In order to bridge the gap between producer, business and consumer, Green Cup Coffee staged a unique coffee promotion. One thing that sets Green Cup Coffee apart is that its product goes straight from farmers to consumers, making it fully traceable. Wanting to communicate what removing the middle man does for the company, Green Cup set up a campaign to connect people with the very farmers who prepared their morning coffee beans.
Since coffee and wake-up calls are a popular part of the hotel experience, Green Cup replaced normal alarms with messages from the mouths of farmers in India, Zimbabwe and Papua New Guinea.
With many consumers becoming increasingly concerned with a product's authenticity, origins and production methods, this initiative is a clever way to provide insight into business values and practices.