bowls, in turn,
would activate to clean out residue and the brewer could hold a pause extra long to clean out
the coffee oils accumulating in the chamber. A two-stage rinse would then follow the same
course as the cleaning solution to remove any “soapy” flavours that could be left over.
A further aspect to the auto-cleaning vending machine
would be to determine how often the cycle would engage, which could be based on the number of
beverages being vended. Operators would also want to protect against the machine invoking the
cleaning cycle at the most inopportune time, like break-time at a busy factory. The e-prom
could be set to have the cleaning cycle engage when the number of vends has been attained and
when a certain pre-set time of day for cleaning occurs.
In the sixties, National Vendors came out with a system
called Brew San that had a semi-automatic cleaning procedure on HDM 610, 611 and 627 Models.
The operator or route driver would actuate the system onsite, which would send a liquid
detergent (pre-mixed by the operator) through the brewer and then rinse the brewer several
times with fresh hot water. The system was complicated and relatively expensive and,
therefore, was not widely adopted by the industry. What was surprising about the Brew San
equipped machines was that they were certified as being capable of achieving the “Gold Cup
Standard” by the then Coffee Brewing Institute. In essence, the idea of “brew a better cup
and the world will beat a path to your machine” has been around for a long time. That the
Brew San “nova-ed” in the mid-seventies is more a statement of the system being ahead of
its time than the operators’ penchant for dirty machines.
Getting back to the question two paragraphs ago, what
would operators do with such a vending machine? For starters, they would have more time to
visit more machines on any given coffee route. Whereas the total number of coffee vending
machines that would be serviced in a day was X, this kind of technology could increase that
number to 1.5X. Greater efficiency means more productivity, which translates to reduced fixed
costs. The cost savings would, over time, pay for the added capital cost in vendors equipped
with the “Automatic Clean Out” option. Even more importantly, by having a cleaner machine,
operators would see an increase in sales from the machines. Cleanliness is not only close to
godliness; it’s close to greater profitability.
Until such time that this becomes a reality, operators
will have to heed the 10th Rule of Coffee with elbow grease… “Thou shalt keep
thy equipment clean.” |
Volume 10, Issue 3
Third Quarter 2003
About Time
Well, it’s about time! About
time we finally had some nice, cool coffee-drinking weather and also about time
that the economy seems to be getting back on track. Though recent unemployment
figures have yet to point to more consumers spending eight hours per day within
a hallway’s distance of an office coffee brewer, there’s an accepted theory
that as the economy starts to flow, the employment ranks will grow. Both of
these trends bode well for a good NAMA show in Washington DC. We are looking
forward to seeing old friends and meeting new acquaintances at the event. Our
booths are number 1446 and 1448.
We needed two booths this year
to better display all the programs we have been working on! Beyond the great
private label opportunities we offer, we’ll be showing off our full line of
Serengeti Coffees as well as our outstanding [Coffee etc] program. We’ll also
be introducing our brand new “Copper Moon” organic line. (For more on Copper
Moon organics, look on page 2 of this issue). We will be brewing some incredible
coffees, and invite you to make us your very first stop once you enter the
show... so that your first cup of coffee will start you off on just the right
note!
Speaking of notes, our booth
won’t be the only place to catch notes, as there will be live music during the
OCS hospitality reception on Thursday from 5 to 7 pm hosted by “Pitch Blue”
led by yours truly! Though I’ve never exposed my musical hobby within the
industry aside from the occasional nightclub stage intrusion during tradeshows
in New Orleans, (as some readers have surely witnessed), this show seemed close
enough geographically, our sound complementary enough categorically, and NAMA
willing enough, sympathetically! All right, well, they haven’t given us their
sympathies yet and hopefully won’t have to. Dean Gilland, Director of OCS for NAMA, was gracious enough to invite us and we hope to add a little something to
the affair. I’ve been asked what we will be playing and what our sound is
like. A couple of recordings can be found on our website www.heritage-coffee.com
but can only be properly heard with high speed internet access. Our show will be
a mix of songs I’ve penned over the years including a tribute song to my Dad,
Stuart, as well as some covers from the likes of Jimmy Buffet and Tom Petty. Why
the name Pitch Blue? Well, years ago while leaning against the rail of a cruise
ship heading out of Miami, and looking out to sea with my son Jesse, I told him
to watch the color of the ocean deepen, from the beautiful turquoise hue near
shore, to the deeper blues as we got farther out from land. As the ocean
darkened to its fullest, he turned to me and exclaimed, “Wow Dad, now the
water’s like pitch blue!” I couldn’t think of a better way to describe it,
and the name Pitch Blue has stuck ever since. We hope everyone comes over to the
Hyatt ready to have some fun! (Produce will not be admitted.) --Kevin Daw
Organic Growth
(U.S. Orders)
There has been some strong
buzz recently on organic coffees and we see this market continuing a solid pace
of growth (10% annually, states one source), as more and more people wish to
ensure chemical-free food products. We are in the process of creating packaging
for a new line of organic coffees, Copper Moon Coffees.
