Focus on Authenticity — a real “story” behind the product; on organic or “natural”, pure, simple, “clean” ingredients; on superior, hand-made artisan quality sourced from small family farms; on taste — great taste experience. However, many competitors shared these same attributes. What we needed was something to set Cafe Altura further apart. We created this position statement and tagline: "RAIN WASHED, SUN DRIED, AIR ROASTED." This is an essential selling point that no one else was using, even if other firms used the same process. It creates a richer, more vivid picture of the product in the mind of the consumer.