DRC Rebrand update & pricing change
Deeper Roots Coffee Rebrand
Over the years the Deeper Roots brand has seen updates through packaging changes, logo redesign, social media presence and more. As an organization, we have been fortunate enough to work with some truly incredible businesses and we have evolved from sourcing and roasting coffee to serve our wholesale customers to opening our own retail coffee bars and serving our communities directly.
This rebrand is a visual evolution of our brand to reflect the audience we've reached as we've grown. At our core, Deeper Roots will always believe in quality, relationship, and sustainability and this holistic update to our branding represents our culture, values, and identity.
Ordering Changes & Designated Bag Sizes
One of the most noticeable changes in our brand update is our new packaging, which will begin rolling out March 1. Our team has been working closely with our friends at Edelmade on this and we can't wait for you to experience them.
Along with our new packaging and the introduction of branded 2 lb. bags, we are refining our wholesale ordering process to make it even clearer for you, our valued partners.
Starting March 1, all coffee orders will be placed by bag quantity. Our designated bag sizes are 5 lb., 2 lb., and a 12 oz. retail bag. To make ordering easier, your BlueCart product catalog will now feature separate SKUs for each bag size (see reference image below).
If you have any questions about these updates, feel free to reach out—we’re always happy to help!
Improved Marketing Collateral:
Another exciting update coming out of the rebrand are the improved marketing materials. We love the way our new Coffee Profile Sheets & Coffee Grinder Cards are turning out and very much hope that you all can use these in your shops. The grinder cards are a great way to show your customers what you’re brewing that day and the profile sheets provide a more in-depth story on each coffee offering. You can access these any time on our DRC Wholesale Hub (password: good4thepeople).
Price Change:
As you may be aware, the global coffee market, also known as the C-market, has seen significant fluctuations in recent months. The C-price, which is the benchmark price for arabica coffee, has been experiencing upward trends due to a variety of factors, including supply chain disruptions, decreased production volume due to climate challenges in key growing regions, and increased production costs. Below you will find a graphic illustrating the C-price change over a 5 year period and the current c-price, which is at a 40 year high – $4.33/lb as of February 13. See the graph below for the c-price trajectory over the last year.
Although Deeper Roots is relatively insulated from the impact that the c-market has on green coffee prices because of our direct & relationship-based sourcing practices, we are unfortunately not entirely immune.
As a result, we will be implementing a price adjustment on our staple coffee blends as well as our seasonal decaf offerings to reflect these market realities while ensuring we continue to provide you with the high-quality coffee and support that you expect from us. Our hope is that these adjustments allow us to remain as sustainable and reliable in our products and services as you have come to expect of us.
We understand that pricing changes can have an impact on your business, and we encourage you to take this opportunity to reevaluate your own retail or menu pricing. Ensuring that your pricing structure remains aligned with market trends will help you maintain a sustainable and successful operation. We’re here to support you and would be happy to discuss strategies to help you navigate these changes effectively.
Thank you for your trust and loyalty. We feel very fortunate to be able to work with such amazing partners and hope for nothing but the best in the future. If you have any questions or would like to have a more in-depth conversation about these adjustments, please don’t hesitate to reach out. We're always here to help.
All our best,
Deeper Roots Coffee Customer Support Team