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First Sip #24: 🌎 3 things I learned about the coffee industry this weekend

Nguyen Coffee Supply sent this email to their subscribers on October 11, 2022.

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NGUYEN FFFFFFFFFFFF
 o Ay NGUYEN 1 W SRNZHZER: WSS USRS I W ls 1 ERRCEA M Al s e zz:z,:z Sl 8 E : oy NGUvEN NGuYEN NGUYEN l

Hi nguyen-coffee-supply,

This past weekend, we activated our first *real* booth at the New York Coffee Festival. The last time we were there was 2019 when we rented a small table on the second floor. In 2019, we were the only company brewing 100% robusta coffee, and people either knew of robusta (and called it inferior) or had no idea at all. This year, our booth was proudly themed “Rolling With Robusta.” We had a skeeball game, brewed robusta coffee, and released new “Powered By Robusta” merch (coming to the website soon – here's the cream version!). Best of all, we had people coming up to our booth all weekend asking, “Are you brewing robusta? I want to try robusta.” WOW! The noticeable shift in consumer awareness and appreciation was humbling. 

Here are 3 things I learned about the coffee industry at New York Coffee Festival:

  1. The future is rooted in exploring underappreciated regions, varieties and cultures – and this includes robusta, as well as our friends working with their respective communities like Mighty Peace in Congo and Don Carvajal in the Dominican Republic.  
  2. Consumers are eager to find new experiences within coffee that can increase joy while delivering convenience. From new introductions like our Phin Filter to new technology like the Terra Kaffee TK-02, balancing new learnings with accessibility and approachability was a sweet spot for a majority of coffee drinkers. 
  3. Personalization > Purism. While standards within coffee will maintain for QC/QA purposes, at the consumer level, there’s less of a care for purism and mastery than there is for personalization – simply, how to make the most enjoyable cup for me! 

In addition to the learnings, the best part of this weekend was connecting with community. From our industry peers to our team to our supporters, it felt amazing to celebrate each other!

Cheers,
Sahra Nguyen
Founder

Morning Cup Reads

Study suggests the heart benefits from coffee — but the preparation method matters
A new study suggests the heart benefits from coffee — but the preparation method matters!
“The Field Is Open”: Ocean Vuong on Minari’s Lasting Cultural Legacy
“The Field Is Open”: Ocean Vuong on Minari’s Lasting Cultural Legacy
Banh mi and omakase join the dictionary. What it says about Asian cultural influence.
Banh mi and omakase join the dictionary. What does this say about Asian cultural influence?
Stone Skipping Is a Lost Art. Kurt Steiner Wants the World to Find It.
Stone skipping Is a lost art. One man wants the world to find it.

What We're Brewing On: Watch & Listen List

How to Feed NYC's Largest Middle School with Priya Krishna

How to Feed NYC's Largest Middle School with Priya Krishna

Why Ceremonial-Grade Matcha Is So Expensive INSIDER

Why Ceremonial-Grade Matcha Is So Expensive – hint: supply chain, labor, and a few other things come into the mix!

Thinking about Corporate Gifts?

 A1ddns 334100 NIANIN et P s adong out NGUYEN! COFFEE SUPPLY LI COFFEE SUPPLY NGUYE AlddNS 33410 S N % wo% R A o no 0. 3 P .h. - . COFFEE SUPPLY 7 ?,. o oF s oF o P "a

With holiday season approaching, now's the time to start planning out your gifts! Impress your clients or appreciate your coworkers with the gift of freshly roasted Vietnamese coffee and sustainable brew tools. Learn more about our Corporate Gifting here.

gift card nguyen coffee supply

To gear up for the holiday season, we're having a gift card sale all October! Stock up this month and save 15% on all gift cards for future purchases. No discount code needed – just add to cart for an automatic discount. Hot tip: this is a sweet hack to buy a gift card now, and use it on holiday gift shopping later! ;)

A Cup of Fuel

“Every story I create, creates me. I write to create myself.”
–Octavia E. Butler

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Text-only version of this email

