{"id":130,"date":"2020-12-01T01:00:11","date_gmt":"2020-12-01T01:00:11","guid":{"rendered":"https:\/\/learn.bellwethercoffee.com\/?post_type=epkb_post_type_1&#038;p=130"},"modified":"2020-12-18T22:18:29","modified_gmt":"2020-12-18T22:18:29","slug":"selling-wholesale-coffee-to-grocery-stores","status":"publish","type":"epkb_post_type_1","link":"https:\/\/learn.bellwethercoffee.com\/?epkb_post_type_1=selling-wholesale-coffee-to-grocery-stores","title":{"rendered":"Selling Wholesale Coffee to Grocery Stores"},"content":{"rendered":"\t\t<!-- Article Structure Version 2 Style -->\r\n\r\n\t\t<style> #eckb-article-page-container-v2{width:100%}#eckb-article-page-container-v2 #eckb-article-body{width:1140px}#eckb-article-page-container-v2 #eckb-article-body{grid-template-columns:0 80% 20%;}#eckb-article-page-container-v2 #eckb-article-left-sidebar{display:none;}#eckb-article-page-container-v2 #eckb-article-content{grid-column-start:1;grid-column-end:3;}@media only screen and 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10px;;background-color:#ffffff;margin-top:0px;}@media only screen and (max-width:768px){#eckb-article-page-container-v2{width:100%;}#eckb-article-page-container-v2 #eckb-article-content{grid-column-start:1;grid-column-end:4;}#eckb-article-page-container-v2 #eckb-article-left-sidebar{grid-column-start:1;grid-column-end:4;}#eckb-article-page-container-v2 #eckb-article-right-sidebar{grid-column-start:1;grid-column-end:4;}#eckb-article-page-container-v2 .eckb-article-toc{position:relative;float:left;width:100%;height:auto;top:0;}#eckb-article-page-container-v2 #eckb-article-body{display:flex;flex-direction:column;}#eckb-article-page-container-v2 #eckb-article-left-sidebar{order:3;margin-top:0px!important;}#eckb-article-page-container-v2 #eckb-article-content{order:2;}#eckb-article-page-container-v2 #eckb-article-right-sidebar{order:1;margin-top:0px!important;}}<\/style>    \r\n\t\t<div id=\"eckb-article-page-container-v2\" class=\"eckb-article-page-content-counter eckb-article-page--R-sidebar-to-content eckb_ap_active_theme_bw-portal \" data-mobile_breakpoint=\"768\">    <div id=\"eckb-article-header\"><\/div>\r\n\t\t\t<div id=\"eckb-article-body\">  <div id=\"eckb-article-left-sidebar\"><\/div>\r\n\t\t        <article id=\"eckb-article-content\" data-article-id=\"130\" >                        <div id=\"eckb-article-content-header\"><h1 class=\"eckb-article-title\">Selling Wholesale Coffee to Grocery Stores<\/h1><div class=\"eckb-article-content-header__article-meta\"><\/div><\/div><div id=\"eckb-article-content-body\">\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\" id=\"overview\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" src=\"https:\/\/1wlmjw5vy7a2kdpb42r1sgg1-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/07\/Grocery-Blog-Post-Featured-1260x750.jpg\" alt=\"Photo of Factory Coffee's bags on a shelf in a grocery store in Michigan.\" data-id=\"\"\/><\/figure><\/li><\/ul><figcaption class=\"blocks-gallery-caption\"><em><a rel=\"noreferrer noopener\" href=\"https:\/\/www.factorycoffee.co\/\" target=\"_blank\"><strong>Factory Coffee<\/strong><\/a>&nbsp;in PFC Natural Grocery in Kalamazoo, MI.<\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"has-text-color has-background wp-block-paragraph\" id=\"top\" style=\"background-color:#ebebeb;color:#7876e0\"><strong>Table of Contents<\/strong><br><a href=\"#goal\" data-type=\"internal\" data-id=\"#goal\">Overview<\/a><br><a href=\"#first\">First Principles<\/a><br><a href=\"#price\">How to Price for Grocery<\/a><br><a href=\"#top-strategy\" data-type=\"internal\" data-id=\"#top-strategy\">Top Strategies for Getting Into Grocery Stores<\/a><br><a href=\"#buyer\">Questions to Ask Buyers<\/a><br><a href=\"#wholesale\" data-type=\"internal\" data-id=\"#wholesale\">Strategies to Promote Wholesale<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the best opportunities for generating sustained revenue for a coffee roaster is selling to grocery stores. With just a handful of wholesale coffee customers, you can increase sales volume, spread your realm of influence, and capture more customers in new markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The challenge is getting your foot in the door.