Key Messages:
- Regenerative Organic Certified Coffee (ROC) is the future of coffee farming
- Climate change has become a threat as it keeps increasing and conventional coffee farming faces significant challenges, including soil degradation, deforestation, and biodiversity loss. ROC ensures a more resilient future which uses forming practices that restore soil health and promotes a better environment for biodiversity. This eliminates harmful synthetic chemicals that help the community to grow even healthier. The forming method creates a self-sustainable ecosystem that not only improves the quality of the coffee but also benefits the environment and the communities that cultivate it.
- Choosing ROC coffee supports coffee farmers and their communities
- Agriculture is facing economic instability, especially among coffee farmers due to the fluctuating coffee prices and the extreme weather conditions that favor labor practices. The ROC certification ensures that farmers receive their wages, who work under ethical conditions, and cultivate coffee by using sustainable methods that enhance the long-term productivity. My purchasing our coffee consumers will contribute to the financial sustainability and the well-being of farmers and their families. This is an empowering investment that will improve farming techniques and the Community development
- Agriculture is facing economic instability, especially among coffee farmers due to the fluctuating coffee prices and the extreme weather conditions that favor labor practices. The ROC certification ensures that farmers receive their wages, who work under ethical conditions, and cultivate coffee by using sustainable methods that enhance the long-term productivity. My purchasing our coffee consumers will contribute to the financial sustainability and the well-being of farmers and their families. This is an empowering investment that will improve farming techniques and the Community development
- Regenerative organic farming is superior to coffee quality
- Regenerative organic coffee is often grown using only traditional shade ground methods, this slow process makes the coffee cherries and hands their flavor. The result is a more complex yet richer tasting coffee that stands out in quality compared to conventional grown coffee. This allows coffee plants to grow in harmony with the native forest and animals. Regenerative practices also create a balance in the ecosystem that naturally controls pests that reduce the need for chemical solutions and maintain the health of coffee plants, and future harvests.
- Regenerative organic coffee is often grown using only traditional shade ground methods, this slow process makes the coffee cherries and hands their flavor. The result is a more complex yet richer tasting coffee that stands out in quality compared to conventional grown coffee. This allows coffee plants to grow in harmony with the native forest and animals. Regenerative practices also create a balance in the ecosystem that naturally controls pests that reduce the need for chemical solutions and maintain the health of coffee plants, and future harvests.
- Consumers have the power to drive change.
- With every purchase that a customer makes, it has a huge impact on global supply chains, environmental health, and forming communities. By choosing ROC coffee consumers actively support forming practices that contribute to soil regeneration, carbon sequestration, and biodiversity conservation. This awareness and education, consumers can help shift the coffee industry towards a more sustainable future and fair treatment to Farmers while still having the high-quality coffee for every morning sip.
Target Audience(s):
- Environmentally Conscious Consumers
- These consumers will prioritize sustainability and ethical sourcing while reducing their carbon footprint.
- These consumers will prioritize sustainability and ethical sourcing while reducing their carbon footprint.
- Coffee Enthusiasts & Specialty Coffee Drinkers
- This audience value is a high quality and taste of the coffee and will always be on the lookout for new exciting coffee experiences. They will purchase this coffee in order to experience the craftsmanship behind the forming of the coffee beans.
- This audience value is a high quality and taste of the coffee and will always be on the lookout for new exciting coffee experiences. They will purchase this coffee in order to experience the craftsmanship behind the forming of the coffee beans.
- Retailers & Café Owners
- Businesses in the coffee industry can play a crucial role in promoting ROC coffee to customers by partnering with retailers and cafes, we can increase the visibility and educate retailers and staff on how to be more sustainable and fair to the farmers. By providing a good marketing materials training session and promotional initiatives this will encourage more businesses to adopt an advocate for regenerative organic coffee beans.
- Businesses in the coffee industry can play a crucial role in promoting ROC coffee to customers by partnering with retailers and cafes, we can increase the visibility and educate retailers and staff on how to be more sustainable and fair to the farmers. By providing a good marketing materials training session and promotional initiatives this will encourage more businesses to adopt an advocate for regenerative organic coffee beans.
- Media & Influencers
- Social media influencers and big celebrities are the way to go to promote the sustainability team. The ideal influencer is the one who follows sustainability, and food bloggers and journalists that have a strong influence on customer behavior. By partnering with these figures to share compelling stories about their experience trying regenerative farming coffee beans, and some farmer testimonials will help spread awareness.
