Contemporary Business 14th Edition by Louis Boone, David Kurtz

تمرين 26

Case 1.3 New Harvest Coffee Roasters Brews up fresh Business: If you're one of those people for whom the scent of freshly roasted coffee is irresistible, you have something in common with RikKleinfeldt. Kleinfeldt, the co-founder and president of New Harvest Coffee Roasters, is a self-proclaimed coffee fanatic. He dwells on the aroma and flavor of coffee. He measures the freshness of roasted coffee in hours and days, instead of weeks and months. Kleinfeldt started New Harvest Coffee Roasters ten years ago as a way to pay homage to fresh coffee and build a business around it. Kleinfeldt observes Starbucks' tremendous success at creating gathering places for people to enjoy coffee and tea-as well as baked goods-in a relaxed social atmosphere. But he also notes with humor that, although cafes and coffee bars were thriving a decade ago, these popular hang-outs "weren't really about coffee. They were about smoothies and cookies. I thought, maybe it's time to get back to basics and roast some coffee." Kleinfeldt recalls that friends and colleagues-fellow coffee fans-felt the same way. He believed that he had a basis to start a business. "We're coffee people," he explains. "There is a like-minded group of people." Kleinfeldt also points out that the movement toward locally grown or produced foods has been a big help in establishing and building support for his business. "The idea of local coffee starts with the local roaster," he explains. Although the coffee beans themselves are grown else- where-mostly on farms in Costa Rica-they are roasted at New Harvest's facility in Rhode Island, where the company is based. "Freshness is a huge factor" in a good cup of coffee, says Kleinfeldt. "Once it's roasted, it's good for about two to twelve days, which is a good incentive to buy local." Buying local is exactly what retailers and coffee shops like Blue State Coffee do, creating a collaborative relationship with New Harvest. Alex Payson, COO of Blue State Coffee-a thriving shop in Rhode Island-observes that most of his customers live within a five or ten-minute walk from his business. Blue State customers are educated about the coffee they drink. "They want to know," says Payson smiling. "We connect with our coffee farmers. Our customers ask about the story behind our coffee," including farming practices and working conditions. Payson and his colleagues from New Harvest have traveled together to some of the coffee farms in Costa Rica that grow the beans they purchase. In fact, loyal customers can view the progress of trips like this on New Harvest's Facebook page. Relationships with companies like Blue State Coffee as well as with consumers are the basis for New Harvest's growth as a business. "We need strategic alliances," says RikKleinfeldt. "Blue State is a great example of that. "They buy into what we're doing and we support what they are doing. They collaborate with us-what's good for Blue State is also good for New Harvest." Blue State educates its customers and employees about the benefits of buying from a local firm like New Harvest, which in turn works with certified organic, free trade growers. When Blue State's workers are able to discuss their products knowledgeably with customers-including where and how they are grown, harvested and roasted-a relationship is developed. Sharing activities, comments, news, and anecdotes with customers, retailers, and coffee shops through social media such as Facebook and Twitter allows New Harvest to broaden its base without spending more dollars on marketing and advertising. These connections also put a personal face on the company and allow New Harvest to gain important knowledge about the views and preferences of its customers. In addition, they provide valuable opportunities to showcase some of the company's work in the community as well as its support for organizations such as the Rainforest Alliance and New England GreenStart. "Our mission is to be the leader in our region in developing the palate and expectations of coffee drinkers, in order to create a permanent market for the coffee produced by passionate and skilled growers," states the New Harvest Web site. For RikKleinfeldt's company and customers, coffee is much more than a hot cup of joe in the morning. Coffee-organically grown, freshly roasted, and served locally-represents a sustainable way to do business.
-Give examples of each of the four factors of production that New Harvest must rely on to be a successful operation. How does each contribute to the firm's success?