WHERE ARE WE | Safari Pride Coffee

About Safari Pride

Safari Pride Coffee's point of view is rooted in a deep, authentic connection to the origins of coffee. Founded by Samuel Ngwa, a Cameroonian immigrant, the brand is a testament to the rich heritage and enduring legacy of African coffee cultivation. What sets Safari Pride Coffee apart is its genuine narrative - a story that begins with Samuel's childhood in Cameroon, where he was intricately involved in the traditional coffee farming process. This backstory infuses the brand with a sense of authenticity and richness that is rare in the coffee industry.

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Story & Our Competitive Landscape

The central human truth about Safari Pride Coffee lies in its founder's journey - from seeing coffee as a means to an education to recognizing its cultural and economic significance. This journey reflects a broader human experience of discovery, heritage, and transformation. The brand is deeply meaningful, not just in its product but in its purpose: to provide a non-European market for African coffees, thereby offering a fairer deal to the continent's farmers. If Safari Pride Coffee were a person, they would be deeply insightful, culturally aware, and passionate about social justice. They would be sophisticated yet approachable, serious about their cause but warm in their interaction. The brand promise is to take consumers on an enriching 'safari' across Africa, offering unique, high-quality coffees, while also empowering the local farmers who cultivate them.

In the coffee industry, particularly in specialty coffee, there's a significant focus on origin, quality, and sustainability. The category is crowded, with numerous brands vying for market share by highlighting exotic blends, artisanal roasting techniques, and ethical sourcing. What many of these brands lack, however, is a deeply rooted connection to the source of their coffee. This is where Safari Pride Coffee has a unique advantage. Its story is not just about the product; it's about the culture and history of African coffee.

Competitors in the specialty coffee sector often emphasize fair trade and organic certifications to appeal to socially conscious consumers. While these are important aspects, Safari Pride Coffee's approach goes further by directly connecting consumers to the heritage and stories of African coffee growers. This not only distinguishes the brand in a crowded market but also resonates with consumers seeking authenticity and a deeper connection to their purchases. However, the challenge for Safari Pride Coffee lies in navigating a market where larger players often dominate shelf space and marketing channels. The brand must leverage its unique story and genuine connection to African coffee culture to carve out a niche in a competitive landscape.

Consumer Insights

Through demographic research we have identified our main consumer group as 'Aspirational Fusion' witch comprises of young, multi-ethnic individuals and single parents living in urban, low-income neighborhoods. Their life is a balancing act between financial constraints and the aspiration for a better future. This group values practicality and affordability in their living choices, opting for fixer-upper apartments as a means to manage their tight budgets. However, their financial limitations don't dampen their aspirations; rather, they fuel a relentless pursuit of betterment. These individuals see value in opportunities that align with their budget yet allow for self-improvement and family welfare. Their transient lifestyle, characterized by frequent moves, is a testament to their constant search for better job opportunities and living conditions. This group's motivations are deeply rooted in the desire for stability and progress despite economic hardships, making them receptive to brands that acknowledge and support their journey towards a better life.

One Major Insight that we have found out is that our consumer group was not as interested in the "big brand names" and are attracted to more practical product's that can suit there needs not as much as there "wants". This what we hope to play into with our initiative.

Culture Insights

The cultural landscape surrounding the 'Aspirational Fusion' audience is marked by a shift away from traditional urban allure to a more practical, community-focused environment. The disappearance of upscale urban amenities in favor of accessible, essential services like corner groceries and hair salons reflects a change in priorities. This shift is mirrored in their living spaces, often set in neighborhoods with a rich industrial past, now adapting to a service-sector-driven economy. Environmental stresses like economic uncertainty and the need for affordable housing significantly impact this audience. Aligning with movements or initiatives should be approached with sincerity and authenticity. The brand must resonate with their lived experiences, offering solutions that genuinely address their needs without falling into the trap of 'woke-washing.'

Social Insights

Communication within the 'Aspirational Fusion' group is likely grounded in face-to-face interactions in community-centric places like local establishments, parks, and playgrounds. While social media usage wasn't explicitly mentioned, their engagement with fashion and local entertainment suggests that visual and community-focused platforms could be relevant. Influencers in their lives are probably those who mirror their experiences, like local community leaders or peers, rather than distant celebrities. Their social discussions are likely centered around local events, shared community experiences, and practical lifestyle tips that resonate with their daily challenges and aspirations. Understanding these communication dynamics is crucial for any creative team aiming to connect with this audience. The content should be relatable, community-oriented, and reflective of their collective experiences and aspirations.