THE CAFFEINATED COALITION
COMPETITIVE ANALYSIS | BUSINESS MODEL | PROTOTYPING
HOW MIGHT WE HELP LOW-INCOME COFFEE GROWERS THRIVE SOCIALLY AND ECONOMICALLY BY ELEVATING THE VALUE OF SPECIALTY COFFEE?
New Yorkers drink seven times more coffee than any other city. However, most consumers don’t know the history, process or story behind their cup of coffee. In the war-torn region of Yemen, where ‘Mocha’ and ‘Arabica’ found their origin, a cash crop called ‘Khat’ is being cultivated instead of coffee plants, which has significantly stifled the economic and social development of Yemen. For one coffee farm, there are seven khat farms in Yemen, which uses up 40% of the countries water supply. To increase the coffee production in Yemen, it is important to create a demand for original Yemeni coffee. After in-depth research around Yemeni coffee and coffee around the world, we realized that this is not just a problem in Yemen but in most of the coffee growing countries such as Guatemala, Peru, Columbia, etc.
We came up with a solution to create a coffee subscription kit which would provide consumers with specialty coffee sachets from different origins. The kit would provide transparency regarding the origin, process, farming and costing all through the supply chain. The Coffee subscription website would also offers a “grow a coffee plant” option for those who want to financially support and encourage coffee plantation in a particular origin to help improve their economic growth.
ROLE: Design Research, Strategy, Art Direction
TEAM: Abdul Qadir, Vishali Bawa
DURATION: January 2018 - April 2018
View Complete Report Here: