A sort-of case study on StoK Coffee's Partnership with a non-coffee creator, a conversation about the farmer-as-influencer model, and other things that I think about often.
I agree so much with a lot of this, but I think there's also so much space for the industry itself to explain it. I have never been more fascinated than sitting across from a (something) generation winemaker in his shed explaining to me the technical elements of biochar and what it did for the water usage on his vineyard. I loved his wine before, after I became a diehard stan. One on one, the science and story melded perfectly and I wish more people could have that experience.
Oh absolutely, I talk about that under the “farmer as influencer” section. I think getting really nerdy is valid and fun but it has to be with the right crowd. And we need to allow our customers to retell the nerdy stuff in their own language which may see oversimplified to us but is actually much more digestible to their audience.
The world’s most successful wine TV show was made by a team of people with no professional background in wine (except for me, who spent the whole time trying to ignore everything I felt I ought to say about wine).
I agree so much with a lot of this, but I think there's also so much space for the industry itself to explain it. I have never been more fascinated than sitting across from a (something) generation winemaker in his shed explaining to me the technical elements of biochar and what it did for the water usage on his vineyard. I loved his wine before, after I became a diehard stan. One on one, the science and story melded perfectly and I wish more people could have that experience.
Oh absolutely, I talk about that under the “farmer as influencer” section. I think getting really nerdy is valid and fun but it has to be with the right crowd. And we need to allow our customers to retell the nerdy stuff in their own language which may see oversimplified to us but is actually much more digestible to their audience.
The world’s most successful wine TV show was made by a team of people with no professional background in wine (except for me, who spent the whole time trying to ignore everything I felt I ought to say about wine).