
WHAT IS THE PROBLEM WITH CASCARA BEVERAGES ?
- Regulatory and Legal Hurdles
- Challenging microbiological sepcifications for Food Safety Approvals: In many countries, including those in the European Union, cascara is classified as a « traditional or novel food, » meaning it must undergo rigorous safety evaluations before it can be sold for consumption. This process can be time-consuming and costly, creating a barrier for entry. In EU, the food safety specifications have been set to challenging levels for microbiological colonnies.
- Ambiguity in Classification: Cascara is not universally recognized as a tea, coffee product, or entirely separate category, leading to confusion in marketing and compliance with food laws.
- Perception and Awareness
- Low Consumer Awareness: Many consumers are unfamiliar with cascara and its benefits, limiting its appeal. Without significant marketing and education efforts, it struggles to gain traction among a coffee-centric or health-conscious audience.
- Perception of Byproduct: Cascara is often seen as a « waste product » of coffee processing, which may deter consumers from considering it a premium beverage option.
- Supply Chain and Quality Challenges
- Seasonal and Regional Availability: Cascara production depends on coffee harvests, making it a seasonal product. Variability in supply can hinder consistent market penetration.
- Inconsistent Quality: Cascara’s flavor and safety depend heavily on proper processing and drying techniques. Inconsistent practices among producers can result in microbial contamination or subpar flavor profiles, making it harder to establish trust with consumers.
- Limited Value Proposition
- Niche Positioning: While cascara offers a unique flavor (often described as fruity and tea-like), it occupies a niche market between coffee and tea, making it harder to define and promote. It also competes with established products like kombucha or herbal teas.
- Caffeine Content: The caffeine level in cascara is lower than coffee but higher than most teas, creating a mixed appeal for consumers seeking specific energy levels from their beverages.
- Sustainability Narrative Mismanagement
- Greenwashing Concerns: While cascara is marketed as a sustainable product, some consumers question whether its commercialization diverts a resource traditionally used as fertilizer or animal feed, potentially disrupting local ecosystems or economies.
- Insufficient Communication of Benefits: The sustainability benefits of utilizing cascara as a value-added product are not always effectively communicated to consumers.
- Cultural and Taste Barriers
- Flavor Adaptation: The fruity and slightly acidic profile of cascara may not align with the traditional palates of European or American consumers accustomed to coffee or conventional tea flavors.
- Lack of Tradition: Unlike in Yemen or Ethiopia, where cascara has historical significance as a drink (e.g., qishr), there is no cultural tradition of consuming cascara in Western markets, making it harder to introduce.
- Market Saturation
- Crowded Beverage Market: Cascara faces stiff competition from well-established beverages like iced teas, energy drinks, and kombucha, which already dominate the alternative beverage space.
- Lack of Differentiation: Without a strong unique selling point, cascara struggles to stand out as a must-try product in the beverage industry.
How Cascara Can Overcome These Barriers
- Regulatory Compliance: Microbiological specifications are the main constraints to propose compliance cascara to European market. Furthermore, the use of cascara is only authorized as an infusion. Steam treatments can easily overcome this barrier.
- Consumer Education: Promote cascara’s flavor, sustainability, and health benefits through targeted marketing campaigns.
- Improved Supply Chains: Standardize processing methods to ensure consistent quality and safety.
- Innovation in Product Development: Create cascara-based beverages that cater to modern tastes, such as ready-to-drink options, sparkling drinks, or blends with other botanicals.
- Leverage Sustainability: Highlight its potential as a zero-waste product to appeal to environmentally conscious consumers.
Cascara’s potential lies in its ability to bridge coffee culture, sustainability, and innovation. Overcoming these barriers requires coordinated efforts across regulation, marketing, and product development to create a foothold in Western beverage markets.