Café Britt isn’t a common source of coffee for ticos because of the image and brand that it endorses for itself. During the presentation, the presenter mentioned that Café Britt hasn’t used advertisement like commercials, billboards, and bus signs in 15 years because they emphasize more on the experience. They have specific people in the airport that are trained every two weeks to talk about their coffee in a specific manner and they customize the coffee packaging depending on the place it is sold. Before the pandemic, the main source of success for Café Britt was tourism however they had to learn to adapt when traveling wasn’t allowed. In 2000, Café Britt decided to create their own chocolate and their main customers were tourists but when covid-19 happened their sales suffered immensely. They had to find a way to convince ticos that chocolate is a part of life due to chocolate being their most popular product. Café Britt can be compared to Starbucks and is partnered with many hotels.

Café Britt solely roasts the coffee beans on their own land in comparison to Doka where they grew the beans. They uniquely package the bags and ship them off to their costumers but they don’t sell their coffee to grocery stores to allow them to be rebranded. Doka exported 75% of their high quality coffee and the rest of the coffee is rebranded as coffee tres generación. Before deciding a location to sell their product, Café Britt had employees live in the populated area for a couple months to do research to determine whether or not that location is a good fit. Not to mention, Café Britt buys their products in bulk to ensure on time deliveries and financial success, which was extremely important during covid when materials were scarce. The materials that they use are mostly recyclable and they have an entire department to work on sustainability. They use FedEx to deliver their special bags to their distribution center and in their containers they have cold bags to keep their chocolate cold.

Overall, their approach to maintain a successful and respectful reputation is intense. I was result surprised by their coffee communication training because I’ve never heard of that. Additionally, I don’t fully understand their reasoning for not selling their coffee that is low quality to stores to rebrand other than pride. I would allow my low quality coffee to be rebranded but perhaps ask for the ability to be mentioned somewhere in the new packaging.