COFFEE TRENDS
A coffee bean for sustainability
S
ince 2016, the coffee roaster Pelican Rouge has been owned by distributor Selecta, which provides service and
coffee machines in offices, commercial buildings, restaurants and gas stations. Its experts are often the first to encounter new evolutions in the coffee world and in this article, Marijn Wammes, operations manager at Pelican Rouge, shares three most common coffee trends
TREND 1: SUSTAINABLE LASTS THE LONGEST
Sustainability is a focal point in almost every industry, and coffee is no different. Coffee lovers are increasingly aware of the economic and environmental impact of the coffee they drink. In addition, regulations are becoming increasingly strict. In Europe, for example, from 2025, coffee may no longer be imported from areas where deforestation occurs. This is not a problem for us, as Pelican Rouge has been committed to sustainability for years and proactively invests in sustainable coffee. That way, future generations can also enjoy this natural pick- me-up. Sustainable lasts the longest! Part of our investments go to our own Selecta coffee fund. With that fund, we finance projects that directly help our coffee producers. The current goal is to support at least 2,500 farm families directly and help another 15,000 families indirectly by 2025. We do this by investing in farm- level programmes and building long-term partnerships in our coffee supply chain. These projects focus, for example, on using fertilisers more efficiently and improving the living conditions of local farmers. Five hundred cows have already been donated, farmers’ incomes increased by 135% compared to 2021, and 37% more coffee
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could be harvested. Those who buy our coffee can discover these projects via a QR code on the packaging. We are also transparent about the origin of the coffee and its journey. The packaging itself is also a sustainability effort. Pelican Rouge chooses mono-material made from plastic. This mono material requires less energy in the recycling process because there is no need to separate materials, and provides high- quality recycled products. This substantially lowers the carbon footprint, a priority for both Selecta and Pelican Rouge.
TREND 2: CHANGING PREFERENCES In addition to being more environmentally conscious, coffee lovers are also becoming more adventurous and seeking out unusual flavours and blends. Thus, speciality coffee is becoming increasingly popular. This is coffee that meets the highest quality standards and has a distinct and diverse flavour palette. What began as a niche movement has found its way into mainstream coffee culture. To meet this demand, we place flavour descriptions on the packaging so coffee lovers know what they are buying and tasting. These descriptions come from taste tests on people of different cultures. Through a flavour wheel, the range of coffees is divided into six categories, each falling under a broader classification of mild, classic or dark roast intensity. This includes various blends and single-origin coffees, each with a unique flavour profile. Furthermore, the demand for vegan options is increasing. Our R&D team therefore developed a range of plant- based powders suitable for making tasty and creamy cappuccinos and lattes. In
addition, Selecta is entering into a strategic partnership with Alpro throughout Europe this year. This will offer oat milk as an alternative to cow’s milk, allowing consumers with specific dietary requirements to enjoy a delicious coffee as well.
TREND 3: BEANS ARE BOOMING More and more coffee lovers prefer fresh ground coffee, both at home and at work. Since 2019, the share of beans versus freshbrew and freeze-dried coffee has increased from 67% to 85%. As a result, there is clearly a shift toward machines with coffee beans. These machines offer more options and flavour variations, giving consumers a wider range of options. Using whole beans makes for fresher
coffee because the oxidation process is slower than with ground coffee. This contributes to the quality and freshness of the coffee served. Pelican Rouge and Selecta pay great attention to the inspection process and optimising packaging methods anyway. This leads to consistency and quality in every cup of coffee served, including freshbrew or freeze-dried coffee. We try to listen to the changing needs
and preferences of coffee lovers around the world. With a clear focus on sustainability, we offer quality and diverse coffee. At the same time, we invest in projects that benefit coffee growers and the planet, so we can continue to enjoy our trusted coffee for decades to come, or discover novelties such as specialty coffee and vegan options.
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