We will initially market four
different coffees, all certified as being 100% organic by the OCIA, (The Organic
Crop Improvement Association). Available in bulk five pound, and 12 oz.
packages, we are looking to add fraction pack offerings in the coming months,
based on client interest. To make sure you are updated on a Copper Moon fraction
pack launch, please feel free to call us at 1-800-486-1198.
Here is a brief description of
all the Copper Moon coffees.
Nicaragua
Matagalpa
Matagalpa is a region of
Nicaragua perfectly suited for growing fine organic coffees. The Highlands allow
for growth in the 3,500 – 5,000 foot range. The coffee trees are mostly of the
older Bourbon variety. The coffee is certified organic, shade grown by OCIA
International. This particular group of organic coffee producers is in its third
year of organic certification. Nicaragua Matagalpa coffee offers a nice, medium
body with slight winey notes and a clean finish.
Peruvian
Chanchamayo
Grown at very high altitudes
where nature helps keep pests at a minimum, this coffee enjoys a nice hard bean
and a profile replete with citrus-like acidity. It has a wonderful richness that
complements the high notes well and is an interesting mix of flavors in the cup.
An attractive price point on this organic crop makes for a perfect coffee
offering.
Guatemala
Antigua
A favorite of our in-house
cupper, this coffee is grown in rich volcanic soils high in the Antigua region
of Guatemala. Renowned for a full nutty character with chocolate high points
this year’s crop enjoys a higher acidity, giving the coffee an added level of
complexity.
Colombian
– Condor de la Flores
A rich brew with notes of dark
chocolate and a slight spicy fragrance, this coffee offers a smooth cup with the
perfect blend of aroma, flavor and acidity one expects from a high grown
Colombian coffee. This organic bean is truly one of our finest.
Have you ever thought that
your display ads should be pulling in more customers or selling more products?
If you’re less than satisfied with the results of your current advertising
program, here are some pointers that might be of help:
7 Tips to Improve Advertising Response
1. Know the mission of your
ad. Is it meant to: (a) sell products directly, (b) generate sales leads, (c)
build brand (product) awareness, or (d) build your company’s image?
(a) If you are trying to sell
a product in your ad, you’ll need great writing, lots of space and many ways
in which your prospects can order from you. Your ad needs to do a complete
selling job in order to result in a purchase.
(b) If you are attempting to
acquire sales leads, your ad needs to tantalize buyers to contact you for more
complete details, which you can give in person, by phone, by mail, or through
your website.
(c) If you want prospects to
become more aware of a particular product or service you offer, you’ll need to
create an impression that “sticks in their minds.” What “position” do
you want your product or service to claim in the marketplace? Is your product
the first, cheapest, most exotic, or most unusual? Is your service the most
expert or reliable, friendliest or fastest? What category do you want to own?
You’ll want to get this message across in your ad.
(d) A corporate ad works to
build your company’s image. If you have a new business, or if you are trying
to re-position your business, you might try an informational ad about your
company. Just be aware that unless you word your ad to generate a response, your
ad will simply “sit there” on the page.
2. Make sure your headline
gets the attention of the right people by: appealing to their self-interest;
announcing news they will be interested in; piquing their curiosity; offering a
quick, easy solution to their problem; offering free information, a free trial
or a free sample; identifying your target market in the headline; using proven
headline grabbers such as: “introducing, announcing, new, now, special offer,
free, how to.”
3. Emphasize the positive more
than the negative. Talk about the cure, rather than the pain; about the
improvement rather than the problem. Show the positive benefit to be gained by
using your product or service.
4. If you have a picture that
illustrates your product or service, use it to draw readers into your ad. If
your photo or illustration isn’t of high quality, however, you’re better off
trying to sell with well-chosen words.
5. To make it easier for
people to respond to your ads, offer a number of different ways they can reach
you: (a) phone number, (b) mailing address, (c) e-mail address, (d) website URL,
(e) clip-out order form.
