Totally agree regarding the poor word choice with "artisanal".

I hear what you're saying about backing up claims regarding how coffee affects culture. I don't know of anything quantifiable. I do know anecdotally from previous jobs, many conversations were sparked around taking a break to brew a cup of coffee @ the office... many late night candles... all nighters... ad infinitum. I guess for those companies that don't really have the coffee culture already, we're not well positioned to convince them that they need to. I think we're focused on the companies that are already buying coffee regularly and want to just outsource that. Unless you thing making those statements detracts from our credibility?