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Wednesday, November 13, 2013

The Next Generation of Coffee Drinkers

Few products are more effective at serving as ice breakers and equalizers as coffee. In its many forms, coffee has the ability to draw people from all demographics and age groups. In its 2011 National Coffee Drinking Trends study, the National Coffee Association of USA Inc. learned that 40 percent of 18- to 24-year-olds drink coffee daily, an increase of 9 percent from the previous year. In addition, the study showed a continued devotion to gourmet coffee even amid economic constraints among those surveyed. Such strong category loyalty among the younger generation proves what many direct selling leaders are already discovering firsthand—that the future of the coffee market will continue to be strong.


For a generation raised on gourmet coffeehouses and used to paying higher prices for a cup of coffee, direct selling offers an interesting opportunity. And it seems that while these mass or even niche retailers have often borrowed innovation from a direct selling company, in the case of coffee, the opposite may be true. A major retail brand like Starbucks may have actually paved the way and enhanced opportunities for direct sellers. “The Starbucks of the world are our best friend,” Buggs says. “They are not our competitor; they enhance our business. Prior to Starbucks, it was not socially acceptable to pay three to four dollars for a cup of coffee. It makes it easier to market to customers because they experience our coffee and expect a Starbucks-like price, when actually they can get our coffee for less than half of what they are used to paying. It makes it an easier transition for customers.”

“The Starbucks of the world are our best friend. They are not our competitor; they enhance our business.” —Holton Buggs, Vice President of International Sales for Organo Gold

By offering a premium product at a lower cost, direct selling coffee companies are quickly building a loyal following. With the appearance of fortified and enhanced coffees on the scene, the forecast for market growth is undoubtedly positive. “This vehicle is not based on technology or fads,” Marumoto says. “Coffee has been popular since A.D. 1000, and it is not going away anytime soon. Health and wellness and herbal supplements are not going anywhere either. This is a sustainable product and will continue to be.”

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Ganoderma Healthy Coffee - Healthy Coffee For LifeTM
Organo Gold Brand Coffee offers a delicious and healthy line of beverages containing Ganoderma Lucidum (Red Mushroom). These prized mushrooms have a history that dates back more than 4,000 years. Ancient generations realized Ganoderma provided them more vigor and energy, while reducing fatigue.
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Ganoderma is said to be more powerful than Ginseng! Discover the benefits of our amazing and extremely delicious Ganoderma products for yourself. All of our beverages come in individual single serving packets. Very low acid content. Just add hot water and enjoy! - Make Organo Gold Coffee Your Healthy Coffee For Life! -