Madcap Coffee, a Michigan – based roasting company renowned for its focus on quality, has recently introduced a new sibling brand named Dito Coffee. Sporting a lively pink branding, Dito Coffee offers a more budget – friendly option for numerous consumers.
This Grand Rapids – based firm is capitalizing on its pre – existing direct – sourcing connections with coffee producers. By doing so, it can purchase larger volumes of coffee. Dito’s offerings typically score one or two points lower on the 100 – point Specialty Coffee Association legacy cupping scale.
Although they may not possess the same level of complexity or flavors as some of Madcap’s products, which usually score 85 or above according to the company’s criteria, Dito’s coffees are still designed to be well – balanced and flavorful.
As Madcap Coffee Founder Trevor Corlett recently told Daily Coffee News, “There are some excellent’specialty coffees’ in the 80 – 84 score range that haven’t been a good match for us historically. The aim of creating the Dito brand was to find a creative means to reach a wider audience, purchase more from our partners, and explore different delicious coffee options.”
Casey Routledge, Madcap’s head of coffee operations, now sources coffee for both brands. The initial Dito lineup includes two blends, Weekend and Spark, with coffee beans sourced from producers in Guatemala, Colombia, and Brazil.
Both blends incorporate coffee from José Arturo Alarcón in Huehuetenango, with whom Madcap has collaborated for the past three years. Corlett stated that next year, Dito will include coffees from Madcap’s long – standing partners, the Rodriguez family in El Salvador.
Corlett also mentioned, “The great aspect of the different sourcing approach for Dito compared to Madcap is that we can buy more from our current producing partners. Dito serves as an outlet for coffees that didn’t fit Madcap’s product lineup.”
This initiative comes at a time when there is widespread worry in the U.S. about the increasing price of green coffee. Many roasters are raising prices to cover costs, and there are new concerns regarding tariffs on goods from coffee – producing countries.
Corlett said, “The market situation has compelled us to be even more innovative with our back – end pricing structure. Our goal with Dito was to offer more affordable coffee than Madcap. We’re fortunate to be able to figure out how to blend our margins creatively to keep providing an affordable product, at least for now. How long it will last, we’ll have to wait and see.”
The Dito model isn’t unique. In 2019, when commodity coffee prices were at historic lows, Pennsylvania – based Passenger Coffee launched a sibling brand, Necessary Coffee, with the aim of supporting producers through higher – volume purchases.
At Madcap, which Corlett founded in 2008, the Dito brand is part of a larger effort to engage customers. The company currently operates four café locations and may be planning to open more.
Corlett expressed, “Madcap’s cafes have been doing really well after COVID, and we’re eager to expand. Also, I have a soft spot for creating café spaces.”
Those interested in hearing Corlett’s insights on coffee prices, the retail coffee landscape, or other coffee – related topics will soon be able to access “The Proper Cap: A Madcap Coffee Podcast.” Hosted by Corlett and Madcap L&D Manager Josiah DeBoer, the podcast is set to launch later this month.
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