FROM THE EDITOR

ONE BILLION dollars—that’s how big the organic coffee market is in North America, at least according to one survey. The data, compiled and presented by the Organic Trade Association (OTA) and Daniele Giovannucci, author of the upcoming North American Organic Coffee Industry Survey, didn’t just highlight the one-billion number, it also looked at how the organic coffee trade has continued to grow and thrive in recent years.
      According to the report, the amount of organic coffee imported into the U.S. and Canada increased 29 percent from 2006 to 2007. That’s from approximately 65 million pounds to approximately 84 million pounds. Not surprisingly, most of this coffee was sold in the U.S.
      Does one billion seem like a lot? Maybe. As it turns out, Giovannucci estimates the organic market represents three percent of the total U.S. green coffee imports in 2007, a number that’s grown at an annual average of 32 percent between 2000 and 2007. Here’s the interesting bit, however: the organic coffee market was originally estimated to grow at only two percent of the conventional coffee industry, instead of three.
      Why so high? Giovannucci believes it has to do with a number of factors, including personal health and food safety concerns, as well as an increasing number of consumers who buy based on their values.
      At least this year, I think that valued-driven purchasing power is especially important. Why? Because it’s a political year. Presidential front-runners are duking it out over our oil dependency and war and human rights and the economy. And consumers are buying bumper stickers and “made in the USA” T-shirts and hybrid cars not just because they want to support their values, but because they want to support their candidates. Organic, for many consumers, is just another one of those ways to create change—not just for themselves, but for the farmers, the natural world and for their candidate of choice.
      So, what does that mean for you, as a roaster? It means opportunity. If you already buy and sell organic coffees, the time is right to increase your education and marketing to those customers who have an interest. If you don’t buy organic coffees, now might be the time to consider it.
      Of course, value-oriented purchasing goes beyond organics. Customers with an environmental lean are likely to support you if you offer things like reusable cups and free coffee grounds for their garden, or if you let them know about all the “green” things you’re doing behind the scenes (see The Brave World of Energy-Efficient Roasters on page 20 for an interesting look at ways that roasting equipment is going green). Or, offer customers a way to support their candidate or party with special political coffees. Can’t you just see the kick customers will get from your McCain Espresso or your newest Obama/Clinton Blend? (I can already think of a few great slogans for that one).
      Organic is good for the world, but it’s also good for the industry, especially in today’s politically aware climate. But if you miss this year, don’t worry—at the rate things are growing on the organic side, you’ll have even more green-oriented customers in the 2012 election.

      Keep the flame burning,

      Shanna