The roastery The Brick Coffee and a company offering a new type of coffee product called Ärk
According to the founders of The Brick Coffee, Henry Politanov, Jan Kulbin, and Märten Kuusemets, people often buy coffee randomly, unlike, for example, wine, where consumers are more informed. The goal of their company is precisely to raise people's awareness, emphasizing that there is a difference in coffee. They focus on simple, basic coffee, not flavored or "fancy" products. Brick Coffee aims through its business model to contribute to a fairer coffee industry globally, which reduces exploitation of both farmers and the land. Smaller players in the food and beverage sector have generally been good educators of consumers, helping people to appreciate product nuances, similar to how the craft beer boom occurred (now distinguishing IPA from lager) or how wine is no longer just red or white, and cheese not just a slice on bread. Locally roasted coffee could be the next beverage industry triumph for conscious consumers. They buy coffee beans primarily through direct trad...