NGUYEN FFFFFFFFFFFF o Ay NGUYEN 1 W SRNZHZER: WSS USRS I W ls 1 ERRCEA M Al s e zz:z,:z Sl 8 E : oy NGUvEN NGuYEN NGUYEN l Hi nguyen-coffee-supply, This past weekend, we activated our first *real* booth at the New York Coffee Festival. The last time we were there was 2019 when we rented a small table on the second floor. In 2019, we were the only company brewing 100% robusta coffee, and people either knew of robusta (and called it inferior) or had no idea at all. This year, our booth was proudly themed “Rolling With Robusta.” We had a skeeball game, brewed robusta coffee, and released new “Powered By Robusta” merch (coming to the website soon – here's the cream version!). Best of all, we had people coming up to our booth all weekend asking, “Are you brewing robusta? I want to try robusta.” WOW! The noticeable shift in consumer awareness and appreciation was humbling.  Here are 3 things I learned about the coffee industry at New York Coffee Festival: 1. The future is rooted in exploring underappreciated regions, varieties and cultures – and this includes robusta, as well as our friends working with their respective communities like Mighty Peace in Congo and Don Carvajal in the Dominican Republic.   2. Consumers are eager to find new experiences within coffee that can increase joy while delivering convenience. From new introductions like our Phin Filter to new technology like the Terra Kaffee TK-02, balancing new learnings with accessibility and approachability was a sweet spot for a majority of coffee drinkers.  3. Personalization > Purism. While standards within coffee will maintain for QC/QA purposes, at the consumer level, there’s less of a care for purism and mastery than there is for personalization – simply, how to make the most enjoyable cup for me!  In addition to the learnings, the best part of this weekend was connecting with community. From our industry peers to our team to our supporters, it felt amazing to celebrate each other! Cheers, Sahra Nguyen Founder MORNING CUP READS Study suggests the heart benefits from coffee — but the preparation method matters A new study suggests the heart benefits from coffee — but the preparation method matters! “The Field Is Open”: Ocean Vuong on Minari’s Lasting Cultural Legacy “The Field Is Open”: Ocean Vuong on Minari’s Lasting Cultural Legacy Banh mi and omakase join the dictionary. What it says about Asian cultural influence. Banh mi and omakase join the dictionary. What does this say about Asian cultural influence? Stone Skipping Is a Lost Art. Kurt Steiner Wants the World to Find It. Stone skipping Is a lost art. One man wants the world to find it. WHAT WE'RE BREWING ON: WATCH & LISTEN LIST How to Feed NYC's Largest Middle School with Priya Krishna How to Feed NYC's Largest Middle School with Priya Krishna Why Ceremonial-Grade Matcha Is So Expensive INSIDER Why Ceremonial-Grade Matcha Is So Expensive – hint: supply chain, labor, and a few other things come into the mix! THINKING ABOUT CORPORATE GIFTS? A1ddns 334100 NIANIN et P s adong out NGUYEN! COFFEE SUPPLY LI COFFEE SUPPLY NGUYE AlddNS 33410 S N % wo% R A o no 0. 3 P .h. - . COFFEE SUPPLY 7 ?,. o oF s oF o P "a With holiday season approaching, now's the time to start planning out your gifts! Impress your clients or appreciate your coworkers with the gift of freshly roasted Vietnamese coffee and sustainable brew tools. Learn more about our Corporate Gifting here. gift card nguyen coffee supply To gear up for the holiday season, we're having a gift card sale all October! Stock up this month and save 15% on all gift cards for future purchases. No discount code needed – just add to cart for an automatic discount. Hot tip: this is a sweet hack to buy a gift card now, and use it on holiday gift shopping later! ;) A CUP OF FUEL “Every story I create, creates me. I write to create myself.” –Octavia E. Butler Forward this email to a friend and tell them to sign up for our newsletter! Facebook Twitter Instagram Pinterest YouTube
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