One of my first lessons in the coffee industry was this - coffee is crowded. Karen weckerly To stand out on the shelf, the branding must be bold, relate to the customer, and reflect something about the company. When I started COROCO Coffee Roaster Collective™️ in 2019, the idea was to riff on the idea of existing rotating coffee subscription services, but controlled with one central hive-mind. COROCO was the brand parent that lead to developing several sub-brands. More on the COROCO brand story another time - today we delve into Diner! Diner Inspiration Diner Coffee™️ was one of the...
One of the most frequently asked questions we get at COROCO is about the tasting notes listed on some of our coffees. When customers read, “milk chocolate” in a description, they wonder if that means that it is a flavored coffee. While we do not roast flavored coffees, most of our specialty coffees have tasting notes, similar to the wine industry. Thanks to the work of sensory scientists and the World Coffee Research Sensory Lexicon, coffee professionals as well as enthusiasts can have a universal reference standard to help identify what they are tasting in their cup! Aroma and...
Being part of my coffee friends' and fans’ coffee journey is one of the best parts of my career. I like to think that at COROCO we make specialty coffee accessible for everyone. So when a customer called with a question about their coffee tasting unflavorful at home, I was excited to have that conversation and help them achieve the desired results. In this case, it was a fun “show & tell” of how finely coffee needs to be ground for drip preparation. I hadn’t had the chance to play with my set of Kruve sifters in a while,...
