“The Adventure of Coffee"

To help communicate this identity,

we’ve produced a series of brochures on different aspects of how we look at what we do.

Brochure #1

What’s “trust” got to do with Coffee?!

“Regular” Coffee? No thanks!

The only thing “regular” about Global to Local coffees is that they’re EXTRAORDINARY, which by the way means “more than ordinary”. In fact we call them “remarkable” in that our coffees evoke comments about their distinct characteristics, something impossible with “bad” coffee.

We’re rolling our business plan dice on “In Coffee Excellence We Trust” to attract and keep a customer base, so we’re not interested in ordinary or “regular”.

Instead, we shop the world for special green beans and we roast them in various ways to find the special traits that make certain coffees special, different, interesting, standouts, even exciting.

We’re not interested in “regular” same old, one size fits all, non- descript, flat, stale, quality coffee…

..,And which, by the way is likely to be “blended” ie. Diluted with all manner of stuff, ranging from cheap old coffee. including robusta, the anti rain forest/bird variety, to “triage coffee” which is the debris left on the coffee mill floor (“run of the mill”) including stones and other non coffee substances. “Caffeine with (out) flavor”.

That’s why we also call our coffees “for the 21^st Century’, meaning a new consciousness around coffee consistent with socially aware business.

Coffee--Nothing to be trifled with!

Let's face it, coffee is a huge "high-risk, high-gain" force in our wild times. Nothing to be trifled with!

Coffee at its best is one of the world's marvels, On the other hand, sad to say, if coffee isn't handled appropriately, it can be anywhere from bad to disastrous. Not only for individual people but for the planet's survival.

Coffee & Global Warming

That's because coffee, as “the 2nd largest legally traded commodity in the world” is such a huge player in Global Warming and so, in the survival of the planet and all of us planet residents – plant, animal and humans!

With such high stakes spread out over such a vast terrain, coffee trustworthiness is nothing to take for granted, as either a given or, in the opposite extreme, as impossible to come by.

AND ALL THIS WHETHER OR NOT YOU'RE A COFFEE DRINKER!

So it's important in many ways that you can trust Global To Local™ to be fully cognizant of, and therefore that we're respectful of, the virtually transcendental quality of coffee in all its many complex aspects-- and as a result, to be always striving to conduct our business accordingly.

The range of coffee includes the body-mind senses and functioning…

…as well as the geopolitical and macroeconomic….

“Robusta”?!

What is “bad” coffee and why?

Just as “Good” coffee is one of Life’s grander encounters and quality of life enhancements, “Bad” coffee is not just aesthetically disgusting; it can also be dangerously unhealthful for both the human body and the survival of the planet. Robusta is the outstanding, although hardly the only, case in point.

(“Robusta” is a coffee plant bred by our own government’s USAID to increase coffee production—which it did. BUT since it requires full sun exposure, huge tracts of rain forest around the world were torn down to accommodate this “full sun” Robusta..

Robusta also requires lots of chemical fertilizers for its high yields, AND it has more caffeine than the traditional Arabica, which grows under the canope of the forest.

Robusta is typically bitter, a nasty package all in all.

So the ultimate global coffee war between Good Coffee and Bad Coffee could be considered the competition of Arabica vs. Robusta…

Arabica—The Good Stuff

…Since Arabica helps preserve and expand rain forest while Robusta helps destroy rain forest, bird habitats and hence, is a major contributor to the ultimate planet killer, Global Warming.

Ominously a recent glut of Robusta from Brazil and Vietnam threatened the survival of Arabica and hence Good Coffee by driving down coffee prices below what small poor farmers could live on, ie., below their cost of production. The jury’s still out on how much damage this has done to the survival of Good Coffee.)

As we enter what many believe may be one of the most, perhaps even the last, critically portentous decades in the history of humanity and the planet/life on earth and the earth itself, coffee you can trust needs ipso facto to be a key element in any equation we come up with that has a prayer of a chance for our survival.

In light of all this, we chose this slogan "In Coffee Excellence We Trust" to give our company identity around both clarity and honesty.

These are important to us and we think our present customers and future ones as well.

That’s because there’s a lot of hype around coffee. Since most people who try our coffees do find them superior to most others, we believe in telling the truth and using information for marketing.

And that’s because we believe the more knowledgeable customers are, the more they’ll appreciate how and why GTL coffees are special even amid a world of Starbucks and Green Mountain Newman’s Own at McDonald's.

Which is where the idea for “In Coffee Excellence We Trust” comes from: with all the noise around coffee, much of it virtually meaningless and or solely for the purpose of advertising, (which some might call “manipulation”) trustworthy information is still in very short supply, even while many of us dealing with coffee, even most of us self-reporting more sophisticated folks, often have no clue how little we know about this highly complex phenomenon which also happens to be this enormous global business.

And which is why savant George Howell contends that Americans’ coffee knowledge is about the same as where we were around wine in the 60’s.

“Trustworthy” in the sense that we strive to use the most meaningful information to communicate to our customers what they’re getting for their money, and how and why we make our decisions about what we choose and choose not to bring to them as our customers.

Freshness“—a “Trustworthiness-trigger” trait

One of the “Trustworthiness-trigger” traits we’ve become most interested in around being “Coffee Excellence” you can count on is freshness. That’s because the fresher the better, and conversely, the staler the worse.

If you can trust the coffee you’re experiencing to be as fresh as possible, (with more than a little help from your friend the coffee roaster!) you’ll know that you’re experiencing the true “origin traits” of that coffee. Which is what true coffee afficionados are always looking for.

This in turn allows GTL customers to be discriminating in their choices around coffees, some of which are about personal preference such as roast darkness, fullness of flavor, amount of caffeine, method of brewing, medical and psychological impacts, preferred countries and regions, and social impacts…

Here’s this virtually supernatural substance, which is capable of rising to the extraordinary heights and possessing amazing depth given its 800 chemical…

..And here come us contemporary mass production mortals who proceed so much of it to virtual nothingness! How human at its worst!

But then there’s getting it that coffee can really soar to uniqueness—if only we who transform green coffee to roasted coffee get all this and go for it.

Is that Coffee Excellence or what?

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