I was out and about in London today and I saw a brilliant sign in a Costa coffee shop, 'businesses don't make coffee, people do'. That message while simple is so effective, not only the product that you see in the shop, but those that grow it thousands of miles away and all those in between that ship it and roast it, the list would go on. The wall in the shop demonstrated how Costa sees its people, pictures of the 'Barista of the year', the farmers and children in a nursery who benefit from the Costa foundation.
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