Values added in speciality coffee: Connecting product and place through songlines

This conceptual article explores the notion of ‘values added’ in the emerging context of speciality coffee. Previous studies have not considered the impact of shared values across the sector, through the supply chain to coffee shops. It is proposed that shared values contribute to differentiation in speciality coffee, resulting in distinctive coffee products and coffee shop experiences. ‘Values added’ are explored through the Aboriginal meaning system of songlines. This represents a playful approach to contextual theorizing, providing a new way of identifying and understanding the transfer of shared values across the sector. Four categories of shared values are identified relating to: ‘ecology’, ‘journey’, ‘integration’ and ‘attention to detail’, which are used to inform a values-added conceptual framework. Finally, the study makes recommendations for further research within the context of speciality coffee, emphasizing the importance using and aligning theory to enhance the understanding of differentiation