FROM THE EDITOR: March 2006
The Rumour Mill
By Stacy Bradshaw
My editorial musings, to date, have been admittedly impersonal. Perhaps because I have approached my first year with Canadian Vending as a learning period – a time to absorb any and all information about our industry that I can. As a journalist, I act as curator for the industry, sorting through the plethora of news, marketing material and, as can be found in any industry, rumours.
The Rumour Mill
My editorial musings, to date, have been admittedly impersonal. Perhaps because I have approached my first year with Canadian Vending as a learning period – a time to absorb any and all information about our industry that I can.
As a journalist, I act as curator for the industry, sorting through the plethora of news, marketing material and, as can be found in any industry, rumours.
Many rumours turn out to be just that – unverified and often-unlikely pieces of information – and sometimes others turn out to be scary realities. One of particular interest to the office coffee service industry this month is that the soft-drink giant, Coca-Cola, has its eyes set on the single-serve coffee market.
When I first caught wind of the news in early January, I did some calling around and market analysts confirmed Coca-Cola is indeed taking a hard look at our industry. But the information remained a rumour, with little evidence and no official word from the company.
It wasn’t until two weeks later, around the end of January that every large online news presence had picked up an article from the Atlanta Business Chronicle investigating the prospect of Coca-Cola’s new brand, Far Coast coffee and espresso. Now I feel confident that I can bring this information to you as news, and not as rumour. You can read all about it on page 24. You can also read a subsidiary story on page 8, examining the marketing potential of Canada’s newest beverage trend – energy drinks.
As I shuffled through industry news and rumours this month, trying to keep my judicious, albeit young, head above water, I realized that amongst everything I have learned in the last year – through my colleagues and the knowledgeable industry members I’ve met – I am lacking one thing: the opinions and thoughts of Canadian vending and office coffee service operators. These are of the most important insights that we can receive – and the one thing we seem to have little of.
And so, I’ve written this editorial from a more personal point of view, because I am asking for something personal in return. I am seeking insight from those people that are out there everyday, living the life of which I am constantly speculating – the lives industry rumours directly affect. I’m asking our readers to help me decipher between the hard realities of this industry and the irrelevant fluff I so often come by.
I want to hear what independent office coffee operators think about Coca-Cola’s new initiative. I want to know if vending operators are seeing success with their energy drink sales. Or are they offering them at all?
I know it seems the one thing we have less of and need more of these days is time. So I recognize the magnitude of my request. But I send it with sincerity and only with the intention of benefiting those folks who are out there pounding the pavement, making an honest living in this hardest of working industries.
So make it short and sweet, or make it long and unruly. Either way, I want to know how things are out there. And if you’d welcome a visit, I’d love to come see you. E-mail firstname.lastname@example.org or call 888-599-2228 ext 240. o