A Word From the Coffee Heretic…Mark Overly…
May 24, 2012
(note: Mark Overly owns Kaladi’s – a coffee shop near the University of Denver, on Evans Ave a few blocks east of University Blvd. One of my daughters, unsolicited from me, described Kaladi’s coffee as `easily the best in Denver’. Agreed. Mark knows as much about coffee as anyone … and also about commodities markets to which coffee is tied. Here is an interesting column – lifted from his blog `The Coffee Heretic‘ to which a link has been added on this blog site. It concerns info on yet another scam – that of `speciality coffee’…well written and fascinating)
Source Washing and the Illusion of Transparency.
Not too long ago McDonald’s determined they had an image problem and wanted to do something about it. No, they didn’t want to address the issues that contributed to the problem, they wanted a PR campaign! The problem, as they saw it, was that too many people saw McDonald’s as a huge, soulless, corporate monster hellbent on destroying the health of its consumers and the livelihoods of its suppliers, or something to that effect. The solution would be to put a face behind the product. One post featured a beef farmer, another a potato farmer. By focusing on the people who supply McDonald’s they hoped to deflect the negative image the public held.
It would have been a successful campaign had they not decided to deploy it through social media that allowed for user comments. All went well for a short time until they were forced to take down the posts as negative comments began to dominate the discussion. By opening up the posts to comments they inadvertently exposed themselves to their own hypocrisy. Many users were not swayed by the campaign and called out the company on their practices. (for the rest of the article, click here)