6. Give readers an incentive
to do what you ask: (a) free gift, (b) free information, (c) free sample, (d)
free trial period, (e) money back guarantee.
7. Use easy-to-read type that
invites the eye to keep reading. Professionals recommend using a minimum number
of fonts in each ad. For variety, a larger size and bold face can be used,
especially for headlines and subheadings.
© 2003 Barbara Casey
Time for Holiday Cheer
(U.S. Orders)
The Holidays are right around
the corner and it is once again time to break out some fun Christmas coffees to
fill your clients with the holiday spirit and seasonal cheer! Whether you do an
exciting sales program offering variety cases of coffee to your clients for
their Christmas lists or just use the product as a wonderful way to say “Thanks
for the business,” your clients will love receiving our delicious Holiday
Coffees. Some operators allow the route drivers to deliver a few bags of
Christmas cheer to each stop for the month of December. Whichever Christmas
concept you prefer, make sure to choose our exceptional holiday flavors.
Mix and match flavors in any
desired 4 x 6 x 1.75 oz. variety case or buy individual 1.75 oz. flavors packed
24 to a case.
Presented in attractive green
and red custom packaging, these coffees are sure to bring joy to the world.
This year’s holiday flavors
are:
Apple Pie • Butter Rum •
Candy Cane
Cinnamon Snaps • Holiday Cordial • Pumpkin Pie
Egg Nog • Santa’s Surprise (Cookies & Creme)
Also available for the
holidays is our popular seasonal selections Festival Coffee box. Your clients
will love the variety of 3 packs each of six different holiday flavors.
Holiday
Case
24 x 1.75 oz., mix & match
• $9.87 ea.
Festival
Coffees
6 flavors x 3 ea. x 1.75 oz.
• $8.47 ea.
As always, freight is free on
30+ case orders.
Please place your orders by
November 30th.
Phone 800-486-1198 • Fax 859-744-9448
Heritage Coffee Canada News Updates
As the fall approaches and
the weather cools, our industry heats up with the excitement of change. Heritage
Coffee has seen a lot of change recently, too, with the addition of Gordon Berry
as the new sales rep for Eastern Canada and Brian Martell’s recent move to
head office in London, Ontario.
Gordon, who has been active in the food
industry for the better part of twenty-five years, comes with the drive and
dynamism expected by Heritage customers. A conscientious and client orientated
thinker, Gordon excels at providing a value added service to clients and
potential clients. Gordon can be reached at 514-331-6752, toll free at
800-300-6752, or by e-mail at Gordon@heritage-coffee.com.
Brian’s move to London gives him the
big advantage of directing marketing and sales right from the source, the
roasting plant, serving the entire Canadian and export market. He can now be
reached at 519-686-3620, toll free at 800-791-7811, or by e-mail: Brian@heritage-coffee.com
Soup Programme
With the cool weather comes the
increased demand for vending soups. Problem is, there hasn’t been a lot of
choice for the consumer when it comes to soup – until now.
Heritage is proud to introduce our line
of Gourmet Soups, an exquisite selection of creamy soups guaranteed to impress
your vending customers and increase both traffic to your machines and profits.
Five varieties to choose from: Baked Potato with Bacon, Cream of Broccoli, Cream
of Mushroom, Cream of Tomato, and Cream of Chicken. For more information, please
call one of our sales offices listed on this page.
Heritage Gears Up for Kyoto
With the Canadian Government’s
commitment to reduce CO2 emissions, businesses will be faced with the
added onus of drastically reducing their current emission output. While the laws
governing this directive have not been implemented as of yet, Heritage has taken
the initiative to install an after-burner that exceeds the stringent demands of
the Kyoto Accord. This monster of a unit measures greater than 20 feet and is
housed in an all-weather stainless steel shell. Total energy output of the unit
is 4.1 million BTU’s – that’s the combined energy of over 100 gas BBQ’s
working at full tilt! With the after-burner creating over 1,800o F in
the smoke box, the total detectable output from our stacks will be nil.
