Marta, who looks after our store has just returned from a holiday in Italy and as a gift brought me back some coffee. Now I'm always fascinated about how other speciality businesses present their coffee.
Here we had the "natural" kraft bag, with a simple label stapled to the outside with the words "Momenti Romantici" - Caffe aromaatizzato al gusto di: MALT WISKY. I think the wording is fairly easy to translate.
I opened the bag intrigued, however what I found inside was truly disappointing. A small plastic bag containing 20g of ground coffee. No attempt had been made to keep the coffee fresh through any barrier packaging. I revisited the label to check the "sell by" date to find that this product should be "consomarsi" by 10/01/10 - 10th January 2010! As it was, this coffee wasn't going to survive longer than 24 hours after grinding.
No wonder the world is dominated by global players when some of those who claim to be "specialists" let the small guys down. If you're going to charge a premium and want your reputation to remain intact, spend some money on the internal packaging. Reminds me of the old adage "you can't judge a book by its cover"!
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