More so than any product we’ve encountered, we’ve found that people really believe in coffee. We see this not only in that they seem to believe it can better their lives, but also in the ways in which they live their lives in relation to the brands, flavors and coffee producers that they love. It’s not how we’ve noticed that people will really do a great deal extra for a cup of coffee that they think is better - though we have noticed that - it’s the happiness we see people create in communities around coffee that we’re trying to take part in.
The Latinx community, in particular, comes to mind when we consider the industry in which we work, and with good reason. As it would happen, the Latinx community has a deep and rich, storied history when it comes to coffee. Though we could never do the entirety of this history justice within a single blog post, we’d be remiss not to begin by pointing out some of the countless, high-profile examples of coffee acting as a centerpiece within Latinx history.
Consider, for example, the remarkable rise over the past decade or so of third wave coffee shops, or coffee shops that treat and view coffee as a strictly artisanal product. Bolstered by growth within the Latinx community, specifically, these coffee shops have quickly become a mainstay of the craft beverage community in cities like Los Angeles, Portland and Chicago.
Of course, we need not even look to a specific brand to understand the close relationship between the global coffee market and the Latinx community – in fact, looking more generally may paint an even stronger picture. You may not have known that the majority of the coffee consumed worldwide is produced in Latin American countries, with both Arabica and Robusta coffee beans growing across the region.
We’ve seen few communities demonstrate as strong and ardent a commitment to building community around coffee as the Latinx community. In fact, we’ve found the Latinx community’s commitment to coffee so striking, and also one of our founders is a Mexicano-Americano, that we’ve decided to write our most recent blog post on how, exactly, the Latinx community and coffee interact, both in the United States and around the world. After all, when you believe in something - whether it’s great, delicious coffee or the power of a community influenced by it - you want to share it with others, right? So, sit back, pour yourself a cup of your favorite Mandela Coffee blend, and check out these interesting facts about coffee within the Latinx community.
Leading the Way in Coffee Consumption
You know that old adage: “I like ______ as much as the next guy” - well, as it turns out, you may not actually love coffee as much as the next guy. Thankfully, due to some outstanding research by the National Coffee Foundation, we’re actually able to gauge exactly who is drinking the most and least coffee. Our winners here, as you may have guessed, is the Latinx community.
The Market is Responding
You don’t have to go to business school to know that in business, you need to align the qualities of a product with the needs and desires of your target market. You need to fish where the fish are, so to say. With that in mind, the communities that tend to consume the most of a given product often end up having the largest say in the ways that the product in question is produced, marketed, sold and distributed.
You can probably see where we’re going with this one. Being the most strongly affiliated demographic within the coffee consuming community - at least according to the NCA study mentioned above - comes with a fair amount of influence. To that end, in fact, it has been reported that the emergence of price wars is beginning to take hold in the American coffee industry.
More to the point, we may begin to see a slightly more dramatic market response to this competition among coffee producers and distributors stateside, and it may be targeted at the Latinx community. As it stands now, the 55 million Latinx individuals living in the United States are directly responsible for roughly 12% of America’s gross domestic product – a figure of approximately $18.04 trillion dollars. As these individuals are increasingly responsible for the (arguably) largest share of coffee consumption among major demographics in the United States, brace yourself for a market response aimed at serving the needs of this community.
It’s Not Just the Coffee Industry
Perhaps the purest form of admiration we hold for the relationship that coffee plays within the Latinx community is outside of the coffee industry entirely. In fact, it could be nearly any other industry. Confused by that? Let’s slow it down.
As it stands, there are more than 50 million Latinx individuals in the United States, and they represent an ever-growing sector of the business world. According to Inc, it’s been speculated that the love of coffee held by the Latinx community may be, in part, responsible for the rising trend of meetings and other general business functions taking place in coffee shops or coffee-serving cafes, as opposed to in the traditional office spaces.
Mandela, Our Customers, and Coffee
Here at Mandela, we value the coffee drinking community as a whole. While we’ve taken the time here to profile some of the wonderful aspects of coffee within the Latinx community, we’d like to know the role that it plays in your life and your community, as well.
Do you have a story to share with us? Feel free to reach out at any time at email@example.com
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