Sales
information
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Monterrey Coffee Express
Traditional Brewed Coffee Quality
Using Innovative Technology! |
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General Information and Sales Tips
Coffee Market
For the past 9 months commodity green coffee prices have been
extremely low. However, to maintain our rigid quality standards we
must pay premium prices for better grades of coffee.
Do not expect coffee prices to remain at the same levels. Coffee
producing countries throughout the world are implementing
retention programs to force an artificial market shortage and
drive market prices above actual production costs. Market analysts
are seeing political pressures being applied to ease tension among
growers that will probably result in increased costs before
Central American mild coffees are harvested in the autumn. We will
keep you informed about changes in market conditions that will
effect product pricing.
Equipment News
Good news! The shelf stable coffee concentrate is taking hold in
the industry. A positive indication of this fact is the
development of significantly improved equipment. Bunn's recent
entry into the market is another indicator of how far we have
come. The one item still missing from all manufactures, except
Karma, is a small, inexpensive, low profile dispenser. We have
been told that several manufacturers at this years NRA show will
unveil smaller, less expensive equipment.
Listed below are all of the manufactures we are aware of at this
time:
Installation Tips
Survey your customer's facility and traffic patterns to make
certain you have the correct equipment to meet their needs.
All equipment manufacturers provide literature that specifies the
correct power and water requirements for your installation. Make
sure the proper utilities are available for your installation
requirements.
** Regardless of the water conditions, you need to install a high
quality water filter to take out impurities that effect taste and
odor. Frozen competitors (Douwe Egberts & Lykes) have filters on
all of their equipment.
When first purchased, most roast and ground coffee makers come
equipped with an inexpensive in-line filter to help over come the
problem of bad water. The problem is not as severe with roast and
ground processing because the coffee filters and coffee grinds
help to filter out some of the impurities in the water.
Please Remember!!
85 + 1 =
85 parts water to 1 part coffee
Bad water (85 parts) will produce bad coffee (1 part)
Sales Calls
When competing against traditional ground coffee products you must
determine how strong a cup of coffee you are sampling against.
**Remember ground coffee is offered in a variety of strengths.
Example: Standard fractional packs for 60 oz. pots can be 1Ľ oz. -
2˝ oz. All of these sizes will make a 60 oz. pot of coffee.
Urn packs (3 gallon urns) will range from 6˝ oz. (high yield
grinds) to 14 oz. (regular grinds).
When you compete against other shelf stable or frozen concentrates
you have to check the reconstituted strength being used by your
competitor before you do the sampling.
How Do You Make A Successful Sales Call
With So Many Variables?
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Plan ahead by knowing your competition (Coffee strength, pack,
yield, cost, etc.) |
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Try to present your coffee with an upscale ambiance to denote
quality. |
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Use air pots or a high
quality thermos to present your product (Your coffee will stay
hot for up to 6 hours in a good air pot or thermos bottle). |
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Reconstituting to 1000 parts
per million of solids in the finished product will generally
cover the market spectrum. It may be a little bit strong or
slightly weak for some customers, but the taste will not be
offensive. When measuring soluble solids, be sure to measure
water solids before reconstituting. There must be 1000 PPM of
coffee solids (Example: If the water tests for 150 PPM of solids
- the total PPM setting must be 1150 to have coffee at 1000PPM). |
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**MAKE SURE YOU ARE PREPARED**
In Your Sample Case You
Should Have:
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Sugar packs |
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Sugar
Substitute Packs |
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Cream Packs |
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Plastic Stir
Sticks or Spoons |
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Paper Cups -
lined - NOT STYROFOAM |
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Napkins |
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Solids Meter |
**Always have the customer sample coffee the way
they normally drink coffee. If they do not drink black coffee -
yours will not taste good black (etc.).
**Take two blends: Two blends give you another alternative to
present without forcing a lot of choices. Your sales process should
become easier with one alternative. (I usually do not take Decaf)
Pricing / Costs
When you consider the cost per cup of shelf stable coffee
concentrate, there are many variables to consider.
a. Competing against other concentrates
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Look at the whole picture. |
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There are many different ratios, packs and yields and solids per
yield. |
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Do not look at the case cost
- get to the bottom line - determine the cost per finished
ounce, then the cost per finished cup. |
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b. Competing against ground roast
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Again look at the whole picture. |
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The real waste and impact of left-over, or stale brewed coffee. |
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The cost of filters. |
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Employee theft of fractional pack coffee is a serious problem. |
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Brewing time. |
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Convenience. |
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Bottom line cost when factoring all of these points. |
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What is the real finished cost per once? |
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What is the real finished cost per cup? |
**The industry standard for coffee is a 6 - oz.
cup, with 5 - oz. of coffee.
Quality
MCP processes fresh roasted beans ground to our specifications.
Monterrey Coffee Express products are coffee and water, NO
PRESERVATIVES.
There are 52% coffee solids in the 85+1 concentrates.
Note - Ground coffee, Douwe Egberts (frozen), and Lykes (frozen)
have no preservatives.
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The coffee concentrate market is over $700,000,000 annually. |
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Make sure you are positioned to get your share of this new and
vibrant market. |
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Sell quality, convenience,
cost effectiveness, and high volume delivery capability with
Café Supremo Liquid Roast Coffee programs. |
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Remember: Programs sell, products don't! Push
the program advantages!
Call us for any sales assistance you might need!
