The following is our Hygge Coffee Company 2024 Vivid Vision. Creating a Vivid Vision brings the future into the present, so everyone has clarity on what we're building now. It's a detailed overview of what Hygge will look like, act like, and feel like three years out - by January 1st, 2024. Sharing it with others helps it become reality!
We are often asked, “What makes your coffee different?”
That is always a very interesting question to answer.
A natural first reaction would be to say we want to source and roast the best tasting coffee in the world. Well, unfortunately that is an unattainable goal. Judging the palatability of coffee (like other food items) is entirely subjective.
What is one person’s favorite, might be the next person’s least favorite. So, to identify that has a company goal would be entirely unattainable for our team to reach.
Instead, we want to source coffee with a story.
We look to support coffee growers and importers that are doing things the right way.
Our focus is on supporting regenerative forms of agriculture on the farm. We only get one Earth. So, we want to support those that are practicing responsible growing methods and are trying to leave the Earth better then they found it.
We also are focused on supporting growers, importers, and organizations that are dedicated to reinvesting into the coffee growing regions that we source from.
Our focus is not to source coffee as cheaply as possible. Our focus is to pay fair prices for the coffees we source. So, the stakeholders have the ability to reinvest in their communities, their operations, and their families.
Our coffee is not a fit for everyone. If a business is looking for the cheapest option available, we are not a good fit.
We are focused on partnering with artisans and businesses that are interested in investing in quality, and the story of the coffee we source and roast. They love the story so much, they want to be a part of it, and they want to share it with others.
Our artisan partners add our coffee to packages that include their handmade goods.
Our business partners are businesses looking to provide quality coffee to the team members in their office, are hospitality businesses (coffee shops, restaurants, breweries, and bakeries) looking to serve our coffee to their customers, are retail locations looking to add our coffee to their current offering, or are boutique hotels & resorts looking to enhance the story of their guests’ stay with the story of the coffee they enjoy each morning.
Hygge's Look and Feel
Hygge Coffee Company was born in the mountains of Montana. That is where our roots are.
In addition, we are always looking to stay on the cutting edge of coffee and technology.
Our offices, roasting facility, and main café all have a “mountain modern” feel. You feel a sense of warmth and comfort amongst the fusion of contemporary, modern, and industrial design styles. Giving you that feeling of home; but, a sense that we are not trying to stay stuck in the past (or present).
We are located in an underutilized commercial facility. We have been able to breath new life into the building and the community that surrounds us.
"You are either green and growing, or ripe and rotting."
As a company and a community, we foster a mindset that is always trying to learn, grow, and take steps towards a better future.
Products + Experiences
Our products are available for purchase from a variety of sales channels:
Hygge Retail Locations
- Our Website (hyggecoffeeco.com)
- Affiliate Sales (through our website)
- Retail Partners (brick and mortar)
- Retail Partners (e-commerce platforms)
- Wholesale Partners
The process of coming up with the products and coffees we offer is a
collaborative effort. We never source anything with only profit in mind. The products that we offer must meet our strict quality and product standards. In addition, we focus on products that have a great story behind them and represent everything Hygge is about.
The process of final product selections is a collaborative team effort. Everyone on the Hygge team has input in the process. We know that, since we are in the food and beverage industry, feedback of our products is subjective. We will never be able to make a fan out of everyone. We are ok with that. Although we will continue to learn and master our craft, we will stay focused on what we want to represent and offer products we enjoy and are proud of.
Some of our current Hygge product offerings are:
Full Service Hot Coffee Bar
- Pour Overs
Cold Brew on Nitro
- To-Go Lattes in ½ Gallon Cartons
Whole Bean Coffee
Coffee Brewing Equipment
Hygge Branded Merchandise
- Custom Roasting + White-Labeled Coffee
We are also able to take the “Hygge Experience” on the road with our mobile coffee solutions. We have a coffee cart that gives us the ability to serve at other hospitality locations, parties, weddings, and corporate events.
For larger outdoor gatherings (such as farmer’s markets, corporate events, and outdoor weddings) we have an enclosed trailer that we have tricked out to wow any crowd.
Connect & Recharge
Every year, members of our team get the opportunity to connect and travel to meet with vendors, growers, or attend industry events. These opportunities nurture the culture of learning within the company. In addition, it serves as a reminder to the impact Hygge is having in the world. Helping to keep the fire burning inside the hearts and minds of the team.
Benefits & Community
Since day one, Hygge has been focused on building community and being environmentally conscious.
To this day, that focus has not changed.
We offer special discounts to our Hygge Community Members, and provide discounts when customers come in and purchase coffee with the use of a refillable jar. Although the coffee bags we use are 100% compostable, the less garbage we can produce the better!
We also partner with local organizations to use our platform to advance the work they are doing in the community.
We provide fund generating opportunities such as “profit sharing days” where a percentage of every transaction goes the organization we are partnering with that day.
We also donate excess roasted coffee to the Missoula Food Bank.
"A rising tide raises all ships."
The meaning at the root of this saying makes up the foundation of Hygge Coffee Company. From our team members and company, to our customers and community; we are all in this together. The loyal customers that make up the Hygge community give us the ability to support and highlight the work of hardworking farmers and artisans from around the world. In turn, the support we receive gives us (as a company) the ability to give back and help our community grow.
Where other companies focus on "talking at" customers (and constantly trying to sell); we focus on providing value by "talking with" our customers.
Our marketing is 95% value-based content, and 5% direct call-to-action advertisements. The bulk of our marketing is educational and/or entertaining content intended on making deposits into the "relationship account" with our customers and community. This consists of blog posts, YouTube videos, and other social media posts. The paid ads consist of seasonal specials, and targeted offers.
We believe “a rising tide raises all ships”. That is why, one of our main marketing channels is our robust affiliate program.
Although anyone can sign up to become a Hygge Affiliate, we actively focus on signing up non-profit organizations as paid affiliates. Instead of running paid advertising campaigns, we would rather give those advertising dollars to our passionate affiliates who believe in the Hygge mission and decide to share it with their communities.
In addition, our products are available for purchase on numerous digital marketplaces; as well as, on the shelf in brick-and-mortar locations.
Word of mouth is our main source of marketing. We can say we are great all we want; but when you are shopping and someone else points us out to you.
That is powerful.
Our team is not made up of people looking to just “punch the clock”. Our team is passionate about what they do. Each person understands the impact our mission has on everyone from the coffee growers and our strategic partners, to the person sitting in the café enjoying a cup of coffee with a friend.
As a company, we appreciate how much the team invests in Hygge’s mission and goals. In return, the company makes it a point to invest (where it can) in the mission and goals of each team member. No matter if their mission and goals are focused inside or outside the company, we only want one thing. For the members of our team to succeed.
Interested in accessing a free PDF version of our 2024 Vivid Vision? Click Here.