By Lorrie Baumann
White Coffee‘s newest coffee blend celebrates the company’s 80th anniversary, but even as the company celebrates its past, Executive Vice President Jonathan White, a third-generation member of the family that started White Coffee in 1939, is looking forward to a future that builds on the company’s history of innovation. Fourscore Blend, a specialty, medium-roast blend, was greeted enthusiastically on its launch at the Winter Fancy Food Show, and the company is planning to release several more new products, potentially including ready-to-drink options, over the course of 2019.
“There are multiple concepts, and we’re looking at both foodservice and retail applications — that’s for sure,” White said. “If we proceed with a ready-to-drink product, we won’t to come to market if it’s another very-similar version of an already-available ready-to-drink product. It’s got to have excellent quality, value and really unique taste and characteristics. And we wouldn’t bring it to the marketplace until we’re ready to deliver all of that.”
As the company plans all of its new concepts, its developers are leaning on a history of innovation that includes licensing deals that pair White Coffee quality with names like Kahlua, Entenmann’s, Jim Beam and the “Frozen” franchise as well as pioneering with the BioCup[TM], an environmentally-friendly way to package single-serve coffee. “We think that there are untapped opportunities,” White said. “We think that people are looking for something different that tastes great, that’s well packaged. That could be sustainability, healthy eating, contemporary flavor profiles or a combination of all those things. How you combine those can be unique. We use those standards for every product that we do.”
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“I think people, more than ever before, are shopping not only with their taste buds but with their eyes, hearts and brains,” he continued. “A truly successful product, be it coffee or chocolate, has to be something that can reach people at all those levels.”
For a truly successful product, the package must not only include the product that’s identified on the label, it must communicate that it’s wrapped around the values that consumers bring to the marketplace, White said. “People have certain aspirational goals when they buy something,” he said. “They may want to feel that they’re consuming food and beverages with certain qualities. They may want to send a message.”
Those growing consumer expectations are driving food producers, including White Coffee, to rise to meet them, and companies that can’t or won’t do that aren’t going to be doing business with conscientious retailers for very long, White said. “We’re in the business of hearing what people want. The marketplace in general demands this…. When I started in this business 28 years ago, vendors didn’t have to be as good. You made product — it was pretty good; it was packaged pretty good, and more often than not, it was okay,” he said. “Now we have to sell really great stuff…. We sold really good stuff then. Now we have to sell really great stuff.”