Gorilla Coffee’s Post

“Organic since day one.” Legacy Sonoma County coffee brand Taylor Maid Farms was struggling to compete with newer, trendier coffee brands. I joined as interim CEO to help reposition the company for growth. They had a lot of advantages that set them apart from the competition, but their brand position did little to communicate that. They were unique because they'd been dedicated to roasting organic coffee since 1993, far before other regional roasters became organic certified. So we leaned into that commitment to quality organic coffee, bringing it front and center with the rebrand to Taylor Lane Organic Coffee. The new tagline "Organic since day one" positioned us as fully committed to the organic ideal, something that was important to customers in Sonoma County. Here's how to position your coffee brand based on quality: 1. What element of quality is important to you & your customers?  2. Weave that element of quality into everything you do.