Organic Brew: Case Study

1. Revised NAB Company.
My company’s name is Charis Benefits, LLC dba Healthy Organic Brew.

2. Revised Company’s Mission Statement.
Healthy Organic Brew is a pleasurably smooth, hot beverage with naturally blended herbal and spice ingredients. Herbs and spice included are ginseng, gingko biloba, and cinnamon spices. Our aim is to provide a healthful, while very tasteful organic coffee product that supports the health of humans and the environment. Our goal is to produce a certified organic ground coffee using the best and most environmentally friendly methods without the use of chemicals and pesticides. We are targeting consumers globally who can appreciate our company’s commitment to being socially responsible corporately. As a mission-minded

In 2012, organic coffee & tea accounted for 39.8% of the total beverage revenue share in (foodmanufacturing.com).

A shift in consumer preference toward healthier products and increased awareness has resulted in a surge in the demand for organic food and beverage products. Organic products use ingredients that are grown using methods that are said to preserve the environment and that avoid the use of pesticides (marketrealist.com, 2015).

4. Strategic position.
Our company’s strategy is based on segmenting the market into organic beverages. “Organic beverages markets are witnessing growth due to increasing consumer awareness regarding health benefits associated with it” (foodmanufacturing.com para. 4). The Food Manufacturing website further states, the market is witnessing a steady rise, which leads them to gain a significant position in the market due to their finished quality and better formulation flexibility (foodmanufacturing.com).

5. Overview of my company’s distribution channels. Our company’s organic coffee product will reach end users by being made

available in health food stores and their eateries, other retail stores such as

The principal guidelines for organic production is to use materials and practices that enhance the ecological balance of natural systems and that integrate the parts of the farming system into an ecological whole (nal.usda.gov).

Our non-alcoholic beverage must be labeled organic according to the USDA Consumer Brochure: Organic Food Standards and Labels. “Before a product can be labeled ‘organic,’ a Government-approved certifier inspects the farm where the food is grown to make sure the farmer is following all the rules necessary to meet USDA organic standards” (nal.usda.gov, para. 3).
In order to mitigate such regulatory risk, we must obtain proof from the farmer that the farm where our coffee beans are grown has been inspected by a Government-approved certifier as often as required by law.
My company faces market risk:
There is a possibility the demand for our organic coffee either slows down, or no buyer can be located (Abrams, R. (2014). In order to mitigate such market risk, our company should investigate market trends before entering into contracts. My company faces competitive