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For coffee at Fortune
Fortune Coffee and TB Brown work closely together to tackle the challenges in the instant coffee market. Five of these themes are: taste, quality mark, trends, delivery and consistency. In a series of five blogs 'On coffee at Fortune Coffee', Jasper den Boer, Category Manager at Fortune Coffee, talks about his experience with TB Brown on these themes. In this first blog: the customer wants to choose.
TASTE: THE CUSTOMER WANTS A CHOICE
Imagine how many cups of coffee are made every day in shops, companies and institutions... So many people, so many wishes! How does Fortune Coffee ensure that every customer drinks exactly the cup of coffee he or she likes? An important factor in this success is their collaboration with TB Brown.
'If I want to sell coffee, I have to ensure that my customer likes it. But what is good coffee? Taste experience varies enormously per customer. Compared to the countries around us, in the Netherlands we like to drink coffee with a strong taste. Especially in the Randstad regions. We also see differences per sector. In the catering industry, for example, the need for a cappuccino or a latte is greater than in the construction world. And at a car company the taste can be spicier than at a school. '
Flavor profiles
'We ensure that the flavor profiles of our coffees are known. We involve a top-level Barista in this process. From this framework we know where a coffee is: dark roast with notes of chocolate? Or lighter roasted with more of a citrus flavor, for example. We know from experience which customer profile matches well with which type of coffee in our flavor range.'
Coffee culture
'Fortune Coffee has ten freeze-dried coffees in its range, no fewer than six of which come from TB Brown. TB Brown is a Dutch company, its roots lie in a country with a coffee culture. TB Brown knows the needs of the Dutch market very well. We see this in the flavor profiles they produce. Because we really focus on high quality, we only purchase instant coffee that has been freeze-dried. The taste is better than spray drying. TB Bruin, like us, focuses on quality and optimizing the taste experience. And as far as I'm concerned, that is the foundation of our collaboration.'