A consumer-first future for specialty coffee.
We are building the insight infrastructure that helps an exceptional product category understand the people it serves.
World-class knowledge of coffee. A missing understanding of people.
For decades, the specialty coffee industry has invested in origins, varieties, processing, roasting, brewing and sensory quality. Those investments transformed what coffee can be.
Consumer expectations, motivations and perceptions of value are evolving just as quickly—but the shared intelligence needed to respond has not kept pace. Furthers & Betters exists to close that gap.
Understanding Coffee Built the Industry. Understanding Consumers Will Shape What Comes Next.
For decades, the specialty coffee industry has invested in understanding coffee itself—its origins, varieties, processing methods, roasting techniques, brewing science, and sensory characteristics. These investments have elevated coffee quality to extraordinary levels and transformed the way coffee is produced, sourced, and prepared around the world.
Yet while the industry has become remarkably sophisticated in understanding coffee, it has devoted comparatively little attention to understanding the people who drink it. Consumer expectations, motivations, purchasing behaviors, and perceptions of value continue to evolve, but the insights needed to understand and respond to those changes remain limited. We believe the future of specialty coffee depends on closing that gap.
The future of specialty coffee depends on understanding consumers as deeply as we understand coffee itself.
Consumer insights and intelligence is not a competitive advantage to be hoarded, but a collective capability that strengthens the entire specialty coffee industry.
We conduct rigorous research and translate it into human-centered stories that inform smarter decisions and inspire meaningful action.
Bringing Consumer Intelligence to the Forefront of Specialty Coffee’s Future.
Furthers & Betters was founded to bring consumer understanding to the forefront of specialty coffee. Through original research, syndicated consumer intelligence, and strategic partnerships, we help coffee brands, retailers, equipment manufacturers, importers, exporters, and industry organizations better understand the people they serve. Our work transforms consumer insight into smarter business decisions, more meaningful customer experiences, stronger brands, and innovative products and services.
Our ambition extends beyond publishing research. We are working to establish consumer intelligence as an essential discipline within specialty coffee—one that stands alongside coffee quality as a foundation for the industry’s long-term prosperity. We’ve spent decades perfecting supply. Now it’s time to unlock demand.
Different disciplines. One shared ambition.
Brian Gaffney