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Grocery stores are notoriously difficult to get products into. Buyers for grocery stores often review dozens of products per day. Unseating established brands for shelf space can be a hard sell. And chances are, the grocery stores near you&nbsp;<em>already<\/em>&nbsp;have coffee roaster relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Despite these challenges, getting into grocery stores can be a powerful and sustainable way to grow your business.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve assembled our top strategies for getting your coffee into stores, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Our top tips for getting meetings with local buyers<\/li><li>6 questions you need to ask every potential retail partner<\/li><li>Essential promotion tips to help accelerate sales once you\u2019re in<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Grocery, here we come.<\/p>\n\n\n\n<p class=\"has-text-align-right has-text-color wp-block-paragraph\" style=\"font-size:12px;color:#7876e0\"> <strong><a href=\"#top\" data-type=\"internal\" data-id=\"#top\">Back to Top<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"first\"><strong>First Principles for Selling to Grocery<\/strong><\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Is Your Brand Retail-Ready?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Selling coffee in a cafe or <a href=\"https:\/\/learn.bellwethercoffee.com\/?epkb_post_type_1=online-business-ecommerce\" data-type=\"URL\" data-id=\"https:\/\/learn.bellwethercoffee.com\/?epkb_post_type_1=online-business-ecommerce\">online<\/a> is frequently a multi-channel experience, with more than one avenue for engaging with customers. When you\u2019re trying to sell from a grocery store shelf, the sales cycle\u2014in its simplest form\u2014only has two back-to-back stages.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>They see your product.<\/strong>&nbsp;If your packaging blends into the other coffees on the shelf, customers will have a hard time feeling inspired to take a deeper look at your bag. A simple, stunning design is essential for capturing that initial attention.<\/li><li><strong>They pick up your bag.<\/strong>&nbsp;When a shopper picks up your bag, they\u2019re looking for signals that your coffee will be a good fit for them. Lean into the emotional connection by sharing your story, highlighting your values, or identifying a core element of your business that makes your customers happy. If your packaging feels bland or uninspiring, they\u2019ll set it back down.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The more you understand who your customer is and why they pick your coffee over others, the more targeted you can make your packaging\u2014and the more confident the buyer will be.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Buyers are eager not just to put good products on shelves, but good products that customers will build a relationship with. Developing emotionally engaging packaging and messaging is one of the best things you can do before speaking with buyers.&nbsp;<em>Side note: we suggest doing some quick research to understand&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.gs1-us.info\/\" target=\"_blank\">how UPC barcodes work&nbsp;<\/a>while you design your retail packaging.<\/em><\/p>\n\n\n\n<p class=\"has-text-align-right has-text-color wp-block-paragraph\" style=\"font-size:12px;color:#7876e0\"> <strong><a href=\"#top\" data-type=\"internal\" data-id=\"#top\">Back to Top<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"price\">How to Price Your Coffee for Grocery Retail<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pricing tends to feel more complicated than it is. Let\u2019s keep it simple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Grocery stores generally sell coffee at a 50% markup.<\/strong>&nbsp;That means, if the retail price of the bag is $16.00, they will want to buy that bag from you for $8.00. The markup percentage will vary slightly from store to store, with some stores offering as low as a 40% markup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The question only you can answer is this:&nbsp;<em>What profit margin do you need to earn to make it worth it?