When we introduced Organikos coffees early last month at the two Authentica shops in Costa Rica, we were conscious that single estate coffees, highly prized among aficionados around the world, have not been visible in the country where they are grown. The names of regions are more recognizable thanks to big coffee retailers like Starbucks who have promoted them. So we included the region of origin on the single estate labels. We offer three estates now, and will add more after the next harvest.
We also offer three single origin coffees. These three were chosen because the regions are widely considered by coffee experts to have the most consistent quality, year after year. The beans chosen for these single origin blends are from a mix of farms that, taken together, are best representative of the characteristics the region is known for.
Cupping notes on all these later. For now, a puzzle. The name of the coffee company, Organikos, harkens to an older and broader set of meanings related to the word organic. Not strictly the certification for all-natural food production, but a wider selection of good outcomes. We chose only one certified-organic coffee among our twelve coffee offerings. It happens to be from one of the less well known regions, Brunca, in the south bordering Panama. To our surprise, this has been our top-selling coffee so far. We promoted it only as organic, but it is also a single estate (Hacienda La Amistad).
It is not surprising that organic coffee sells well, but it is puzzling to me that it outsells by such a large margin a certified fair trade coffee from Costa Rica’s most recognizable region of origin. Not to mention that this fair trade coffee is produced by one of the country’s most respected cooperatives.
First and foremost, we have been developing Organikos to offer “taste of place” coffees so that you can sense the amazing diversity of Costa Rica on the palate.
The commitment of Organikos to invest 100% of its profits in conservation is no less important, but this is clearly going to be a bi-product of offering the best taste of place options. This is the puzzle I will be working on going in to the holiday season, which coincides with coffee harvest in Costa Rica, which also coincides with the time when more travelers will be visiting the country. So sales data will be one element in the puzzle-solving.