A MUCH-NEEDED SEAT AT THE TABLE

What these products highlight is that the raft of new female founders are seeing things with new eyes. Long without a presence at the top table, now that they’ve made it, they’re bringing new ideas and fresh perspectives with them. It’s clear that the trickle down effect of these new approaches is to welcome new consumers into categories they’ve previously felt excluded from, as well as updating those that have seen little to no NPD for some time. From a consumer and industry perspective, that seems like a win win.

And yet, with another IWD upon us, it’s unclear if the pathways to the top are becoming any less challenging for women to reach. The data suggests there’s still an incredibly long way to go. However, with a new guard taking the lead and their ability to offer new approaches to old categories, its evident that their input isn’t just desirable and the right thing to do, it’s vital.

In fact, the superiority of Arabica, versus the shittiness of Robusta has been what the speciality coffee boom has marketed itself on. From the 1990s, the point of difference came from rejecting Robusta — then the dominant bean — in favour of sweeter, more nuanced, more flavourful Arabica.