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Example: Let\u2019s say you add up your COGS,&nbsp;<a href=\"https:\/\/www.bellwethercoffee.com\/essential-items-for-your-coffee-roasting-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">packaging and supplies<\/a>, shipping, and operating costs and land around $6.75 for each 12-ounce bag of coffee beans. Selling to grocery stores at $8.00 per bag generates $1.25 in profit per sale (15.6% margin).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is that profit margin worth it for your business? It\u2019s not quite as high as you\u2019d earn selling coffee to customers in a cafe, but you can expect sales to be predictable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These numbers will be heavily dependent on your operation, so make sure you have a realistic idea of your target wholesale price and profit margin before reaching out to stores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a rel=\"noreferrer noopener\" href=\"https:\/\/www.bellwethercoffee.com\/setting-up-your-wholesale-coffee-business\/\" target=\"_blank\">You can see our complete wholesale cost breakdown here.<\/a><\/p>\n\n\n\n<p class=\"has-text-align-right has-text-color wp-block-paragraph\" style=\"font-size:12px;color:#7876e0\"> <strong><a href=\"#top\" data-type=\"internal\" data-id=\"#top\">Back to Top<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"top-strategy\"><strong>Top Strategies for Getting Your Coffee Into Stores<\/strong><\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Meeting With Local Buyers: Pitch Your Product and Earn Placements in Stores<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Connecting with retail buyers is a matter of persistence. There are marketplaces and agencies that can help you get in front of people, but when you\u2019re starting out, there\u2019s nothing as powerful as the in-person pitch.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Start with local stores and regional distributors.<\/strong>&nbsp;Trying to pitch Whole Foods right off the bat is a recipe for disappointment. Buyers from local stores are generally eager to work with local businesses, are more accessible, and have less red tape to deal with.<\/li><li><strong>Start cold calling and door knocking.<\/strong>&nbsp;Call stores and ask to speak to buyers. Send cold emails directly to a buyer when you can find their contact details. Drop off coffee samples for the team to enjoy and make sure to leave a 1-2 page sell sheet that tells buyers why your coffee is so special (and easy to purchase) as they sample your coffee. Remember, persistence is key!<\/li><li><strong>Be prepared to tell your story.<\/strong>&nbsp;Stores already sell coffee, and buyers hear pitches every day, so be ready to demonstrate what your coffee means for the store\u2019s customers. Does it satisfy a particular niche? Is there something unique about your process or values? Rehearse your story and break your key messages down into quick, bite-sized arguments.<\/li><li><strong>Present a marketing plan.&nbsp;<\/strong>Grocery stores need to know your coffee will sell without them having to market your products for you. Presenting a plan for how you\u2019ll inspire customers to buy your coffee from the store is sure to get a few impressed looks.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, the buyer should leave the meeting with a sense of partnership. You\u2019re not just another vendor of coffee beans\u2014you\u2019re a trustworthy and thoughtful advocate for their store and customers.<\/p>\n\n\n\n<p class=\"has-text-align-right has-text-color wp-block-paragraph\" style=\"font-size:12px;color:#7876e0\"> <strong><a href=\"#top\" data-type=\"internal\" data-id=\"#top\">Back to Top<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"buyer\">Questions To Ask A Store\u2019s Buyer<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pitch meetings are primarily about impressing buyers, but they\u2019re also a chance for you to vet the relationship and store. We suggest asking some of these questions to demonstrate preparedness and reduce confusion down the road.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What is the store\u2019s expectation for demos and marketing support?