Coffee Crisis: Demand And Prices Go Up As Production Goes Down
Jul18

Coffee Crisis: Demand And Prices Go Up As Production Goes Down

There’s no doubt that the world is full of coffee-lovers. More coffee was harvested last year than ever before and some projections estimate that global coffee demand could double by 2050. Even nations that have traditionally been more inclined to consume tea, such as China and Japan, now also have thriving coffee cultures. This caffeinated boom is partially a result of a culture that is placing more value on the artistry of baristas and the range in flavor of coffee beans. It’s also arisen from the wider variety of coffee types now available. Over 50 years ago, coffee outlets of the twentieth century began selling chilled options. Since then, coffee menus everywhere have featured an increasingly wide variety of drinks. The issue with this coffee boom is that by 2050, the same year demand is supposed to double, about half of the Earth’s land suitable for growing coffee will no longer be viable for farming it. Just as a changing climate and rapid urbanization reduced the Everglades that once covered nearly 11,000 square miles in South Florida, areas for coffee cultivation around the world are rapidly diminishing. This leaves those in the business of producing coffee with the seemingly impossible task of growing twice the coffee with half of the land. “We’re going to have less coffee, higher prices and coffee that is less differentiated in taste and lower on the quality scale. If everybody is okay with the fact that we are going to be paying $10 to $15 a cup for crappy coffee in thirty years, that’s fine,” said Dr. Tim Schilling, founder of the nonprofit organization World Coffee Research (WCR) and the newly appointed head of WCR Europe. Fortunately, the coffee producers of the world have a few plans on how to overcome this coffee crisis. One of these plans is the creation of the F1 hybrid. The WCR has identified specific strings of molecular and genetic code in certain coffee varieties that indicate crop yield, disease resistance, high cup quality, and more. All of these characteristics help the organization choose the two parents with the most biologically diverse DNA set. From this careful breeding, they’ve created the modern F1, which grows quickly, is less susceptible to disease, and bears fruit a year earlier than normal. As growing this hybrid is neither easy nor cheap, other initiatives are in the works as well. On July 10 and 11, the second World Coffee Producers Forum took place in Campinas, Brazil. The first iteration of this forum took place in 2017 and since then it has maintained a focus on the wellbeing and prosperity of the millions of...

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Digital Marketing Trends of 2019

Small businesses understand that digital marketing is essential to grow their business. With an increased understanding on the impacts of digital marketing, there is more money being invested into this marketing tactic. We’ve reached out to the top digital marketing experts to ask them what SEO trends to expect in 2019. Backlink Like a Boss Andrew Fiore of Jupiter Web Design says, “Outreach and Guest Posting will be a big factor in ranking websites this year along with years to come.” Technical SEO “One of the most effective but overlooked SEO strategies for 2019 continues to be proper implementation of rel=”canonical”,” explains Jason Reece of ioCreative. “By optimizing your landing page strategy for SERPs, you can sculpt cornerstone content to propel the user’s journey. And if you want a better landing page presence, employ a page-by-page taxonomy and reduce the number of self-referring URLs. Google will reward you!” Intuitive Client Experiences “Contextual Commerce. We’ll see a lot of it in the coming years. Your smart speakers are just the beginning,” describes Ramon Helwegen of ecomstream. “Have a look at WeChat in China and see what shoppable content really means. Intuitive client experiences and frictionless payments.” Invest in Schema Since major search providers collaborated on Schema standards in 2011, the protocol has offered marketers many short-term benefits. Rich results help smaller sites stand out in SERPs, offering higher click-through-rates and end-users are able to quickly judge more information than ever in results,” says Matthew Banes of Williams Commerce. “Schema carries different implications long-term. Search is diversifying from the familiar ‘Query>Result>Visit’ standards. Increasingly a mixture of voice recognition, smart-devices, and machine-learning recommendations process information, bookings & transactions for with a site visit, or even a screen-view. These systems must understand data in semantic terms to avoid irrelevancy, and while the future of search is uncertain, Schema is one way of ensuring you’re a part of it.” User Intent Optimization “The most effective SEO strategies for 2019 would have to be user intent optimization,” describes Angelo Frisina of Sunlight Media. “It’s important to keep your audience foremost in your thoughts and understand the context of your chosen keywords. What are users really looking for when they search certain terms? That’s user intent… So how can you align SEO and user intent to increase your organic rankings? Start with your marketing persona. To truly understand what your audience wants, you have to understand who your audience is. If you are a home decor website, whether retail or content-driven, you have to determine whether your audience is made up of men or women, Gen Z or baby boomers, urban or rural dwellers, or the many possibilities in between. This...

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Beauty Brand Adopts Innovative Return Model To Reduce Waste
Jul02

Beauty Brand Adopts Innovative Return Model To Reduce Waste

The modern delivery system allows consumers to order goods and return them with a convenience unheard of in eras past. While this process makes goods much more accessible to people around the country, or even the world, it also creates a major problem in regards to sustainability. Estimates put the number of retail returns that end up in landfills at about 5 billion pounds. Much of this waste comes from companies that cannot reuse returned products, such as those in the beauty industry. While 82% of women feel that wearing makeup causes them to feel more self-confident, not every product works for every person. With computer screens often distorting the true color of a foundation or lipstick, many buyers of beauty products find themselves with goods that they love less in person. Companies are then left with returned products that may have just been used once, but no longer meet the standards of hygiene for resale. One beauty brand is ready to flip the script on the industry’s waste problem. 100% Pure already prides itself on being a clean beauty brand, but now it can add a more sustainable return model to its resume of innovative operations. The beauty company is partnering with San Francisco-based Returnly to implement a seemingly simple alternative to the traditional return process. When customers wish to return a product, 100% Pure will offer them the option to keep it for free and to receive store credit for a different product instead. When you think about it, it’s like a work of art (40% of which is American in most major collections). According to Eduardo Vilar, the CEO of Returnly, these exchanges are named Green Returns™ and allow companies that value sustainability to put both their customers and the planet at the forefront of their practices. The company is able to make this process a possibility for companies by using underwriting that leverages proprietary behavioral shopper data and the business rules of the brand. This combination allows Returnly to make real-time policy decisions to ensure the most convenient experience for the customer while minimizing the company’s environmental impact and improving its operational efficiency. Vilar admits that Green Returns won’t work for every industry, especially ones that sell high-value items. But much like fixing a leaky faucet to save over 1,661 gallons of water every year, putting a stopper in the return waste of certain industries is essential in reducing excess resources. If hygiene-conscious industries such as beauty lingerie make an effort to lower their inevitable waste, there will be that much less in our landfills. This return model can also be effective for brands to...

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