Competitive Advantages, Reality,
and the Coffee Salesperson
by Brian Martell
Much attention has been given to the
concepts of competitive advantages in the field of microeconomics. In general,
the theory states that a company, nation or trading block may have a
comparative, technological or absolute advantage over its competitors eventually
leading the competition to either invest in the new technology or leave the
industry altogether (for a good read on this, see Michael Porter’s work The
Competitive Advantage of Nations). While the theory has applications in real
life (e.g. current fridges drove out icebox technology), it hinges heavily upon
one of the most loved assumptions cherished by economics professors everywhere…
perfect information. This notion assumes that all consumers are fully aware of
all the offerings of all suppliers. Even with the advent of the information
explosion and consumer hyper-connectivity through the Internet, this assumption
is the key point that explains why there are exceptions to the rule in the short
term. This inequality, or information lag, means that not everyone is equally
aware of what is going on as it pertains to supplier offerings or even
competitors’ activities at any one time, and it is one of the realities
present in every market. It is what allows technically uncompetitive firms the
time to change and catch up, or get out of the business with their shirts on.
Consider the Québec OCS market. There
must be over 300 operators scratching out a living in the shadow of the largest
Canadian operator. Offices in Montréal or Québec City have all seen cup-by-cup
machines, even those too small to warrant one without a hefty rental fee. The
out-of-the-garage operator in Québec knows that he has to be able to provide
tabletop coffee machines just to compete in the market, or else he’ll soon see
some of his plumb accounts on the outs. The amount of time for this type of
market knowledge to filter throughout the consuming offices is inversely
proportional to the number of presentations made by the prophets of cup-by-cup,
as is now the case with other types of new coffee brewing technology. When the
information lag is short, or the market is well informed, competitors have had
to act fast just to stay in business.
So what does all this have to do with
the sales department? In most B2B companies, the most effective way of
disseminating information is through the sales representatives. New products,
new processes, expanded ability and services come to OCS customers first and
foremost from the sales representatives. Yes, bulk mail, e-mail, and even the
Yellow Pagesâ are all directed to
clients and prospects to spread the gospel, but the most effective communication
still remains the face-to-face time in front of the customer. After all, they
can’t delete or toss the rep in the shredder when he’s there.
The catch… your reps have to be
effective communicators! They have to know how to speak on many levels to all
your potential accounts to drive home, in the language of the customer, what you
are capable of delivering. The best company to deal with in the business (on the
three dimensions of product, service and value) will still be beat out by a
technically inferior competitor if rep #2 can better communicate his company’s
offerings. Good sales people are not only charismatic and convincing, they are
savvy to non-verbal cues and intuitive to customers’ wants; in other words,
they are excellent listeners, figuratively and literally. By zeroing in on how
his company’s products and services mesh well with the perceived wants of the
prospect, the rep stands a better chance of getting the sale.
Thus, it is possible, for a time at
least, for a company with a competitive disadvantage to effectively compete
through the grace of outstanding salesmanship. This is not to say, however, that
the sales methods used would be akin to the snake oil days, but rather through
better bilateral communication skills.
So herein lies the individual company’s ability to
speed up information lag for those with a competitive edge. Imagine what it
would mean if your new line of services, head and shoulders above the rest, had
pan-dissemination across the market. To get it, you need to tell it. You need to
make sure the reps on the front line know how to tell it in all the different
languages of client-speak. The companies with a competitive advantage who can
effectively get the message out will win – every time.
Volume 10, Issue 2
Second Quarter 2003
Bean Thinking™ — Year 10
Wow, Bean Thinking™
is in its 10th year of publication in the U.S. Hard to believe we’ve
been at it so long.
The first version was created
on a 386 computer. Remember those? I believe the original Word for Windows was
used and we still have a copy or two of that edition. Created to better
communicate our position within the industry and to keep everyone abreast of our
new products and ideas, this newsletter continues to serve us well.
Through Bean Thinking™
we have gained many new relationships, adding operator members of NAMA and NBPA
to our mailing list, as well as VPC, of which we are a supplier member. Our
philosophy has been that through solid writing and information dissemination we
would gain the confidence and eventually the coffee business from readers who
are not presently Southern Heritage clients. This has certainly been an
effective approach as we often hear at trade shows, “We really enjoy your
newsletter!”
On behalf of everyone at
Southern Heritage, I’d like to thank you for considering Bean Thinking™
worthy of a few moments of your time. We hope you continue to find our
newsletter — and Southern Heritage Coffee — of value going forward.
OCS — Front and Center
I had an interesting
conversation with a long time client the other day. Seems a competitor is
stating that we are backing out of Office Coffee to focus more on retail. Maybe
it’s a case of “the wish being father to the thought,” motivated by fear
of Southern Heritage’s continued expansion in OCS. Be assured that we have
just finished our strategic planning meetings for the coming year and the OCS
industry is once again at the front and center of our energies.
