Question … Is freshness important in coffee? Short answer – YES - and I think everyone would agree.
Next question … How is that freshness implemented in the marketplace? Many do this with words on signs. Freshest coffee in town, Freshness is what we are all about, and so on. Signage is important, but you need a bigger plan …
1st - new crop purchasing of green beans.
2nd - roast the beans only upon order.
3rd - never overstock the warehouse or back room. It is in this third step when our favorite phrases, “less is more” and “in the store and out the door”, really mean something!!
4th - resist overstocking based on incentive pricing - A good supplier should gladly restock your shelves at sale price.
Freshness creates a WOW factor and steady movement of the product.