Case study: 92 Degrees
92 Degrees have come a long way since opening its first coffee shop and roastery in Liverpool back in 2015. With a family of venues, an ever-growing online presence, and happy customers from Anfield to Australia, they are a genuine Liverpool success story. We caught up with Head of Brand Julia Auchey and Head of Marketing Olivia Murphy to talk B Corps, beans, and how Shift has helped the team evolve.
What do you think is the secret behind the success of 92 Degrees?
Olivia: Awesome coffee for everyone, everywhere – that’s the simple answer! But really our whole operation is built around three pillars: people, community, and coffee. Often our conversations are around spaces for community talent, supporting local suppliers, or how we can push forward our sustainability initiatives – great coffee is the thing that unites it all.
Julia: We care about people first and foremost. From the people growing the coffee to the people drinking the coffee and everyone in between.
You’ve started the B Corp process – how are you finding it? Any tips for businesses considering it?
Julia: We’re working through the assessment to become B Corp Certified and it’s been really great. It’s opened our eyes and highlighted areas - we’re progressing anyway but we need to look at in more detail at. One big thing is the data you collect, making sure you collect it in the right way and the right detail. It's definitely a challenge but I'm really excited about how it will benefit us when we get the certification.
It aligns with our sustainability goals, it's a big part of who we are. Having the stamp of approval from the B Corp society will allow our customers to have trust in what we're doing and shows our authentic commitment to society and the environment.
We're looking into One Percent for the Planet as well, and other platforms and programmes to help us to be more transparent about what we're doing. Since 2019 we’ve partnered with Project Waterfall which is a charity that gives clean water and sanitation to coffee growing communities around the world. We donate 10% of sales from all our retail coffee bags and so far, that’s guaranteed over 496 people will get clean water and sanitation for life.
Is it a challenge to embed sustainability across the business?
Olivia: What’s key, and what works for us, is that we're really focused on planning long-term solutions that we'll be able to continue after we get B Corp certified. We know that can't do everything all at once, we implement things when we're going to be able to do it right and when it can be sustainable for the business too.
We've got so much expansion planned for this year and it's really important we've got the solid foundations in place. As we continue to grow it's important our customers and the people that join us can see our genuine commitment to our values.
Julia: It really is a holistic thing. On a local level, we’re committed to using suppliers and developing partnerships with people close to the communities we operate in and bigger picture we’re looking at new ways we can make our international sales and sourcing more sustainable.