That segment of the coffee
business is one we have been involved in since its inception, first as
operators, then suppliers. We know it very well and we are closely involved with
its industry associations. We will continue to focus our attention toward all
facets of OCS.
By being simply the best and
most knowledgeable supplier, we want to deserve your business.
Dedicated to Your Success
Speaking of focusing on
private labeled OCS coffees this year, how is your private label program? We
know there are many options available to you in supplier choices, but the field
has been narrowed down of late and, as roasters go, some compete with you, some
are having troubles and some are just plain not as nice to deal with as we are!
So we thought we’d remind you that we are here when you are ready to create a
partnership with a new private label supplier, dedicated as much to your goals
as you are.
We have a new in-house artist
at your disposal to work with you in creating a sharper version of an existing
line or a whole new image. Whatever your ideas or marketing plans we are one of
the most flexible partners you can employ to create a winning coffee program. We
also continue to offer a full array of exclusive house films and our brand new
[coffee etc] distributor program — a turn-key office coffee concept. Please
call us at 1-800-486-1198 to receive more info on any of these programs and/or
to allow us to bid on your contracted business where applicable.
WANTED: One awesome salesperson…
Ginny Daw has decided to
pursue a career closer to home in Tampa, Florida and we are now in search of an
exceptional salesperson for her replacement. Do you know of an excellent rep who
calls on you that you might recommend to us? We have all the right tools to
offer a highly motivated, outgoing self-starter and are looking to bring someone
aboard to help us get the message out as to all that Southern Heritage has to
offer. Anyone interested should call Kevin at 1-800-486-1198 or e-mail a resume
to kdcoffee@aol.com.
[coffee etc] Update
We have signed on our first
exclusive distributors under the [coffee etc] name.
For those who have not had the
chance to see the concept we would like to give you a brief overview. [coffee
etc] was created for those who wish to introduce a new identity into the
marketplace through a very professional image backed by a full complement of
marketing materials — without having to take the time or go to the expense of
doing so. An added benefit for operators who sign on is the growth in
recognition nationally. We estimate that it would cost an operator a minimum of
$40,000 to create their own similar program and materials in-house.
There is an initial fee of
$310 to cover the cost of the distributor kit, which includes a supply of all 29
forms and sales sheets available to distributors. Beyond this we ask for your
commitment to make Southern Heritage Coffee your coffee roaster for a minimum of
70% of your coffee needs.
Under this program you can
expect use of all [coffee etc] trademarks and materials in your marketing area
including: a full sales presentation in easel form or Powerpoint as well as
[coffee etc] coffee, cups, cream, sugar, bowls, vehicle ID’s, store point of
sale materials, clothing, travel mugs, sales folders, demo bags, product slicks,
profitability analysis forms, equipment installation forms, letterhead and much
more.
Whether you are a vending
company looking to expand into an identity to drive your coffee business…or
maybe an OCS operation looking to add an identity to recapture market share from
a new angle…or even a new upstart in the industry, [coffee etc] gives you all
the necessary tools to get the job done.
Please contact us for samples
and further information at (800) 486-1198.
Q & A with Stuart Daw
We get many interesting
questions from customers. We thought this one, from a customer of a customer —
and the answer given to him by old-timer Stuart Daw — might be of interest.
Question:
Is it true that eggs can be used to
decaffeinate coffee?
Answer:
The egg has played quite a role in coffee. In days gone by it was useful, as
I’ll explain here. But to use eggs in any role today is like early 20th
century cars having buggy whips on them, because people couldn’t imagine them
without.
Most old time coffee brewing
simply meant putting an open pot full of water to boil on the stove, then
dumping in some fresh coffee grounds and turning the heat down. That was brewed
coffee, and often the pot stayed on the stove all day long. That is why some
Scandinavians to this day like light roasted coffee. They got in the habit, for
it holds up better for longer.
Meanwhile, the stock pots
usually had no spigot, so the drinkers would simply dip their cups into the
witch’s brew and help themselves. But the fine coffee grounds would come out
with the liquid coffee — making a mess in the cup. By cracking an egg and
dumping the contents into the brew, the fines in the coffee would cling to the
slimy egg, clarifying the liquid. Often just the egg white would do the job, or
even just the fresh, empty shell, for its interior was slimy too.
