te xie zi ran xing_YUNNAN UNKNOWN PHILOSOPHY Co.,LTD_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

te xie zi ran xing

Beverage | Coffee

YUNNAN UNKNOWN PHILOSOPHY Co.,LTD

Company Website

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Company Introduction

Texie Coffee is a coffee roaster that was established in June 2023. Our focus is on Yunnan coffee and local culture. We have established an SC qualification national standard factory, formed strategic partnerships with coffee estates spanning thousands of acres, and garnered the attention of Yunnan Agricultural Academy. Our products were developed in collaboration with a World Coffee Roasting Champion, undergoing rigorous blind taste tests by 160 coffee professionals, with a minimum positive feedback rate of 80% required for release. Upon launch our products sold out within 48 hours, and the repeat purchase rate for the month was an impressive 23%. To date, we have maintained a 100% positive feedback rate. Praised as the "best Yunnan coffee of the year" by numerous coffee shop owners and roasting enthusiasts, our brand emerged as the dark horse of this year's Coffee Festival in Lujiazui in October. Our mantra of "no signature mocktails, only pour-overs" has established us as the brand that served the most cups of coffee in the festival.

Product concept, highlights and added value

I.Product Philosophy
“Awakening” - challenges the notion that "dark roasts only yield bitterness in coffee" and stands as a dark roasted bean with a rich spectrum of flavors. The intertwining progression of sourness, sweetness, and bitterness also aligns with the growth philosophy of TEXIE, symbolizing our journey from bitterness to sweetness.

II.Philosophy to Product
1.Positioning ：
The majority of Yunnan coffee in the China market is dark-roasted commodity coffee with an over-roasted bitter taste. This practice is a compromise between cost and quality and has led to many misconceptions about the true quality of Yunnan specialty coffee. We boldly chose specialty Yunnan coffee beans for the dark roast drip bag to emphasize its flavor and aim to reintroduce Yunnan coffee to Chinese consumers.

2.Processing:
1）We select beans from a champion estate in Lincang, Yunnan, harvesting only the ripe cherries. The predominant flavor is black chocolate, combined with the aroma of mulberries and the sweetness of sugarcane. The taste is balanced, rich body, and complex.
2) Coffee Roasting: Developed in collaboration with a World Coffee Roasting Champion, we have iterated the roast profile seven times to enhance the sweetness while preserving the regional flavor of the coffee bean.
3) Equipment: We use STRONGHOLD S9, a world-class competition-grade roasting machine, to ensure roast consistency. For the grinder, we are the first in China to utilize the DITTING 1403, which consistently produces uniform coffee grind critical for dripping coffee.
4) Filtering defective beans: While the majority typically filter two rounds for defects, we go through four rounds to maximize food safety.
5) Fresh Grind: Our entire operation is located in Yunnan, ensuring the best flavor will not be affected by long logistics. The journey from harvest to grind only takes 4 hours.
6) Nitrogen Sealed Technology: We consider nitrogen sealing essential for preserving the freshness of our coffee.

3.Packaging:
1) Eco-friendly:

Product Images

Please briefly describe how your product communicates with consumers

I. Virgo-inspired Product Test
1) coffee lovers: 160 people participated in our blind taste test with a remarkable 90% positive feedback rate
2) Roasters: We took our product to 32 cafes & coffee studios, seeking guidance and engaging in friendly competition with professional roasters. The consensus was our beans redefined Yunnan’s typical excessive bitterness and its lack of complexity. Besides the classic extraction of dark roast beans, there are many ways to explore and develop our flavor.

II. Virgo’s User Experience
1) We offer a range of comprehensive drip bag tutorials, including a simple version, scale version, and a video-recorded beginner’s guide scannable via a QR code.
2) We use SF Express to ship our products, which triples our delivery costs to ensure a 0% damage rate.

III. Virgo’s enhanced value experience
On Bilibili, Texie Coffee has consistently focused on documenting and preserving Yunnan's intangible cultural heritage, avoiding overly stylized filters and any artificial embellishments. As part of our commitment to cultural heritage, we showcase the handcrafted works of the intangible cultural heritage preservers, which can be obtained by redeeming "close-up shots" (our point system). These points can be earned by purchasing coffee from us and can be used to enjoy various aspects of Yunnan culture, such as cultural experience, food, charitable initiatives, and sustainable merchandise.

Product Images