Just Us! Coffee Roasters Co-op - Coffeehouse Division Marketing Plan
The Just Us! worker cooperative has been in business since the mid-1990s. Founded by Jeff and Debra Moore, this company with an economic and social mission has sought to make its mark in the business world by trumpeting its "humanitarian" positioning through the slogan: "People and the planet before profits." In addition to operating four coffeehouses (two in Halifax, one in Wolfville and one in its Grand-Pr headquarters), Just Us! sells its products (mainly fair trade and organic coffee, tea, chocolate and sugar) via a distribution network. Although the company was prospering, the financial crisis of fall 2008, which triggered an economic recession, quickly prompted the management committee to consider producing a marketing plan for the coming year, to optimize the use of the organization's resources. Pauline, hired by Just Us! slightly more than two years earlier, was assigned this task. Her work at the co-op was so impressive that she had recently been promoted to director of marketing and sales.