Channels and Tactics to Promote the Initiative:
1. Digital & Social Media Marketing:
- Social Media Campaigns (Instagram, Facebook, TikTok,)
- In social media campaigns, we will consider Instagram, Facebook, and TikTok. Engaging content such as former interviews, behind the scenes footage and educational posts will be shared and highlight the importance of ROC coffee. and Instagram contents like polls, quizzes, and Q&A sessions can also drive audience participation.
- In social media campaigns, we will consider Instagram, Facebook, and TikTok. Engaging content such as former interviews, behind the scenes footage and educational posts will be shared and highlight the importance of ROC coffee. and Instagram contents like polls, quizzes, and Q&A sessions can also drive audience participation.
- Hashtag Campaign
- A dedicated hashtag strategy will be encouraged. Hashtags like #RegenerativeCoffee #ROCCertified #BetterCupBetterPlanet.
2. Website & Content Marketing:
- Updated the Webpage on Salt Spring Coffee’s Website
- ROC information, including farm stories, sustainability facts, and product details, will provide an informative resource for consumers.
- ROC information, including farm stories, sustainability facts, and product details, will provide an informative resource for consumers.
- Official Blog Series
- Articles retained by farmers and people who work at Salt Spring coffee, exploring topics such as climate change, regenerative farming benefits, and former testimonials, will drive organic traffic and educate readers.
3. Public Relations & Media Outreach:
- Press Releases.
- Official announcement about the new coffee product, partnerships, and events will be sent to sustainability and food media outlets.
- Official announcement about the new coffee product, partnerships, and events will be sent to sustainability and food media outlets.
- Feature Stories & Interviews
- Exclusive interviews with the founders and former will highlight The Human Side of the company, making it more relatable and compelling for the audience.
- Exclusive interviews with the founders and former will highlight The Human Side of the company, making it more relatable and compelling for the audience.
- Participation in Industry Events
- Engaging with industry leaders at Coffee expos and sustainability conferences will give a better position as a Pioneer in regenerative agriculture
4. Community Engagement & Events:
- Tasting Events & Coffee Workshops
- Hosting in-person and virtual tasting events will allow consumers to experience the difference in regenerative agriculture, especially in coffee beans, in person while learning about its impact. This will open up the audience’s mind about the topic and will be more likely to purchase our product in the future.
- Hosting in-person and virtual tasting events will allow consumers to experience the difference in regenerative agriculture, especially in coffee beans, in person while learning about its impact. This will open up the audience’s mind about the topic and will be more likely to purchase our product in the future.
- Webinars & Educational Sessions
- Workshops and webinars led by experts in sustainability and coffee production will be invited to discuss the benefits of generative forming specializing in coffee and its global significance. As well, having an expert in social studies and how this practice can benefit the community.
Proposed Evaluation Methods to Measure Campaign Success:
- Social Media Metrics:
- Hashtag usage, engagement rates, and campaign bridge will be more of an order to organize the effectiveness of online promotion. This will be by analyzing the views, comments, likes, and how many people join the live streaming session.
- Hashtag usage, engagement rates, and campaign bridge will be more of an order to organize the effectiveness of online promotion. This will be by analyzing the views, comments, likes, and how many people join the live streaming session.
- Website Analytics:
- Increases in traffic and time spent on the ROC of the webpage and blog interactions that will indicate the consumer’s interest and awareness.
- Increases in traffic and time spent on the ROC of the webpage and blog interactions that will indicate the consumer’s interest and awareness.
- Sales & Retail Data:
- Tracking the growth of ROC Coffee sales in different markets will also help us as a customer, to understand demand and product adoption.
- Tracking the growth of ROC Coffee sales in different markets will also help us as a customer, to understand demand and product adoption.
- Public Relations Impact:
- The article placements, the number of media mentions, and the influencer collaborations will be analyzed to measure the public relations impact and success.
- The article placements, the number of media mentions, and the influencer collaborations will be analyzed to measure the public relations impact and success.
- Consumer Feedback & Surveys:
- By gathering direct feedback from customers will help identify the areas of improvement and guide future marketing efforts. To collect the feedback and surface after each purchase, each consumer will have 15 days to post their feedback on the web page, and the best feedback will be collected points that can be used for future purchases.
Conclusion:
Salt Spring coffee has strength and consumer awareness. However, by implementing a strategic communication plan, the adoption of regenerative organic certified coffee will be more common and more acceptable across the country. A mix of digital outreach and retailer partnerships will help us educate our consumers and create educational campaigns that will make ROC coffee the preferred choice over every choice for sustainability-consciousness among consumers and businesses, ultimately driving positive environmental and social change in the coffee and farming industry.