"Brand Criteria"...

FreshCoffee2

It was mentioned in a reply to another topic that the next step to be taken by some coffee companies will be to introduce a "Brand Criteria", where potential or existing cafes will be given a criteria rating and if they dont meet it, use of the brand will either not be allowed or, the brand will be withdrawn.

My understanding is that this has to do with the quality or standard of brew produced by the particular cafe.

Many, including some of the largest turnover cafe clients would not meet such criteria, or atleast not without implementation of an ongoing training program and proper ongoing follow up program.

I dont know anyone (whether they be a coffee business or other business) in their right mind who would pull the pin on potential or existing income on the basis of such idealistic elitism.

In addition, I wonder who would be expected to pay for the extra costs resulting from the increase in training and follow up programmes that would be required?

So I wonder if this idea has real merit, or is it just another publicity stunt designed to increase the hype value in coffee.

Your comments would be appreciated.

ristretto

The day a coffee company pulls it's business from a good account is the day: pigs fly men understand women hell freezes over I win lotto politicians become honest mulitnationals do something good for society etc etc Coffee companies exist to return money to shareholders not take it away. Ristretto  8)

FreshCoffee2

I really like the bits about men understanding women, and politicians becoming honest, they're priceless!

paddy

It is a shame that in the past one of the leading coffee roasters and distributor in Sydney, have used their stunningly beautifully and well appointed training centre as a show piece for the Media or a pretigious 3 hat resturant owner (Sydney morning herald - Good food Guide) or a member to the 'Food Media Group'. Unfortunately if you were Joe Blow, it would be almost impossible to book into the hands on training. Such a shame dont you think - because if you really love something you love it with a passion and you would want to share that passion skills and knowledge with anyone that is remotely interested It almost makes me weep as much as bad coffee in beautiful locations with friendly & happy staff. Ive heard that the training centre has been closed...as the distributor in now concentrating on importing Gelato from Italy. Funny dont you think when the importance of the freshness of locally manufactured produce was that organisations mantra for so long! Enough of my whinging