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Consumers today want more from their coffee: they want a meaningful experience. Specialty foods are up by 310 percent in terms of menu inclusion. For restaurants and hospitality operators, coffee offers a unique way for operators to differentiate themselves in a crowded market and make a better connection with clients.

On this episode of The Barron Report, host Paul Barron sits down with Kika Buhrmann, the vice president of B2B USA at Nespresso, a specialty coffee provider. The company\u2019s state-of-the-art machines use coffee capsules to brew a number of coffee and espresso flavors.

\u201cOn average, customers today consume four different types of coffee each week,\u201d says Buhrmann. \u201cMillennials are more open to differentiation in coffee. The artistry behind coffee is becoming more and more appreciated and recognized.\u201d

Nespresso encourages businesses and customers alike to recognize the surprising similarities in the production process that exist between wine and coffee. The company is passionate about promoting awareness of the intensive process behind coffee production, and encourages its customers to see the importance of cup selection, maintaining sustainable practices, and using renewable materials throughout the production process \u2014 right up to the point of drinking the coffee itself.

\u201cThe sustainability program sits at the core of our company,\u201d Buhrmann explains. \u201cAluminum is the most sustainable material out there today, so all Nespresso capsules are made of aluminum to preserve the quality and freshness of the coffee. For any decision that we make, we look at the impact on our value chain: instead of focusing on what is the easiest thing to do, we like to focus on what is the right thing to do.\u201d

First established in 1986, Nespresso currently works with over 100,000 coffee farmers in 13 countries. The company is highly invested in the future of both the farmers\u2019 families and the larger communities surrounding those farmers \u2014 Nespresso wants to ensure that coffee farming remains sustainable on both the local and global level.