May 29, 2020

Exploring The Relationship Between Specialty Coffee & Podcasts


Podcasts are a popular medium for reaching niche audiences through a combination of interviews, storytelling, and interaction. In the past few years, several specialty coffee podcasts have popped up – discussing everything from brewing methods to the origins of coffee. 

Listen to Perfect Daily Grind: Coffee Industry Insights on Spotify, Apple Podcasts or Google Podcasts

Here’s what three podcasters have to say about podcasts and what they offer the specialty coffee industry and its audience – as well as how Perfect Daily Grind (PDG) will use the medium to educate and share knowledge with a wider audience.

Listen to a recent podcast episode below

Coffee Podcasts & Their Role in The Coffee Sector

A brief search of any podcast hosting platform will reveal dozens of coffee podcasts catering to audiences across the world. James Harper is the creator of the Filter Stories – Coffee Documentaries podcast. He says that podcasts cover many angles of the coffee industry, ranging from green coffee processing and news bulletins to café management and roasting philosophy. He’s also noticed major companies and organisations starting to create content designed for a listening audience. 

Over the years, coffee podcasts have evolved to match different audiences. Jesse Hartman is Co-Founder and Producer of The Coffee Podcast. He says, “The scene has grown and changed a lot since I joined it… there are more coffee podcasts now than ever before… Each podcast offers something with a slightly different flavour. Some are very industry-focused and some use coffee as a springboard for other topics like what it means to be human or to encourage society to change. I’d say coffee podcasts are growing in number and diversity”.

Despite the number of coffee podcasts in existence, there’s still room for growth. Richard Sandlin hosts the Crown Podcast by Royal Coffee. He thinks that the current podcast scene is just getting started and could get bigger. James adds to this, saying that there’s still a huge scope for podcasts to expand, and that “the beauty of podcasting is that every niche can be served.”

Entering The Specialty Coffee Podcast Market 

Most coffee podcasts cover a range of topics, but some topics remain relatively unexplored, such as ones concerning marginalized members of the coffee supply chain. James says, “So much of the coffee media landscape is seen through the eyes of consumers, roasters, and importers. Podcast stories offer the chance for the specialty industry to see themselves through the eyes of farmers.”

It’s something PDG will cover in more detail through the newly launched PDG: Daily Coffee Insights podcast. The podcast will narrate articles that have been published on the website concerning the coffee supply chain. This narrative style will be similar to podcasts produced by the Economist and New Yorker. It’s a style that is still relatively new to the coffee industry.

PDG’s mission has always included making information more accessible to every member of the specialty coffee industry. A lack of access to information has been an issue faced by many in the past, and Jesse recounts having to read outdated books when looking for information on a topic for past podcasts. He says that podcasts can offer consumers expert insight and industry players valuable feedback, making education more accessible than ever before. 

Listen to a recent podcast episode below

PDG will start by sharing four podcasts weekly, each narrating a popular and relevant article published on the website. These episodes will be made available on most podcast websites and channels, giving PDG’s current audience another way to enjoy the website’s content, which can currently be read online in English, Spanish, and Portuguese.

For PDG Founder Henry Wilson, the launch of the publication’s podcast is a natural progression of its digital media focus. He says, “Podcasting is something that aligns with our core values and desire to embrace media outlets that are popular with our readership. Thanks to the skill of our team and the content they’ve carefully fact-checked and produced, we have plenty of content to share on this platform.” 

PDG currently has over 750,000 social media followers across its collective channels and will millions of annual page views. The launch of its podcast will enable to brand to reach a larger audience in a new format, including consumers brewing coffee at home, roasters commuting to and from work, and farmers overseeing coffee production and processing.

What do Coffee Podcasts Have to Offer Audiences?

Podcasts offer listeners unique benefits which might not be found in other mediums. With no visual elements, audiences can use their imagination. As James says, “What other medium allows you to take the time to immerse ourselves in the life of another person, in their actual voice, and gain new perspectives?”

Podcasts can also be enjoyed without using one’s hands or eyes, making it easier to pay attention to what’s being said and concentrate on it. Jesse says, “you… can dive deep into a conversation… and feel like you’re in the room listening. You’re able to contribute to the conversation by being present…taking notes, or sharing your thoughts with the publishers or other listeners.”

Because it can be accessed on mobile devices (and downloaded so it can be enjoyed offline), it can be listened to during daily activities. James says, “Podcasts are perfect for the mundane activities of life… you’re able to learn about the struggles of Ecuadorian farmers while frying eggs, learn how a blind man roasts coffee while sweating in the gym, [or] reflect on the ethics of the specialty value chain while stuck in traffic.”

Another benefit of podcasts is that as they take place online, analytics platforms can be used to track key information like engagement and audience location. This can help the podcast finetune its efforts and better meet the needs of its audience.

Coffee podcasts can educate listeners on a variety of issues, but ultimately most want to educate listeners on where their coffee comes from, and how it gets to them. This could go a long way towards helping consumers realise that quality coffee is worth the price.

Richard says, “Our industry is diverse but our focus is similar – how to get more people paying more for coffee. Wherever you work in the coffee industry and whatever your role is – we all want people to pay more and enjoy it more.”

With PDG joining the list of podcasts on the market, the specialty coffee industry will be in a better position than ever to connect listeners and make a real change.

Listen to Perfect Daily Grind: Coffee Industry Insights, on Spotify, Apple Podcasts or Google Podcasts

Photo credits: James Harper, Jesse Hartman, Richard Sandlin, Bax+Towner

Listen to a recent podcast episode below

Perfect Daily Grind

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