Harvard Coda Coffee case analysis our recommendations.

1. CODA COFFEE & BEXT360
SUPPLY CHAIN:
MACHINE VISION, AI, IOT,
AND BLOCKCHAIN
C A S E A N A L Y S I S O F :
P R E S E N T E D B Y :
U M 2 1 1 4 4 - A S H I S H J E N A
U M 2 1 1 5 6 - M A N V I A G A R W A L
U M 2 1 1 7 1 - S U S H M A R E D D I
U M 2 1 1 8 7 - S U V E N D U P A N I G R A H I
U M 2 1 1 8 9 - T A N M A Y A N A Y A K
GROUP-12

2. CODA COFFEE- Majorly a B2B roasting company based in
Colorado which focuses on ethically sourced coffee beans.
Not only the best quality of coffee beans but also improve the
quality of the beans produced and pay the farmer handsomely.
Bext360- Develops technologies that strengthen local
businesses and communities in emerging economies by
increasing access to capital and streamlining critical supply
chains with the use of AI, blockchain, IoT etc.
Introduction

3. THE JOURNEY OF CODA COFFEE
Tim and Tommy Thwaites worked at Dillano Coffee Roasters in Seattle.
Post the 9/11 attack they moved to Colorado
Inception of Coda Coffee
Farm2Cup Program
Received B-Corp Status and Macro Roaster of the year
Opened first retail store
Business expanded worldwide with currently 4 retail stores
1994
2001
2005
2011
2013
2015
2018

4. THE NEED FOR
PARTNERSHIP
Forecasted demand increase of 50% by 2032
Conscious consumers were increasing
rapidly.
Customers curiosity to know who made their
coffee, how and where?
Customers willingness to pay for increased
level of transaparency

5. Hey coffee, where have you bean?

6. How Blockchain is
bringing
Transparency and
Sustainability to
the Coffee
Industry?

7. BextMachine- The Brainchild
Every single cherry that falls through
was shot by two cameras- Machine
Vision
The AI component analysed color and
brightness to detect bean and mineral
quality
From this analysis a Cupping score was
determined with Speciality Grade for
those with above 80 points.
With recent modifications, it can now
also sort and separate the beans.

8. Should Coda coffee buy its own SaaS license?
How would consumers track their coffee journey?
How to increase the visibility of the brand?
Should Coda Coffee continue to serve the multinational
food company, which sourced its coffee separately?
What more can be done?
Questions

9. APPROACH &
RECOMMENDATIONS
Purchase own SaaS license
QR code for consumers to track bean journey
Better marketing and promotion
Until unless the multinational food company is
a major contributor to revenue, they should
discontinue serving them.

10. BUILD A MORE ROBUST
BLOCKCHAIN
Marker Technology - To make sure there was
no switching of goods along the supply chain a
marker is required.
Tokenisation - Generating tokens equivalent to
commodities would help farmers get credit
when needed.

11. Thank You

12. References
https://www.foodnavigator.com/Article/2020/01/06/Bridging-the-gap-Blockchain-for-a-fairer-
coffee-supply
https://www.ibm.com/blogs/blockchain/2018/08/brewing-blockchain-tracing-ethically-sourced-
coffee/
https://www.youtube.com/watch?v=Z4SwLD4frlo
https://www.computerworld.com/article/3440622/how-blockchain-is-helping-the-coffee-industry-
count-beans.html