<\/li><li>Will the store place frequent orders, or does it prefer a regular fulfillment schedule?<\/li><li>What are the store\u2019s distribution preferences (delivery days, times, frequency)?<\/li><li>Would the buyer prefer to have \u201cbest by\u201d or \u201croasted on\u201d dates on your bags?<\/li><li>Are there any \u201cfree fill\u201d requirements?&nbsp;<em>We strongly suggest avoiding giving away free products other than buyer samples.<\/em><\/li><li>What does the ideal partnership look like?<\/li><\/ul>\n\n\n\n<p class=\"has-text-align-right has-text-color wp-block-paragraph\" style=\"font-size:12px;color:#7876e0\"> <strong><a href=\"#top\" data-type=\"internal\" data-id=\"#top\">Back to Top<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"wholesale\">Strategies to Promote Your <a href=\"https:\/\/learn.bellwethercoffee.com\/?epkb_post_type_1=selling-coffee-wholesale\" data-type=\"URL\" data-id=\"https:\/\/learn.bellwethercoffee.com\/?epkb_post_type_1=selling-coffee-wholesale\">Wholesale Coffee<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Getting your coffee in stores is the hard part, but it\u2019s not the end of the journey. You can\u2019t rely on stores to market your products for you.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Grocery store marketing, unlike e-commerce and other common sales channels, is all about brand awareness. There\u2019s no email with a \u201cBuy Now\u201d button, so the trick is to get people as familiar as possible with your product&nbsp;<em>before<\/em>&nbsp;they see it on the shelf.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are a couple of powerful ways to do that.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Share the Good News on Every Channel<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Launching a product in a grocery store is a big deal, so don\u2019t be afraid to celebrate by letting your community know the good news. Take a picture of exactly where your coffee is placed in the store to make it as easy as possible for customers to find you.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We suggest sharing the news on every platform you can:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Social media channels<\/li><li>Email lists<\/li><li>Your website (bonus points for an&nbsp;<a href=\"https:\/\/www.mapbox.com\/use-cases\/store-locator\/\" target=\"_blank\" rel=\"noreferrer noopener\">interactive map<\/a>)<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Go Bold With In-Store Demos<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Live demos are a key strategy for newer brands with minimal brand awareness. In many grocery categories, and especially coffee, you\u2019re not competing with other products as much as you are people\u2019s&nbsp;<em>habits.<\/em>&nbsp;People probably already have a coffee routine they enjoy. You have to show them why they\u2019ll love your product more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A regular demo schedule is a perfect way to hand out tasty samples of your coffee to customers as they walk by. It\u2019s the best way to turn your coffee from an abstract product on a shelf into a memorable sensory experience. And it\u2019s the best way to disrupt a well-established coffee habit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We suggest following these best-practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Proactively engage with customers as they walk by (don\u2019t wait for them to inquire)<\/li><li>Be generous with handing out samples<\/li><li>Display your entire product range<\/li><li>Have products on display that customers can grab for their cart on the spot<\/li><li>Create big, attention-earning displays<\/li><li>Sell the deeper story\u2014your coffee is more than&nbsp;<em>just<\/em>&nbsp;beans<\/li><\/ul>\n\n\n\n<p class=\"has-text-align-right has-text-color wp-block-paragraph\" style=\"font-size:12px;color:#7876e0\"> <strong><a href=\"#top\" data-type=\"internal\" data-id=\"#top\">Back to Top<\/a><\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Lastly, and this doesn\u2019t get said enough, have fun<\/strong>.&nbsp;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Even if shoppers don\u2019t buy your coffee right there on the spot, they\u2019re likely to remember an enjoyable and delicious experience for months to come. 