DeCoty Coffee Co.
Proj. 2008 Rev.: $ 10--mIllIon
Headquarters: San Angelo.
Texas Employees: 76
Specialty: Coffees, teas and spices
Bryan Baker: "We meet opportunities and challenges with knowledge, strength and entrepreneurial spirit "
Roasting coffee since 1929, DeCoty Coffee Co. continues to see challenges in a positive way. In fact, the increasing competition in the coffee industry has only made the San Angelo, Texas-based firm thrive. An importer, roaster and distributor of coffee, teas, spices and many other products and serv ices to restaurants, offices, convenience stores, educational campuses, healthcare and specialty shops in Texas and New Mexico, the company has attracted worldwide recognition and now ships products overseas. "Competition is always good for business and it keeps us looking ahead for future opportunities," National Sales and Marketing Manager Bryan Baker says. "With steady growth, we meet challenges such as increasing our customer base and entering into new markets with increased distribution and service support. We do a great job at meeting these opportunities and challenges with knowledge, strength and entrepreneurial spirit."
Providing excellent customer service has been key to DeCoty's success. "Service is important," Balcer notes. "We consistently take care of our customer's product, service and distribution needs in a timely manner. DeCoty operates distribution and service centers in Dallas, Fort Worth, Austin, San Antonio, Corpus Christi, Lubbock, Odessa and San Angelo, Texas.
Staying on top of emerging market trends and customer satisfaction is also part of the company's service-oriented mission. "We bring products to market quickly," Baker says, noting that DeCoty comes out with five products a year. "If there's a trend or need for new prod uct development, we tap our customer base for input. Understanding our customer's business and to whom they sell to is very important."
A recent trend is the proliferation of' higher quality specialty coffees, teas and related products into market segments that were not previously considered as good candidates, Baker notes. More and more consumers are seeking out higher quality products and healthier lifestyle options wherever they go. These higher quality products are now available in many restaurants, convenience stores and healthcare facilities, not just country clubs or fine dining.
Although these products may come with a slightly higher price tag, much thought and care is applied to the growth, processing and handling of these products, Baker says.
This typically equates to higher levels of environmental and social responsibility.
Not Just Coffee
DeCoty's flagship product is Western Gold Coffee, which the com pany has roasted since its founding. The medium-roast coffee is "something we built the business on early:' Baker states. "It has been a staple in our product line and consumers like it because it is not over-roasted and bitter tasting. It's very palatable."
Although DeCoty is best known for its coffee line, the company also manufactures an extensive and diverse line of teas, spices, fruit juices, condiments, food mixes and food flavorings. Projecting $9 million for its 2008 revenue — and with 750 items in its product line — DeCoty considers itself small, Baker says.
"As a small company, we focus on taking care of our customers as top priority," he stresses. "We are able to anticipate vs. reacting to many situations, market conditions and opportunities. We are able to respond quickly — whether it's a new product development, designing a proprietary program for a chain-we don't get bogged down in the red tape."
For example, DeCoty also supplies and services the equipment needed to brew and dispense its products at no charge. Baker notes most competitors use third-party service companies to take care of their customer's service needs in the event the loaned equipment malfunctions. "We don't do that," he states. "We service them ourselves and we establish great relationships with our customers. That is very important in this industry"
Fresh Is Best
Focusing on producing high-quality products helps, as well. In fact, DeCoty completed a $150,000 expansion of its manufacturing facility to upgrade its spice packing and blending capabilities. "This way, we are able to increase manufacturing capacity and capabilities, as well as increase productivity," Baker states.
In addition, DeCoty does its own importing and roasting. "We start with green coffee and produce the finished product here," Baker stresses. "Everything is fresh. We have excellent logistics." Baker adds that controlling quality this way helps improve freshness of the product, shortened distribution cycle and provides the company with a quick inventory turnaround.
"We don't mass-produce," he continues. "All of our coffee products are roast-to-order and it fulfills a niche in the market place. We don't stockpile products on the shelf. We focus on quality. Our products are very, very fresh."
