Together with a few friends in the coffee industry, Löfbergs
has joined forces with a digital platform called Era of We
During the last decade digitalisation has transformed the coffee industry, all the way from green coffee trading to coffee brands being able to reach consumers via social media. Despite these changes, it remains a challenge in the UK to communicate the full story behind a freshly brewed coffee and to allow customers to make fact-based choices of what coffee to buy. Is the coffee ethically grown, does it have a unique taste, or do I like it because buying it supports a sustainability project close to the coffee farm?
Around the equator, coffee is mainly grown by smallholder farmers. Many farmers are still struggling to reach adequate prices for their coffees which means they don’t have a fair living income. To become stronger, it is common for farmers to organize in clusters and participate in development programs to increase the value of their coffees. Today there are several tools to collect and share content and data related to green coffee, but the information usually end up in trading databases never to reach the end consumer of the coffee.
Era of We is changing this by providing a channel for coffee drinkers to connect with data and stories related to coffee products in a more transparent way. Simply by scanning a QR-code printed on the coffee packaging information about who and how it was grown, the farm price premium, tasting profile, roasting method and much more are all available for an enhanced coffee experience.
will be showcasing Era of We coffees and the platform at this year’s London Coffee Festival.