friendly," Pocius says. "By applying labels you can get your marketing message across."
purchase, Chen adds: "Th e label design and color also have a large part in the way a package looks on a shelf. Th ere is defi nitely a cost diff erence between kraſt and white paper coff ee bags versus the foil bags and pouches we off er. Th e materials and barrier qualities are quite diff erent, so the price per bag will refl ect that." Custom printed bags will require sales volume that justifi es
Details like a tin tie or zipper may sway a customer's
should convey that through their packaging," he says. "If a handwritten label reinforces the brand experience, they should use that." Even the font format can reinforce a brand image. "Starbucks uses a sans serif, modern type," Wagner says. "Caribou Coff ee's is more of a handwritten look."
the expense. Small retailers with limited storage should aim for new bags every three to six months. "Generally you need to order 10,000 to 25,000 bags depending on the type of print," Pocius says. "White kraſt bags are better for printed bags as they allow more contrast." Chen suggests ordering new bags every six to 12 months.
beans ready to put on the shelf. "My roaster has a printer and he feeds the labels through his printer to add the name of the variety,
to specify one of LeLu's 10 bean varieties. "Th e advantage of using preprinted labels is I control the graphics," Smith says. "I send the design, I approve the design, and I control every part of the label-making process." Twice a week the roaster delivers packaged and labeled
Any longer and the valves start to lose their eff ectiveness on the kitchen shelf. "Also, in our experience, small retailers usually sell their products to end-users and they are consumed fairly quickly,"
Chen says. "Using a stand-up zip pouch or foil gusseted bag would be overkill.
says it's another opportunity to reinforce your store's image. "If a proprietor wants to convey a handcraſt ed coff ee, they
Aſt er the logo and the bag comes a choice of label. Wagner "
of coff ee a week. I don't want to do my own labels because it's too much hassle.
volume doesn't justify custom bags. "Custom printed labels do help people remember your brand if they are not too cluttered,
Smith uses preprinted labels that leave space for the roaster
he says. "A rubber stamp or handwritten bag does not convey reliability or consistency in your blends." Choose wisely. "Stay with the same bags for product identity," Teich says. "Once your customer purchases the package, that is what he will look for the next time." SCR
Pocius says custom labels are a good option if your sales "
" she says. "Depending on season I sell 100 to 150 bags "
August 2012 • www.specialty-coffee.com | 27