But in my early coffee days,
many Toronto restaurateurs would still throw an egg into the coffee bag of an
urn, not realizing that the cotton coffee bag (later paper) would filter out the
grounds of coffee. And they would become quite indignant if I pointed out the
fallacy. In fact, an egg in a cotton coffee bag — maybe 20 eggs used in 20
brews — would leave the bag in literally rotten shape, and the restaurant guy
would phone me complaining about funny tasting coffee.
There is no evidence to my
knowledge of eggs having an affinity for caffeine. I think it is absurd to see
the egg as a solvent, much like methylene chloride or supercritical carbon
dioxide would be. I’d tell your customer to eat the eggs and drink the coffee,
as nature intended.
AIDA: The Formula for Successful Mailings
© 2003 Barbara Casey
You’ve just purchased a
set of mailing labels addressed to your target market. You’re stuffing
envelopes like crazy, anticipating a huge response to your offer.
But wait! What about AIDA?
(What's an opera got to do with a flyer mailing? Actually, nothing.)
AIDA is the formula that
ensures a successful direct mail campaign. Pull one of those flyers back out of
its envelope and review it against the AIDA formula before you mail a slew of
them and maybe waste your money. Here’s AIDA in a nutshell:
Does your flyer or sales
letter have a compelling headline that grabs the reader’s ATTENTION? People
want to know, “What’s in it for me?” That’s what you want to convey in
your headline. “How your office coffee company can help you battle staff
absenteeism.”
Okay, you’ve drawn the
reader’s eye into your flyer/sales letter. Now you want to keep their
INTEREST. In the opening paragraph, elaborate on your headline. “Try
our new gourmet coffee and keep your staff in the office during breaks. Now
there will be no more need for your employees to extend their coffee breaks into
mini-lunches at the donut shop.”
The next step is to build up
DESIRE. What is the consequence of not buying your gourmet coffee for the
office coffee room? Lower productivity? Too much coming and going between the
office and the parking lot? Increased overtime? With each consequence of not
buying your product, make sure to re-state a benefit to be gained by doing so
now.
Conclude your flyer/sales
letter with a call to ACTION. You can ask your recipient to call for a sample,
request a free demonstration, or visit your website for a free report that
clearly spells out how much time is lost monthly on “outside” coffee breaks.
The reason for sending out your flyers and sales letters is to give people
enough reason, information and desire to respond. Just don’t forget to ASK
them to respond.
PS: Many sales letters include
a “PS” after the signature. They’re almost always read, so go ahead and
use one yourself to re-emphasize a time limit, special price or major benefit of
your offer.
Did your flyer pass the AIDA
test?
Volume 10, Issue 1
First Quarter 2003
Welcome to 2003! Let us raise
our coffee mugs to this being a fine recovery year for both the US economy and
the coffee industry. The last few years have been anything but memorable for our
industry growth-wise.
Although consumption figures
are fine, what has changed is where people consume their coffee. Fewer of them
have been working the nine to five shift, thus reducing the opportunity for them
to laden our coffers with their largesse. This, of course, is only part of the
dilemma. There are also the coffee lovers who have been lulled into the notion
that unless coffee is purchased from a nose-ringed college freshman in an
overpriced Art Deco environment then, well, it can’t be good.
While the number of different
chains has stopped expanding, gourmet coffee outlets continue to grow. Even
convenient stores — long regarded as the last place to go for a good cup of
coffee — have been rolling out better quality coffees and heavier brews. How,
then, do you combat your true competition — any outlet selling ready-to-go
coffee?
Certainly, buying right and
then selling to these establishments doesn’t hurt. “If you can’t beat ’em,
sell ’em.” What I’m referring to, though, is more a question of how we win
back these consumers. How do we prove what we know to be true, that one can get
as fine a coffee through our brewers as anywhere else…if only we are given the
chance.
I’m not going to claim to
have all the answers but here are a few thoughts that if implemented, can’t
hurt our cause or bottom lines.
We need to keep fighting the
good fight when it comes to ensuring that the first offerings we make when
people ask for samples are our best possible blends. People will only consume a
finite quantity of coffee ounces daily and we must be diligent in ensuring that
as many of those ounces as possible come from office coffee and vending brewers.
How do we accomplish this?
With (1) fresh product, (2) heavier pack weights, (3) clean brewers, (4) clean
water and (5) Arabican coffees.
I don’t want to “beat a dead horse,” but
any lapse of communicating these points continually to your employees results in
the public’s losing faith that
your coffee is as good as any cup they
can find and/or brew for themselves.
