Mystic Monk Coffee (MMC) was established in 2007 (Mystic Monk Coffee, 2018). Its inception was inspired by a small group of Carmelite monks in a mountain valley in Wyoming led by Father Daniel Mary who had the desire to support their growing community. They intended to achieve the support through roasting coffee and selling the beans online where the first samples were roasted on a cast-iron skillet in their monastery kitchen. Since then, more coffee enthusiasts enjoy the smooth, delicious taste of MMC’s coffee products.
Its coffee is highly rated owing to orders by repeat customers plus the numerous positive customer reviews. According to Mystic Monk Coffee (2018), most customers return regularly after the first pleasurable sip of their coffee where 85 percent of orders come from repeat customers. Currently, MMC has spread to offer more than just bagged coffee. More offers include, single serve Monk-Shots, premium Mystica teas, the Coffee of the Month subscription club and monastic double-handed mugs (Mystic Monk Coffee, 2018).
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A vision statement establishes what the organization intends to achieve in the future to meet stakeholder needs. A mission statement explains the reason why an organization operates and the role by which it plans to serve its stakeholders (Altiok, 2011). Led by Father Daniel Mary, MMC’s vision is to create a new Mount Carmel in the Rocky Mountains. He wants to expand the small thirteen monk monastery living in a community into a 500-acre monastery from the proceeds of the sale of coffee.
The land is intended for building a Gothic church, a hermitage including thirty monks at a time, a convent for Carmelite nuns and a retreat center for lay visitors dubbed the spiritual oasis in America. The mission of the monks is to establish a place of worship and vow obedience, poverty, chastity, and the making of sacrifices associated with living a solitary religious life. This mission will enable the Carmelite monks to have a secluded, peaceful life that will allow them to introspect and improve the quality of their lives.
The essence of MMC is evident from the mission and vision. Father Daniel Mary intends to achieve a seemingly insurmountable goal by selling coffee as a means of support to provide finances to expand the monastery by purchasing land. It would be expected that for a church-related activity such as Father Daniel’s, there would be requests for donations from believers and well-wishers. Father Daniel exhibits the values of monks by creatively engaging in the sale of a healthy product that is perfected through roasting with love and prayer. This engagement resonates with the values of the Carmelite monks that include love, brotherhood prayer, and improvement of the quality of life. Profit-making is non-core to MMC. They intend to raise funds solely to expand their current monastery to enhance their values.
Unique values position a company on a higher level of persuasion and consumer confidence (Kefer, 2014). During the process of devising unique selling propositions, companies inform their stakeholders about their individual needs that set them apart from competitors. The core values of MMC include integrity, religious spirit, high-quality products, and unquestioned trust. The high percentage of repeat customers proves that MMC has delivered on honesty, quality, and faith. The need for expansion of the monastery to accommodate more monks exhibits the monks’ desire to promote religious spirit. The core values are anchored in the sense of brotherhood, love, prayer and improved quality of life.
References
Altiok, P. (2011). Applicable vision, mission and the effects of strategic management on crisis resolve. Procedia - Social and Behavioral Sciences, 24, 61-71. doi:10.1016/j.sbspro.2011.09.057
Kefer, S. (2014). Rule of Thumb: A Guide to Developing Mission, Vision and Value Statements . Omaha, NE. WriteLife Publishing.
Mystic Monk Coffee. (2018). About us – How Carmelite Monks starting roasting Mystic Monk Coffee . Retrieved from https://www.mysticmonkcoffee.com/pages/about-us
