PRIJSOPBOUW: VANUIT DE MARKT
BENCHMARK : MARKET QUALITY SEGMENTATION
This Side Up works with different market segments in Europe: Entry Level (those seeking affordable, good-quality coffee), Mid Tier (mostly 84–86 scoring coffees), and High End (competitive and nanolots). Despite these differences, most share a common goal: to grow their business and build long-term commitments based on quality, price, and story. Being a responsible middleman means facilitating direct trade matching producers and their coffee with the right roasters.
For the coffees from the Gemeente Amsterdam, we mainly use the entry level and mid tier coffees.
It is quite clear that we provide stability for the Rwandan partners by creating a demand for the lower end specialty coffee through the office market, it is consistent in quality every year, affordable and the cooperative can fulfill these volumes easily. The higher scoring coffees have a loyal fan base that come back every year and their volumes are growing at a steady pace, less accelerated than the lower end specialty. The 83-85 scoring coffees literally pay all the bills!
BENCHMARK : SPECIALTY TRANSACTION GUIDE
We compare our FOB prices to others for the same quality using the data from the Specialty Coffee Transaction guide. It collects relevant reference prices for differentiated specialty coffees and groups it based on quality among other categories. Albeit it is limitations, it offers a pretty realistic benchmark on what others paid for the same quality and where we stand in this playground although it does not differentiate between Arabica and Robusta. Looking at the graph, we can see that within the “quality segment” of coffee trade - which operates vastly differently than the big players via the New York stock exchange - we perform closely within the market behavior.