Do your customers even know you have
fresh, heavier, high quality product available at a slight premium? It’s
amazing the beneficial effect 2 extra cents can have on a cup of coffee, and if
you don’t let your clients know this…someone else will.
Southern Heritage clients —
especially — should be boasting to their own customers that they obtain their
coffee products from a custom, roast-to-order, small batch roaster with top of
the line quality control and a dedicated coffee buyer sourcing the optimum
coffees for each blend. These are the features that have driven the public to
make specialty type coffees the fastest growing coffee segment, with no
abatement in sight.
If people are willing to step up and
pay dearly for coffee elsewhere, it is up to you to let them know you are more
than willing to charge them the same in the office for comparable or even better
quality coffee.
You already know about the virtues of
clean equipment and filtered water. Filters have become an income source for
many operators and you owe it to yourself and your coffee program to make sure
that the 98% plus portion of your coffee that is water, is as pure and tasteless
as possible — so the coffee can shine through. Of course, charging extra for
filter replacement is an added bonus.
My “brewology sermon” would not be
complete without touching on one of the biggest operator concerns, one that
requires policing long after you’ve made the effort to promote heavy Arabican
blends, cleaned the brewers and replaced the water filters. I can’t emphasize
enough the continuous attention to product freshness. I’m always amazed by the
number of outdated product codes in warehouses I visit, especially in light of
the attention and concern the owners give their coffee programs.
The reality is that for all good
intentions, product is returned and improperly restocked, or left in sampling
areas far too long. Sometimes the coffee can even be found resting on the top
shelf of your customer’s office supplies closet after someone over-ordered
last May and tucked it away for “later use.” Whatever the reason, there is
almost always old coffee floating around in everyone’s system and although it
may not turn moldy like bread does, to my mind it is “unfit for human
consumption” and should be disposed of accordingly. (Read: send to the
in-laws.)
Bottom line — make sure your existing
and potential clients know of your passion for coffee. And let them know, too,
that you can supply any coffee profile they might desire. This will go a long
way towards an overall improved perception of our industry.
Serengeti—Coffees to Excite Your Passion
Speaking of great
coffees you could be passionate about, have you
sampled our new Serengeti line of coffees yet? Offer your customers unique
blends they can’t get anywhere else plus…we guarantee its freshness.
Why lose customers to the “Art Deco”
stores? We designed these gourmet coffees to “keep ’em in the office”
during breaks. A taste test will tell. Call today to order your samples —
1-800-486-1198. (U.S. orders)
-
Cafe Mombasa
-
Tanzanian Kilimanjaro
-
Victoria Roast
-
Zanzibar Roast
-
Serengeti Decafs
Heritage Coffee Canada Welcomes Gina Monaco
We are very pleased to welcome Gina
Monaco to the Heritage Coffee Company’s sales team.
Gina has been the editor of Canadian
Vending and Office Coffee Magazine for the past 20 months and has spent most
of her career in publishing. As editor, Gina interacted with members of the
office coffee and vending industries and developed an interest in the market.
She has also spent many years in
management, not only in publishing but in foodservice as well. This experience,
along with her enthusiasm for wanting to help customers succeed, makes her an
excellent addition to the company.
Gina will be responsible for developing
new business in the Ontario market and she will service many current accounts.
Call Gina to discuss your coffee needs at 800-518-5550.
Canadian Maple, Eh? (Canadian Orders)
Maple syrup, the pride of Canadian
heritage, is now part of an exciting, new cappuccino flavour from the Heritage
Coffee Company Ltd.
Made with top-quality Grade A maple
syrup, the exquisite taste of Canadian Maple Cappuccino is a welcome addition to
your product mix. Canadian Maple Cappuccino was developed in response to
requests from Heritage Coffee customers who wanted something new to add to their
already successful roster of Heritage products. Initial testing took place at a
variety of locations and customer feedback was positive.
Canadian Maple Cappuccino is available
in 2 lb. bags and is certified kosher, as are all Heritage Coffee products.
For information on Canadian Maple
Cappuccino, or any other Heritage product, call 800-518-5550 or 800-300-6752 for
Quebec & Atlantic Canada.
[coffee etc] -- We Just Made OCS Easier
Looking to launch a whole new coffee
program or even a brand new coffee service?
Southern Heritage proudly announces the
launching of [coffee etc] — a turn-key office coffee program professionally
designed for operators looking to have a secondary identity in the marketplace
— or looking to launch a whole new business.
