I recently wrote the following article for Augustana's Business Newsletter on the topic of technology in the coffee industry. There have been a surge of technological advances in coffee in the past 20 years, but I have always been especially drawn to how technology can not just catalyse profitability, but sustainability. I believe we are only as strong of a company - and society - as how we treat those less powerful, and, as a business owner, it would be far too easy to take advantage of those without a voice in order to become more 'successful'. While many companies take this approach, I believe I am a part of an industry that is increasingly using technology to fight for our farmers in less developed countries, giving them a voice, and bringing our local community together to help support the entire coffee chain. Anyway, the following article encompasses my meandering thoughts on the matter.
-Jenna
Confessions of a Coffee Shop Owner: Throughout my coffee career, I have often
found technology – to be frank – quite cumbersome. When I started in coffee in
2001, I believed I had sheltered myself in an industry as far from modern technology
as possible. My life simply consisted of brewing coffee, talking to customers, then
brewing more coffee, and I was happy to keep it that way. It was a time when
Facebook didn’t exist, twitter was still a sound, and ‘foursquare’ only brought to mind
my playground glory days.
So upon opening Coffea Roasterie in 2009, I thought I could keep these newfangled
social media fads at bay. For hundreds of years, coffee houses have represented a
place of physical community, face-to-face relationships, and actual conversation. I
thought no amount of hash-tagging or likes could change my mind. But change it
did. As I saw the format of communication not only shift, but its influence grow, I
began to see possibilities never before realized.
Prior to the internet’s worldwide prevalence, various middlemen had been the link
between third-world farmer and first-world roaster. Both parties had been at the
mercy of volatile market prices instead of a mutual investment. Coffee quality was a
gamble at best. Yet with the rise of the internet, email, and social venues, the gap
eventually filled. Today, we have the unparalleled ability to connect directly with our
farmers. This allows us to share our knowledge, collaborate on growing better
coffee, and work together on the financial stability farmers need and deserve. Most
importantly, technology has not only filled the gap between grower and roaster, but
grower and consumer. Our customers can literally see, watch, and hear about the
hands that labored over each cup of coffee and the lives that are transformed by
their purchase.
It’s been twelve years since my first experience behind a coffee bar. Yet my work
now consists of a constant awareness of social venues: Facebook, Twitter, Yelp,
Foursquare, blogging, Instagram, YouTube, you name it. We are now a crucial
liaison between farmer and consumer, using technology to create transparency and
facilitate global community. (Plus, we get to share some pretty delicious coffee in the
process.) So, yes, my day consists of a little less brewing and a little more tweeting
than I thought it would. However, social media proved to me it could accomplish
what nothing else would; share the farmer’s story and, in doing so, create
unprecedented sustainability.


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