Business Commons^™

Portland Roasting Company: Farm Friendly Direct, Madeleine E. Pullman, Brandon Arends, Mark Langston, Greg Price, Greg Stokes

Business Faculty Publications and Presentations

This case describes the issues and dilemmas facing a company in their efforts to differentiate their product through a social sustainability programme. Over the years, the company has built a strong reputation with their sustainability efforts, particularly amongst their peers in the specialty coffee industry. There is some question as to whether this reputation has been visible to consumers and if consumers see the value-proposition. The case covers the history of coffee, the specialty coffee industry, the supply chain and roles of different participants, and the competitive landscape.

Furthermore, most of the competitive eco-labels and certification schemes are discussed. The …