Bean_Believer wrote:Jan, maybe if you explained your vision a bit more, you'd get some responses that fit closer to your ideals. So, if you can put in a paragraph, what you want your customers to "understand", we can try to extract & condense those thoughts
Well, it's hard to explain. What I want is to find the Dutch term of Specialty Coffee Roaster. That's why I put on this post.
From what I gather now, you want to use a phrase via various advertising media (business cards, shop window, web) that conveys a unique selling point (USP) and distinguishes your brand identity to people who don't even realise specialty coffee exists never mind what it is. Is that correct? If so, than I like Jo2's flash of words.
Well, since we have installed our own coffee roaster and have contact with other people who are in the coffee business all over Europe, we have the plan to transform our shop from regular retail coffe and tea store into a (there the term comes up again) Specialty Coffee Roasting Store. As all over the world coffee is a product people is interested in we over here in The Netherlands think of coffee as a secondary product.
But since the Barista championship, the Latte Art championship you see more and more media is giving attention to the product coffee. So in my opinion we are at the beginning of a coffee revolution in The Netherlands.
Because of this beginning revolution, everybody involved in coffee can have the benefits of the wareness of the product coffee and all the special coffee there is available around the world. Therefore you and Jo2 should be starting your business soon. It's alway's better to start at the beginning than jump on the running train.
Some other images just to see if this is along the lines... in English though, too late for me to translate:
Travel/Taste the world of specially selected coffees / select coffees
The "reserva" or "grand cru" of (world) coffees
On reflection, and I don't mean to be harsh, but does meesterbrander mean Roastmaster conveying expertise & eons of experience or do you have to be certified? If the former, and one has just started roasting, would that be a fair title to claim?
I like all the ideas given so for. One better than the other, but I'm in search of just a one liner which tell it all. Yes Brandmeester is something like the English Roastmaster. You don't need a certification to use this title, but suppose I will use something like that I suppose they (Brandmeester) will claim this title and tell me to stop using it.
Hmm... don't know if it's allowable...
de Michelin van koffiebonen, versgebrand
Versgebrand, zoals het hoort / bedoeld
Versgebrand exclusieve koffie, there's nothing better (if I translate, it's the same as Miele's USP)
Versgebrand Special Select koffie
It's quite common to use English words in Dutch advertising, hence the "Special Select"; although I can understand if you prefer full Dutch.
I know it's usual to use English, but I'm affraid common customers don't understand Specialty Coffee Roaster. That's why I look for the Dutch term for it if it's translatable into Dutch.
For my shop, I'm trying to work out a bread analogy. Really, just can't beat freshly baked bread! *drool*. I just wish I was gifted enough to articulate that thought succinctly.
So you're suffering with the same problem I have.
Thanks for this contribution to my post, but I still have to search for better or decide to use the English term.
Jan "Coffee Freak" Schuitemaker
Coffee roasted or green, it can be plesant or mean.