From September 11 to 13, the France of coffee will meet at the Paris Coffee Show. Before that, in Le Havre, the Fitzroy Café (another festival) will also have celebrated the product. In the same vein, other events are in focus (the Barista Championships at Sirha) and the Paris Café Festival. So many meetings that say a lot about the coffee’s ability to bring people together. Of course, there is the pleasure of taste, aromas, discovering new varieties or styles of roasting. Basically, when all that is said, we understand that it is a matter of pretexts for the meeting. However, after a year and a half without physical interactions, the next dates are eagerly awaited. Besides, don’t the organizers of the Paris Coffee Show qualify their event as a “reunion”? Yes, the café brings together all the social values: conviviality, exchange, sharing, pedagogy, transmission, solidarity, discovery… Even social networks do not do better. Yet coffee players have not hesitated to invest their presence in the platforms in question, making the product a “good customer”.
We are in direct contact with the producers and their daily lives. We are closely following the arrival of a new harvest promised by importers. We train in the extraction techniques that baristas provide live. We are witnessing extensive exchanges between coffee experts. We are gaining more and more knowledge about the use of equipment. We participate in virtual festivals. Obviously, the coffee community knows how to create links and adapt whatever the situation. But, the meeting remains his preference.
Social link developer
Belonging to the same professional community necessarily creates links. This can easily be seen during major events in the coffee sector. Where the product acts as a catalyst for meetings and discussions, it provokes these moments of meeting in the office. There is no question in this case of Bourbon or Pacamara variety, let alone origins, roasting style or extraction method.
Ici, c’est la pause-café. Le moment qui a l’air anodin n’en est pas un du tout. C’est même un acte de management qui est de plus en plus considéré par les dirigeants d’entreprise qui valorisent cet instant en créant parfois d’authentiques espaces dédiés au café. Parfois allant même jusqu’à ouvrir une station barista. Natalia (barista au Village by CA) : « Je prépare et vends toutes sortes de recettes au café dans un espace de coworking. Les habitants du village ont pris l’habitude de ce rendez-vous qui remplace finalement le distributeur automatique. C’est beaucoup plus convivial et le café y est bien meilleur ».
Avec ce modèle ou même avec une simple machine à café de bureau, l’idée est bien de donner au café toute sa dimension sociale. L’enjeu est important puisqu’il est entré dans le registre des « soft skills » de l’entreprise. Par opposition aux « hard skills » (les compétences techniques), les « soft skills* » gomment cette recherche de compétitivité à tout crin. C’est là que le café a toute sa place. Ou comment gérer une situation professionnelle une tasse d’arabica à la main ?
* Soft skills = Les cadres et les Soft Skills – Apparu dans un baromètre Lavazza x Ifop (Septembre 2019)
Exergues
Le café réunit toutes les valeurs sociales : convivialité, échange, partage, pédagogie, transmission, solidarité, découverte
Here is the coffee break. The moment that seems trivial is not at all. It is even a management act that is increasingly considered by business leaders.
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