True Blue Coffee Roasters: Roastmaster Rob's Corner 03-2008

ROASTMASTER ROB'S CORNER
March 2008

The following is from one of my recently published articles...

True Blue Coffee Roasters Growth Due To Focus On Customers
It happens often. You buy a product, get home and try it, and say to yourself, “This is good,
but if they would only add this, it would be even better.” Most people let it go at that.
However, at True Blue Coffee Roasters, the gourmet Organic Fair Trade coffee roasters, the
customers get a chance to tell the company what those suggestions are. “At our core, we
are a customer driven company,” Rob Luzader, Chief Operations Officer at True Blue Coffee
Roasters explains. “Our customers are the ones who make our business profitable. We listen
to everything they tell us. Our business model is clear; when you let the customers assist
you in molding the company, the customers get the products they want, and know that their
feelings matter.”

Many of the company’s products and practices came about as a direct result of having the
customers give their input. “From the size of the packages to the amount they are willing to
pay for shipping are directly related to suggestions and comments our customers have
made,” Luzader went on. “We encourage our customers to get in touch with us. Our
customers can call the shop, email us, write us, whichever way they choose, and we are all
available to them. From the CEO down to the guy who seals the coffee bags, we are all
available to talk with customers when asked.”

In a time when profits seem to be the driving force for most companies, True Blue Coffee
Roasters takes a different approach. “Profits are an incentive. They should never be the
motivator,” Richard Smith, CEO of True Blue Coffee Roasters said. “While we love to see
profits, we are motivated more by the fact that we are giving our customers a say in our
business, as well as providing the best Organic Fair Trade coffees they can find. Profits are
nice, but well satisfied customers are even better,” Smith quipped.

Having the customers get so directly involved in the business may be unusual. But if the
comments made by their customers are any indication, it is working. “They have
accommodated every request I have made,” explained Betty Fisher, a regular True Blue
Coffee Roasters customer. “ I remember when I called because the coffee was too fine for
my coffee maker. They adjusted the grind on it, and now it is perfect. I am so happy with
them. It isn’t often that a company takes the time to actually listen to their customers, but
these guys do. I plan on being a customer for a long time.”

To check out True Blue Coffee Roasters for yourself, visit their website at
http://www.trueblueroasters.com. You can find a complete list of the coffees they offer, sign
up for their newsletter for money saving coupons, as well as how to get in touch with them.

Roastmaster Rob's Corner is a monthly column by Rob Luzader, chief operations officer of
True Blue Coffee Roasters. If you want to send Rob a question or comment, please use our
main contact form. Just choose Roastmaster Rob on the pull down menu, and it will go
directly to him. You can also see past colums here.