Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.
In the CEO Afterlife
JUNE 8, 2016
The team also had to go through the pangs of training its employees to be strictly coffee experts, conducting “cuppings” (otherwise known as coffee tastings) and product knowledge courses so that “when a neighbour asked them about coffee, they would be able to talk about the origins, the roast, the grind.”.
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