When I'm looking at purchasing a bag of coffee from a shop outside my own, I usually look for a recent (not yesterday) roast date
It's your business. What do you want your customers to know about your coffee?
Forget what other industry people think. It's not their coffee.
Do consumers really care about:
The farm name:
If we have a smaller lot we make mention of it on the bag.
Always a must for us.
After a long debate, we went with packaging that you are able to see the beans in, and that seems to work better than anything else. We may make mention of its roast in a brief description, but that is not 100% guaranteed for us.
Fancily worded flavor profile:
I don't know about fancy, but yeah sure we do that.
Proper brewing instructions:
A huge must for us, hopefully the attached pic shows what we did.
Just where the product was "made."
these images are not for the same front and back fyi, and ignore the typo at the bottom as this is an older image
I wasn't suggesting that the discussion stop. I was merely giving my opinion just like everyone else.
From a consumers point of view, what information is important to you when buying a bag of coffee.
I agree with you that it is a personal form of communication between roaster and consumer. And, what "industry" people look for will be quite different than what consumers understand and what influences their buying decision.
Jason Haeger said:I wasn't suggesting that the discussion stop. I was merely giving my opinion just like everyone else.
I used to put roast level as part of the bag information but don't anymore. May again in the future, but choose not to for a few reasons. One reason in particular is the ambiguity of roast level. Not just in agreeing on terminology meaning like City, City+ or Light, Medium etc. and what actually mean short of Agtron measurement, but the same coffee can be roasted to the exact same drop temp in the exact same length of time but with strikingly different profiles to yield very different cups. To illustrate this very point and educate customers on just how much the roast profile effects the bean we are releasing an interesting Natural Process Costa Rica as a roast profile pairing, two 1/2lbs sold only together as a pound pairing. Both will be City+, both same roast time, and I guarantee two uniquely different cups.
We are striving to be a coffee company that doesn't target the lowest common customer denominators or their possible current level of uneducated understanding. Someone new asks for our darkest roast, education begins with explaining our darkest roast is our Vienna Roast Blend of Central and Indonesian Arabicas. Vienna roast the lightest of the considered as "dark roasts" with the barest few droplets of oil at end of roast rather than the coffees oils being forced out of the bean causing a sheen and roast notes totally eclipsing an varietal character. Another coffee on the darker side is currently a Full City Plus roasted Sumatra Manggala Gaya with rich wet forest earth and spice notes in the cup. Some people really like our Vienna/Light French roasted Monsooned Malabar, others hate it. It's a very unique coffee from India left in open warehouses letting the Monsoon Season winds blow across the bags creating a deep brooding cup reminincent of what our fore fathers experienced when coffees traversed the oceans on sailing ships. It's about dialoguing... And if someone really wants a dark French roast (other than Monsooned Malabar which does not loose it's unique character at a light French, but rather needs it to tame it!) we let them know we can do a special order French Roast for them no problem, 5# minimun.
But the vast majority of our coffees sold never touch 2nd....dark roasts need not apply:)