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    PG Web Extra: Starbucks’ In-store Signature

    Coffee giant recreates unique experience at grocery, plus other coffee and tea news

    By Bridget Goldschmidt, EnsembleIQ

    When it comes to selling coffee, tea and other beverages, Starbucks isn't content to limit its unique atmosphere to its many branded retail stores.

    "Our goal is to bring the Starbucks store experience alive in the grocery aisle," a representative of the Seattle-based coffee giant tells Progressive Grocer. "In the grocery store, research shows the average shopper spends about 87 seconds in the wine aisle, 74 seconds in the tea section and 68 seconds in the coffee aisle. Customers are willing to explore and discover new products, and part of bringing an 'engaging, educational' Starbucks experience to a grocery setting involves helping shoppers make choices when they have a bit more time to spend in the coffee aisle."

    To that end, the company collaborated with retailers on the Starbucks Signature Aisle, which the rep describes as "a fixture modeled after the look and feel of a Starbucks store," with the aim of "[elevating] the shopping experience."

    As the rep describes it: "Small design features signal a unique experience: a pendant light, tile backsplash, a countertop with serving plane and the most important asset – and our beacon – a lit siren sign."

    There are currently more than 500 of Signature Aisles throughout the United States, with more in the pipeline. "We also work closely with our retail customers to adapt Signature Aisle to meet their needs," notes the rep. "We’ve seen triple the velocity at Signature Aisle stores, and it also drives two times the category growth for stores with a Signature Aisle. For retailers, the coffee aisle is a success story -- it continues to grow at a rate double that of the total store; a bright spot in center store. And with Starbucks Signature Aisle, we've seen those numbers [rise] even higher."

    Marley Coffee Introducing Recyclable RealCup

    Marley Coffee, a sustainably grown, ethically farmed and artisan-roasted premium coffee company, is set to roll out its recyclable RealCup, a sustainable and easy-to-recycle single-serve capsule that is compatible with most Keurig K-Cup machines, this summer.

    "When I got into this business, I wanted to do something for the community — both around our coffee farm and for the worldwide community as a whole," notes Rohan Marley, chairman of Denver-based Marley Coffee and son of reggae legend Bob Marley. "In life, you have to put yourself forward. You have to plant the seeds and watch yourself grow. Our recyclable RealCup is a sustainable solution that will benefit all communities … [Additionally, our] new packaging … will help call out this benefit to consumers."

    "We estimate that over 10 billion single-serve capsules are discarded in landfills annually in North America alone," says Marley CEO Brent Toevs. "With the introduction of the recyclable RealCup, we believe that we are providing a game-changing, sustainable solution that consumers have been demanding without compromising taste or quality. … We estimate that if we can convince 1 percent of the market to switch to our RealCup, we can keep 100 million capsules out of landfills. From a business perspective this has the potential to more than double our projected gross sales. For us it’s good business, but more than that, it’s also the right business."

    Marley Coffee will be the first premium coffee brand to bring the recyclable RealCup to market. The capsule's award-winning technology is the brainchild of Marley Coffee's strategic partner, Mother Parkers Tea & Coffee, based in Mississauga, Ontario. Other brands adopting the capsule include Martinson, Numi Organic Tea, Wolfgang Puck and Tim Hortons.

    Additionally, in furtherance of Marley Coffee’s sustainability efforts, the brand donates 1 cent of every single-serve capsule sold to Water Wise Coffee, an initiative that aims to improve water quality in coffee-producing countries around the world, starting with Ethiopia.

    By Bridget Goldschmidt, EnsembleIQ
    • About Bridget Goldschmidt In addition to serving as Progressive Grocer’s Managing Editor, Bridget writes many print and digital features encompassing a range of grocery and fresh categories across the store. Bridget also enjoys on-site reporting assignments at such key industry events as the New York Fancy Food Show and the International Boston Seafood Show, in addition to visiting stores for PG’s prestigious Store of the Month feature. In her years with the magazine, she has developed into a knowledgeable voice on grocery industry trends, sought by such distinguished publications as The New York Times. Follow her at www.twitter.com/BGoldschmidtPG.

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