Innovation Continues to Drive 80-Year-Old White Coffee
By Lorrie Baumann
White Coffee‘s newest coffee blend celebrates the company’s 80th anniversary, but even as the company celebrates its past, Executive Vice President Jonathan White, a third-generation member of the family that started White Coffee in 1939, is looking forward to a future that builds on the company’s history of innovation. Fourscore Blend, a specialty, medium-roast blend, was greeted enthusiastically on its launch at the Winter Fancy Food Show, and the company is planning to release several more new products, potentially including ready-to-drink options, over the course of 2019.
“There are multiple concepts, and we’re looking at both foodservice and retail applications — that’s for sure,” White said. “If we proceed with a ready-to-drink product, we won’t to come to market if it’s another very-similar version of an already-available ready-to-drink product. It’s got to have excellent quality, value and really unique taste and characteristics. And we wouldn’t bring it to the marketplace until we’re ready to deliver all of that.”
As the company plans all of its new concepts, its developers are leaning on a history of innovation that includes licensing deals that pair White Coffee quality with names like Kahlua, Entenmann’s, Jim Beam and the “Frozen” franchise as well as pioneering with the BioCup[TM], an environmentally-friendly way to package single-serve coffee. “We think that there are untapped opportunities,” White said. “We think that people are looking for something different that tastes great, that’s well packaged. That could be sustainability, healthy eating, contemporary flavor profiles or a combination of all those things. How you combine those can be unique. We use those standards for every product that we do.”
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“I think people, more than ever before, are shopping not only with their taste buds but with their eyes, hearts and brains,” he continued. “A truly successful product, be it coffee or chocolate, has to be something that can reach people at all those levels.”
For a truly successful product, the package must not only include the product that’s identified on the label, it must communicate that it’s wrapped around the values that consumers bring to the marketplace, White said. “People have certain aspirational goals when they buy something,” he said. “They may want to feel that they’re consuming food and beverages with certain qualities. They may want to send a message.”
Those growing consumer expectations are driving food producers, including White Coffee, to rise to meet them, and companies that can’t or won’t do that aren’t going to be doing business with conscientious retailers for very long, White said. “We’re in the business of hearing what people want. The marketplace in general demands this…. When I started in this business 28 years ago, vendors didn’t have to be as good. You made product — it was pretty good; it was packaged pretty good, and more often than not, it was okay,” he said. “Now we have to sell really great stuff…. We sold really good stuff then. Now we have to sell really great stuff.”
National Coffee Association Seeks 2019 Origin Charity of the Year
The National Coffee Association is taking applications for its 2019 NCA Origin Charity of the Year Award. Applications are due by Monday, December 10, 2018 with the winners to be announced on Friday, March 8, 2019 at the NCA 2019 Annual Convention, at The Westin Peachtree Plaza Hotel, Atlanta, Georgia.
The NCA Coffee Gives Back Program is designed to highlight charities dedicated to supporting coffee communities.
The program is comprised of two parts:
The NCA Coffee Gives Back Showcase highlights eligible coffee-related charitable organizations for their commitment to bettering the lives of producers, their families, and communities at origin by:
- Showcasing their organization’s work and accomplishments
- Raising the organization’s profile and public image
- Increasing awareness of their organization and brand
- Providing opportunities to attract donations
- Heightening their visibility by being associated with the industry’s leading trade organization
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The 2019 NCA Origin Charity of the Year Award will recognize a coffee-related charitable organization that has demonstrated strategic, innovative, and implementation excellence. It will be publicly presented at the NCA Annual Convention 2019.
Visit the NCA’s website to download rules for the award and application.
White Coffee Pours on Innovation, Customer Service
By Lorrie Baumann
Tremendous competition in the coffee space means that the retailer most likely to succeed is nimble, aware of the trends moving the market and partnered with a purveyor who possesses those same attributes along with an appetite for innovation, says Jonathan White of White Coffee.
He’s a third-generation member of the family that started White Coffee in 1939, when David White started selling coffee to foodservice companies. His mother, Carole, is the company’s current President and the woman who makes it the woman-owned company it is today.
Jonathan White is the company’s Executive Vice President, to the extent that titles ever actually mean very much in a company that’s as much family as business. “It’s important for retailers to seek out a coffee solution provider that’s nimble and creative enough to meet the demands of consumers,” he said.
White Coffee is meeting that standard with proprietary packages and products such as its trademarked Bio-Cup™, the environmentally friendly way to enjoy one cup of coffee convenience. The BioCup is both compostable and biodegradable, with 90 percent degradation after six months. Combined with White Coffee’s best coffees, BioCup provides superior quality in an environmentally friendly, convenient platform. White Coffee’s facilities are rated at SQF Level 3, assuring customers that they can assure their customers that White Coffee delivers both quality and safety of the highest order, White said.
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White’s Coffee serves a broad range of retail channels, including mass market stores, club stores and specialty shops, providing insights and best practices from all of those channels to each customer and offering customers a wide range of resources to help sell – including training for sales staff in the field and meeting with department managers for tastings and demonstrations. “Our job is to make it easy for them to sell a lot of coffee,” White said.
Along with those advantages, White Coffee also offers great customization and flexibility, so that the company’s customers can enjoy the opportunity to modify White Coffee products – even those produced under license from another brand – into a product that’s unique. K-cup boxes can range from 10 to 100 pieces and Nespresso-compatible capsules are also available. Coffee bags can range from 1.5 ounces to 3 pounds, and any of those packages can incorporate the licensed brand names to create the product that’s the perfect blend of customization, convenience, quality and flavor to distinguish a retailer’s product assortment from that of competitors, even within the mass market.
At the same time, White Coffee has been a pioneer in specialty coffee for 40 years, selling single-origin premium coffee brands since long before third-wave coffee shops made those trendy. White Coffee’s Ethiopia Yargacheffe, for instance, represents the finest Ethiopian coffee. Sourced from the mountains of southeastern Ethiopia, it possesses unique sweetness and fruitiness with floral flavors and winey characteristics with a light, smooth body. White Coffee’s Brazil Bourbon Santos, one of the finest coffees grown in Brazil, comes from the Bourbon variety of coffee tree and has a sweet flavor with medium acidity and strong aroma. There’s even a certified organic choice from White Coffee: its Organic Rainforest Blend.
In addition to its range of coffee varieties and blends, White Coffee has added multiple packaging lines to its range within the past couple of years, including hot chocolate products offered in K-cups, tins and single-serving envelopes. “We love the coffee business,” White said. “We know it’s one of the first things people count on every morning, and one of the things they end their day with. Coffee is a vehicle for friends and family to be together, and we want to contribute a great product for them.”
