I think there are a few reasons people spend money at the Britt shops. For one, Costa Rican coffee is known as a high-quality product, and people want to take this home for their friends and family to enjoy. Another reason is that Britt takes pride in its sustainability and environmental consciousness, which they make clear on the tour of their facilities. I think tourists (especially Americans) are drawn to this idea and want to support the company.

Their position in the coffee supply chain is further down as they do not grow the beans (like Doka) but rather do all the steps that come after and then sell the coffee beans/grounds to bigger markets and other suppliers. Doka is ALMOST at the top of the supply chain because they supply the beans, BUT they get the plants from other countries, so they do not supply ALL of the raw materials.

Cafe Britt’s approach to design/marketing is a big reason that they are as successful as they are. When a place buys Britt coffee, Britt supplies all of the machinery needed to brew their coffee, If a place cuts the supply with Britt, Britt takes the machines away. This approach is brilliant because it makes people want to buy Britt because so much is included with it, and now they can also better control the quality of their coffee as people make it in their own homes/places of business. They also focus on and highlight Costa Rican culture and donate to Costa Rican causes. The one thing I would do differently is try to break into the United States more because it is a wealthy country, and people will spend $8 on a coffee every day (guilty).

Today was a great day from Cafe Britt to dancing the Salsa at the University. I cannot wait to see what Monteverde has in store for us.