Here is an opportunity for (1) veterans
to go back to old accounts with a whole new image and for (2) new entrepreneurs
who wish to get into office coffee without spending all the time and thousands
of dollars required to develop a professional-looking company image.
With [coffee etc] you get a full
product lineup completely custom packaged and designed consistent with the
[coffee etc] image and theme. In addition, you receive full sales and document
support as well as an exclusive geographically-based distribution agreement.
From vehicle decals to uniform design, we’ve done it all for you.
We are creating a national network of
[coffee etc] affiliates, each one of whom has the goal of gaining a business
edge through quality, consistency and image. If this business concept appeals to
you, we hope you’ll jump on board. We are introducing the [coffee etc] program
at the NBPA, WNAMA and NAMA shows, but if you can’t make the shows or want
specific details about the program right now, please call us for more
information today: 1-800-486-1198.
Spotlight on Heritage Canada's Long Time Broker -- Tony
Gurski
Tony Gurski is in good company with
many of the successful coffee veterans across Canada. His years in the business
are a testament to his passion for coffee, people and the venerable profession
of sales. Tony has been a broker for Heritage Coffee for almost as long as
Heritage has been in existence. His contributions to the success of the company
continue to be fueled by his eternal optimism, and an uncanny ability to build
business relationships to mutual gain.
After leaving the Royal Canadian Navy
in 1968, Tony embarked on a coffee odyssey that has lasted to this day. Hired on
in Vancouver as a salesman by Pell’s Restaurant Supply, Tony’s acumen as a
salesperson shone through. By 1969 he had been made manager of the Pell’s
branch in Calgary.
In that same year, Pell’s was
purchased by Stuart’s Branded Coffee (later named Goodhost Foods Ltd.), a
national company with roasting plants in Montreal, Toronto and Vancouver. Tony’s
talent for sales and seeing the big picture soon got him promoted to the head
office in Toronto where he was put in charge of developing the company’s
allied products programme. As food sales manager, working with over 30 coffee
salesmen throughout the country, Tony helped build the company into Canada’s
largest foodservice coffee roaster. He was also active in building the company’s
national account programme.
Tony maintained his position with
Goodhost until 1983 when he launched his own brokerage company. Thomas Wolfe
wrote “You Can’t Come Home Again,” and Tony Gurski wrote “Yes You Can!”
With the newly formed Heritage Coffee Co. comprised of former Goodhost employees
and the return of Stuart Daw to the Canadian coffee market in 1984, Tony wasted
no time in doing what Tony does best, and still does…sell coffee.
NEW IN ’03 • Flavors for All Occasions (US Orders)
Our holiday coffee program was wildly
successful this past year and we have had requests from several clients for more
of the same throughout the year. We will now be packaging specialty flavored
coffees for a number of special occasions all year long.
Use these specials to capture more
novelty type coffee sales, or to give your clients a bonus treat, as a reminder
of how much more attention you give them than your competition does. We can help
you add a little marketing sizzle to your coffee offerings this year. We will
even pack one bag of these coffees in each of your private labeled cases upon
request.
Here is the list of special days and
coffees:
Valentine’s Day • February 14
Chocolate Cherry
Special red packaging
Order by January 25
St. Patrick’s Day • March 17
Irish Creme
Special green packaging
Order by February 25
Easter • April 20
Chocolate Bunny Blend
Pastel colored packaging
Order by March 31
Mother’s Day • May 10
Mother’s Day Cake
Pastel colored packaging
Order by April 20
Father’s Day • June 15
French Roast
Order by May 24
Independence Day • July 4
Independence Blend
Red and white packaging
Order by June 15
Halloween • October 31
Caramel Apples
Order by October 13
Thanksgiving • November 27
Pumpkin Pie
Order by November 4
Christmas • December 25
Pumpkin Pie • Candy Cane • Santa’s Surprise
Cinnamon Snaps • Holiday Cordial • Butter Rum
Red and green packaging
Order by November 30
Showtime!
Southern Heritage is always
finding new, exciting ways to serve our customers and we invite you to get a “jump
start” on the action by visiting our booth at these upcoming industry shows.
We can be found in:
-
Atlantic
City on February 27th and 28th
at the NBPA show
BOOTH 210
-
Las
Vegas for the Spring NAMA show
March 27th through the 29th
BOOTH 908
-
Washington,
DC in October for NAMA
Please support these shows as they are
only as successful as we all make them and great value can be found at each. We
look forward to seeing you at one or all of them.
|
