What an interesting video of the consumer perception of Quality Coffee. A number of interesting facts in this video.

The conclusion lists these points, but make your own conclusions:

• Low Quality (LQ) Coffee is consumed faster than High Quality (HQ) Coffee
• HQ environment (cafe) had a higher preference for HQ than consumers
• HQ does not diffuse passively to consumers
• Half of the consumers who identified HQ vs LQ preferred LQ
• Differentiated barriers for HQ preference

Interesting there is a belief that continued exposure to HQ coffee will scue this result, and they are going to do a study on that.

One comment is that their quality coffee is only an 85 🙂