[24 September/Food Dive]

An online coffee marketplace, Trade Coffee Co., launched a subscription based service called The Hookup. It mimicked language from dating apps with the target of matching coffee consumers with the perfect cup to meet their needs. According to Trade Coffee Co, it believed finding the coffee that brings joy to the daily coffee ritual was like dating. It said The Hookup was the way to play the field and narrow down the best roasts it has available on its platform. It asks a range of questions to its customers. Firstly, it asks about their coffee experience level, and then depending on how they make their coffee at home, what they add to it and whether they prefer ground beans or ground coffee. It then matches them with a specific branded coffee. Information about the coffee roaster and the roasting schedule was also provided.