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class=\"eprf-stars-module__statistics__stat-wrap__stat-inside\" style=\"width: 100%; background-color: #7876e0;\"><\/span><\/span>\r\n\t\t\t\t\t\t<\/td>\r\n\t\t\t\t\t\t<td>100%<\/td>\r\n\t\t\t\t\t<\/tr> \t\t\t\t\t<tr>\r\n\t\t\t\t\t\t<td title=\"Good Documentation\">4 Stars<\/td>\r\n\t\t\t\t\t\t<td> \t\t\t\t\t\t\t<span class=\"eprf-stars-module__statistics__stat-wrap\"><span class=\"eprf-stars-module__statistics__stat-wrap__stat-inside\" style=\"width: 0%; background-color: #7876e0;\"><\/span><\/span>\r\n\t\t\t\t\t\t<\/td>\r\n\t\t\t\t\t\t<td>0%<\/td>\r\n\t\t\t\t\t<\/tr> \t\t\t\t\t<tr>\r\n\t\t\t\t\t\t<td title=\"OK Documentation\">3 Stars<\/td>\r\n\t\t\t\t\t\t<td> \t\t\t\t\t\t\t<span class=\"eprf-stars-module__statistics__stat-wrap\"><span class=\"eprf-stars-module__statistics__stat-wrap__stat-inside\" style=\"width: 0%; background-color: #7876e0;\"><\/span><\/span>\r\n\t\t\t\t\t\t<\/td>\r\n\t\t\t\t\t\t<td>0%<\/td>\r\n\t\t\t\t\t<\/tr> \t\t\t\t\t<tr>\r\n\t\t\t\t\t\t<td title=\"Poor 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id=\"eprf-article-feedback-container\" class=\"eprf-afc--reset eprf-article-feedback-container--trigger-negative-four\"  style=\"color: #000000; font-size:16px;;\" >\r\n\t\t\t<form class=\"eprf-leave-feedback-form\">\r\n\t\t\t\t<span class=\"eprf-leave-feedback-form--close\" style=\"color: #000000;\"><span class=\"epkbfa epkbfa-window-close\"><\/span><\/span>\t\t\t\t\t<div class=\"eprf-article-feedback__title eprf-form-row\">\r\n\t\t\t\t\t\t<h5>How can we improve this article?<\/h5>\r\n\t\t\t\t\t<\/div>\t\t\t\t\t\t\t\t<div class=\"eprf-article-feedback__required-title eprf-form-row\">\r\n\t\t\t\t\t<h5>How Can We Improve This Article?<\/h5>\r\n\t\t\t\t<\/div>\t\t\t\t\t\t\t\t\t  <div class=\"eprf-article-feedback__name eprf-form-row\">\r\n\t\t\t\t\t\t  <label for=\"eprf-form-name\">Name<\/label>\r\n\t\t\t\t\t\t  <input placeholder=\"Name\" type=\"text\" id=\"eprf-form-name\" name=\"eprf-form-name\" required>\r\n\t\t\t\t\t  <\/div>\t\t\t\t\t\t\t\t\t  <div 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Wholesale Coffee to Grocery StoresTable of ContentsOverviewFirst PrinciplesHow to Price for GroceryTop Strategies for Getting Into Grocery StoresQuestions to Ask BuyersStrategies to Promote Wholesale One of the best opportunities for generating sustained revenue for a coffee roaster is selling to grocery stores. With just a handful of wholesale coffee customers, you can increase sales [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"footnotes":""},"epkb_post_type_1_category":[35],"epkb_post_type_1_tag":[52,51,267,55,265,54,251,250,259,53,266,49],"class_list":["post-130","epkb_post_type_1","type-epkb_post_type_1","status-publish","hentry","epkb_post_type_1_category-coffee-business","epkb_post_type_1_tag-business","epkb_post_type_1_tag-coffee-business","epkb_post_type_1_tag-distributor","epkb_post_type_1_tag-grocery","epkb_post_type_1_tag-growth","epkb_post_type_1_tag-pricing","epkb_post_type_1_tag-promo","epkb_post_type_1_tag-promotional-materials","epkb_post_type_1_tag-retail","epkb_post_type_1_tag-sales","epkb_post_type_1_tag-strategy","epkb_post_type_1_tag-wholesale"],"_links":{"self":[{"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=\/wp\/v2\/epkb_post_type_1\/130","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=\/wp\/v2\/epkb_post_type_1"}],"about":[{"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=\/wp\/v2\/types\/epkb_post_type_1"}],"author":[{"embeddable":true,"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=130"}],"version-history":[{"count":0,"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=\/wp\/v2\/epkb_post_type_1\/130\/revisions"}],"wp:attachment":[{"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=130"}],"wp:term":[{"taxonomy":"epkb_post_type_1_category","embeddable":true,"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fepkb_post_type_1_category&post=130"},{"taxonomy":"epkb_post_type_1_tag","embeddable":true,"href":"https:\/\/learn.bellwethercoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fepkb_post_type_1_tag&post=130"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}