Small Is Beautiful—
The Coffee Roasting Business in Bremen
After Aarhus, our trip becomes even
more active and timely intense. We departed for Bremen by train at 5am, passing
by Flensburg, Hamburg. It is interesting to note that there is no VISA check at
the boarder due to European Union policy, which made the train trip. The advent
of EU brings massive economic benefit to union members and the world, which
might not be easily noticed in the normal life. At this time, I did enjoy the
benefit of free pass and was thinking about its potential improvement of
effectiveness and efficiency of the cooperation among countries in the European
area. I think the EU policy makes the Europe even smaller.
It was 1pm when we arrived Bremen.
Bremen is the second largest city in the northern Germany with about half
million population. Bremen has a reputation as a working class city. Along with
this, Bremen is home to a large number of multinational companies and
manufacturing centers. Most importantly, people here have a beautiful mind that
makes business constant and perpetual life.
We toured a coffee roasting
business with about a hundred year history, now managed by his third
generation. It roasts all kinds of coffee from 25 countries, mostly light-roasted which is Germany’s taste. They import green
coffee beans from Africa, Asia and Central America. Its productivity is around
30 tons per year. Compared to other national roasters, whose capacity could be
up to 20 tons per day, it is a very small size roasting business. In Bremen,
however, it is one out of five largest roaster with a host of loyal customers.
In contrast to industrialized producing in large national roasting companies,
they insisted manual roasting, with an old-style roaster since 1958. Unlike
controlled by computers, manual roasting really requires an extreme time and
temperature control, which is not taught in books, but only in work. That
means, practice makes perfect. As the manager said, her roasters usually need
years of practice before independently handling the machine. This method/skill,
accumulated by years, is really a great fortune. Even industry leaders like
Starbucks tour her company many times, asking for how to make roaster better taste.
But it is not easy to be copied. Its marketing network is very simple,
consisting of a group of retailers and a small part of E-commerce. Although the
manager didn’t mention her business culture, I could suggest that must be
consistently high quality products for customers. Just as the manager said, a proportion of
customers could back to her grandfather’s time.
With a great reputation, this
company runs very well. I ever asked why not to expand the market and make the
business bigger, which I think they have capacity of enlarging productivity and
market network. The manager said, “We are intending to be large. Because, it
will hurt the quality of our products. Now we have an appropriate producing and
a decent market. We are running well. As I think, to be small is good.”