TRC and Spruce Haven Farm Presenting a Case Study of Sustainability

We are proud to announce that TRC’s own Elliot Savitzky, SVP, along with our client Hannah Robbins, CMO at SPRUCE HAVEN FARM presented at the MRMW Merlien market research conference in Atlanta, June 15th. They also presented the case study at the Quirk’s Event in Chicago on April 12th and The Coffee Expo in Boston, on April 10th.

Together, they showcased how our market research efforts helped relaunch their innovative cold brew coffee product through the use of cutting edge research techniques – Two Dimensional Max-Diff (2DMD)™ and Bracket™.

The Spruce Haven Farm family started in 1987 with a small herd and a dream. A dream of “Be fruitful, and multiply, and replenish the earth.” These words inspired a lifelong passion for innovation in farming and sustainable action.

Spruce Haven Farm is committed to doing good.  They developed Spruce, a cold brewed coffee that contains fresh, traceable ingredients – creamy milk from pampered dairy cows, blended with high-quality Arabica coffee from a family-owned coffee farm in Guatemala. Their transformative and sustainable farming practices have led to the creation of a milk product that has been proven to boost immunity and is believed to reduce the risk of several other diseases.

The presentation was about finding the most appropriate target group for an innovative product that is committed to doing good.  Good to the consumer, good to the community, and good to the environment. Together, TRC Insights and Spruce Haven Farm took a hard look at all the marketing components of the brand.  The name, the package, pricing, the message, distribution, and the product itself.

Given the extraordinary times we face and continue to face during the pandemic, we went in search of the consumers that would most benefit from the values held strongly by the brand and how to best deliver the message. We employed our proprietary techniques to help us find the answers.

Attendees had the opportunity to learn how we guided the company to optimize the name, the package, the pricing, the target and the messaging that will allow it to grow during these challenging times.