sustainability label at the coffee brand it genuine differensiator or just marketing? | Business & Sales Forum | Clorofile
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sustainability label at the coffee brand it genuine differensiator or just marketing?

N
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i noticed that more and more Roastries are menstruation in their marketing. Some use the word "eco-friendly," "ethical sourcing," some go after Rainforest Alliance or Fairtrade certification.

How much is the custom of Indonesia really caring and willing to pay premium for this? And for those who've invested in sustainability credentials, is it worthwhile from business?

If it's just a label without substance, it can be backfire if the customer is critical about greenwashing.
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7 Replies
H
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indian Indonesian retail customer yet majority cares about sustainability until it's willing to pay premium. But the caring segment was growing, especially at 25-35 urban age. For the brand that the segment's target, it's very relevant.
V
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B2B international is a different story. Buyer from Europe and Australia is very serious about the sustainability credentials, until someone asks for an audit. If there's an export ambition, it's not optional.
N
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this is a perspective that I have not considered. The B2B export request is indeed domestically different from the domestically retail.
U
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greenwashing was a real risk. some brand has been backlash due to unsubstantiated claims. if he claims something, he should be able to back up with concrete evidence.
K
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Rainforest Alliance certificate for that small scale annual feeling could be around $500- $2,000, not including audit. worth it if the volume and the marketing target are juicy.
A
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there is a more accessible approach: transparent about sourcing and relationship with farmers without having to pursue expensive certification. tell the story, show the proof. authentication is more powerful than label.
C
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critical certification for formal channel and institutional buyer. to direct consumer relations, storytelling more works.

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