绿山咖啡的跨界野心

    你说的显然不只是咖啡。从你们的一些合作关系，比如最近与Snapple达成的交易，可以看出这一点。这是你们拓展居家饮料市场的计划之一？

    现在，我们有咖啡、茶和热可可，也有冰咖啡和冰茶。大家可以加冰煮，我们还有一些果汁饮料。将来我们的目标是让每个家庭和每个工作场所都有一个这样的机器，为不同的场合提供不同的饮料。我们知道，在我们使用Keurig商标和平台的过程中有很多机会，我们能提供比现在多得多的饮料。

    与你们合作的品牌不会自己打造一个机器吗？星巴克已经有了自己的Verismo机器。你对此担心吗？

    重点是提供更好的价值和更大的安装基数。有些品牌一开始会认为不如打造自己的机器，当然任何人都可以这么干，但这件事没那么简单。你必须有一个品牌，有家电技术，能让产品在零售渠道中售出，同时还能在消费者家中进行安装。

    有些消费者担心每次用一个杯子，用后扔掉，有些浪费。你们在这方面有什么进展？

    我们从很多方面都在关注可持续性。我们关注我们的系统使用的水、能源以及废弃物回收。回收方面，我们致力于推动可回收的K杯（用于Keurig）。我们今天还没有，但我们知道。我们的新杯子是可回收的，未来的杯子将是可回收的，但我们正在努力推出可回收的K杯。

    饮料行业中有哪些大趋势是您正在密切关注的？

    有三大趋势。第一是口味和健康。第二是融合，茶和果汁，咖啡和奶制品，以及尝试为不同的饮料添加二氧化碳。这是一个融合的世界，一个混搭的世界。能源本身是一个大领域，消费者期待能获得对他们有益的能源。还有其他几个趋势，比如天然、新鲜和本地特色。

    您是如何从这些趋势借力？

    大家会看到我们把越来越多的本地品牌加入系统，比如（加拿大咖啡连锁店）Timothy's。看到我们运作更多高端的手工和艺术品牌。而且，我们的饮料机还能提供非常新鲜的成品。理论上，30秒钟就可以煮好喝了。这是人们能够得到的最新鲜的饮品。

    你们在早餐市场的份额很大。你们打算如何拓展早餐以外的市场？

    今天我们的业务有90%是咖啡。想想饮料业务是如何运作的。大多数饮料是在进餐时饮用 -- 早餐，午餐和晚餐。然后是早上/下午的外带饮料，傍晚的饮料以及临睡前饮品。我们起步于咖啡业务，因此我们自然偏重于早餐市场。随着我们业务的发展，大家会看到我们向全饮料业务扩张。（财富中文网）

    You're clearly not just talking about coffee, and we've seen that in some of your partnerships such as the recent deal with Snapple. Is that how you plan to take share of beverages consumed at home?

    Today we have coffee, tea, and hot cocoa, and coffee and tea that are cold. You can brew them over ice, and we have some fruit drinks. Over time we have a simple mission, which is to get a brewer in every home and in every place of work, and then have a beverage for every occasion. We know that there's opportunity for us to use the Keurig brand name and platform to be able to offer more beverages than what we offer today.

    Couldn't the brands you partner with start their own systems? Starbucks now has its Verismo machine. Does that worry you?

    It's all about delivering better value and having a bigger installed base. There were early on some brands that thought they could go on their own and anybody certainly can, but it's not a simple proposition. You have to have a brand name, appliance expertise, have to get them sold in retailers, and get them installed in consumer homes.

    Some consumers are concerned that using and throwing away a pod after every use is wasteful. What progress are you making there?

    There's a number of ways we look at sustainability. We look at the water usage we have in our system, energy used, and the recycling waste. On the recycling piece, we are committed to having a recyclable K-Cup [used in the original Keurig]. We don't have it today and we know that. Our new cup is recyclable, and future cups will be recyclable, but we are working to have recyclable K-cups.

    What are the big trends in beverages that you're watching closely?

    There are three big trends. The first is great taste and healthy. The second is fusions, meaning teas and juices, coffees and dairy, carbonating things that weren't carbonated before. It's a fusion world, a blending world. Energy itself is a big category, and consumers expect to get energy that's good for them. There are a couple of others like natural, fresh, and local.

    How are you playing off of those trends?

    You'll see us adding more and more local brands into the system like Timothy's [which is a Canadian coffee chain]. You'll see us doing more high-end craft and artisanal brands. Also our beverage system taps into fresh in a really powerful way. You are literally brewing it and drinking it in 30 seconds. It's the freshest beverage you can get.

    You're big at breakfast. How are you going to push beyond the morning?

    Ninety percent of our business today is coffee. Think about how the beverage business works. Most beverages are consumed with meals -- breakfast, lunch, and dinner. Then mid-morning, a pick-me-up beverage in the afternoon, a late afternoon beverage, a before bedtime beverage. We started in the coffee business, which tends to lend itself to the morning. You'll see us expand into more of a total beverage business as we grow.