the shade of tall trees produces the original and best taste of high quality than those from direct sunlight. Hence, they conserve the environment. The family indicates that it saves the cost of production by growing and importing their coffee, keep the market cost down, and mitigate the danger and risk of the coffee market. Moreover, Rogers Family Company is a risk-takers and does not want to have any shareholders outside the family. Boone and Kurtz (2012) indicated that an entrepreneur takes the risk to benefit from the final reward. They do every process from planting to the production of coffee by themselves taking any risk that can occur, such as reduced coffee bean quality. The company broke the odds from other coffee been producers and decided to roast and grade the coffee at their town factory. Even if the company did not understand the market well, the process of coffee production, and the way to compete with big companies, it had to produce the coffee from experience gained from other family members when growing up. However, the company also innovated the new method of roasting coffee to try not to imitate other companies and have their own taste in the market. References
Boone, L. & Kurtz, D. (2012). Contemporary Business, 18th edition. John Wiley & Sons, IncSF Bay Coffee, (2014). “The Story of Rogers Family Coffee Company”. Youtube. Retrieved from Version, K. J. (2017). Holy Bible. Arcturus Publishing Limited.
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Coffea, coffee bean, Coffee roasting, Rogers Family Coffee Company