Leaving Costa Rica A Wiser Man

A cup of coffee isn’t hard to get, I could easily go to a nearby Starbucks and grab a latte or purchase a bag at my nearest grocery store. However, the actual process of growing a coffee bean and delivering it to the United States is an entirely different and much more excruciating process. My topic, service, is essential in making sure customers get what they need and love what they get. It was displayed numerous times and with its own unique twist for each company.

Let’s start with the farm itself, the service that a worker must provide to a company such as Doka is of the utmost production. We’re talking about 2$ per cajuela so if you want to make a significant amount for a day’s work you have to be strong, fast, and motivated. On top of the individual work that a plant picker would do, there is then the act of protecting the crop. To ensure there is no shortages or disease among the fruit of coffee in a plantation, some work has to be done either organically or chemically. For some farms like Don Guillermo’s, service could be physically pulling weeds up around coffee plants or it could be spraying herbicides for another. It all depends on how a company wants to market its product to consumers and what they believe will produce the best quality at the lowest cost.

Then we go to the processing plant, where the quality control takes its biggest toll on what plants continue on to the customer and which are turned into compost. For coffee plants, this means letting the picked beans run through a float test, whichever beans float to the top are then removed because they are low quality or contain diseases. Then the sunken beans are sent off to the next process while the floater beans get a second chance at redemption. This so-called redemption is a test in which the floaters are ran through another process that separates them by size just in case any quality beans happened to float. It gives every bean a chance to prove its worth, just as society should do for human beings.

So how exactly do these raw beans of caffeine become that coveted cup of coffee everyone goes crazy for? Well, when companies want to decide how much flavor or what properties a certain bean has, they determine that by how long it is subjected to heat. The longer the bean after cracking is exposed to heat the more bitter the coffee becomes. This allows companies to sell the light roast, medium roast, and dark roast that we see in our local grocery stores and that we saw in the different gift shops of Costa Rica. One of the more underrated aspects of the quality control in coffee is the master tasters that ensure it’s up to standards for customers. Since quality control is an essential part of service, hours of tasting to make sure each harvest is the right flavor are completely necessary. Once the beans are completely processed and checked for those top-notch characteristics, they are packaged up and sent over to retail stores.

When it comes to service customer service is where the magic happens, companies such as CafĂ© Britt thrive off of creating an in-store experience that sells. Starting with excellent customer service is the first step to good branding, which is the image prospective customers have of your company. In addition to customer service, researching your target audience is an essential part of that branding. Understanding how to package your products, what marketing would be most effective, and what the level of quality customers are looking for can all stem from researching your clientele. On top of making it attractive to customers, making it easily accessible is just as vital to your company’s success. As I mentioned in my presentation, Britt saw a 540% increase in sales simply because they went online with their products. This combination of creating a positive brand for your company, establishing high quality for your products, and making your items or services easily accessible seemed to result in success for the companies we spoke with while in Costa Rica.

Leaving Costa Rica A Wiser Man

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