Beyond the storm: winning strategies to overcome the robusta crisis

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by Matteo Borea


You might not know this, but right now, a real storm is brewing in our sector. The world of green coffee, especially Robusta, is going through a turbulent period. If there’s one thing I’ve learned over the years, it’s that the key to success lies in adapting and seizing opportunities, even when they seem to hide behind a cloud of challenges.

Let’s immediately try to understand the storm ahead: the prices and changes that are about to come. Currently, the Robusta market is facing a real price crisis, driven by factors like market volatility and climate change (at least that’s what they tell us). The situation is such that stocks are very low, but demand continues to grow.

Finding a bag of Robusta today is practically like finding a free parking spot right at the entrance of a crowded shopping center: you feel like an urban explorer who has discovered a hidden treasure.

But let’s not stop at the surface. Let’s look further. Climate change is rolling the dice with our beloved coffee, making every harvest uncertain. Moreover, if conditions do not improve and events similar to El Nino are added, we could face a real deficit.


Unfortunately, this only means one thing: Sky-High Prices


Let’s see how to navigate this storm: here are some effective strategies you can adopt right away to keep a steady course and not get overwhelmed by this crisis:

  1. Unique value proposition: Offer your customers an exclusive contract that guarantees them unique benefits, such as preferential prices, access to limited editions, or exclusive blends. Highlight the superior quality and uniqueness of your products to encourage them to rely exclusively on your offer.
  2. Closely monitor consumption trends: Stay updated on consumer preferences and emerging trends in the coffee sector. This will allow you to proactively adapt your product offering and meet customer expectations.
  3. Optimize inventory management: Use efficient inventory management systems to monitor stocks and minimize storage costs. This will help you maintain a balance between product availability and market demand.
  4. Enhance value communication: Emphasize the quality, origin, and sustainable practices of your products in marketing communications. Tell the story of the coffee you sell to create an emotional bond with your customers and differentiate yourself from the competition.
  5. Leverage online sales channels: Expand your online presence through an e-commerce site and social media to reach a wider audience. Offer convenient purchasing options and promote your special offers to increase sales.
  6. Provide training and support to customers: Provide your customers with training on coffee preparation techniques and tips to improve the consumption experience. Offering excellent customer service and post-sales support can build customer loyalty and stimulate positive word-of-mouth.
  7. Incorporate additional value-added services: Rather than focusing on discounts, enrich the offering with additional services that increase the perceived value for the customer. For example, personalized consultations on their specific needs. To do this, you can rely on external partners with whom to form collaborations that enrich the customer experience and also create a stronger bond with your brand, elevating the perception of your offer.


Your compass for the future

The future is uncertain, but we must not fear it. We must see in the difficulties the opportunities to grow and innovate. Together, we can navigate these troubled waters and reach our destination successfully.

It’s time to act, to think differently, and to offer value, not just “products.” The future of coffee is in our hands. We’re ready to shape tomorrow, one cup at a time.


With affection and determination,