Seattle, home of Boeing, the giants of software, music, grunge and ... specialty coffee. Well, not really. Contrary to popular belief, while Pearl Jam, Nirvana and Boeing and Oracle came in fact from the northwest Pacific, modern coffee specialties, has its roots much further south.
When Alfred Peet died in his sleep a few weeks ago was a vibrant 87 I hope to die peacefully dreaming of coffee trees laden with ripe cherries. While most > The people have never heard of him, Peet is widely recognized as the father of modern coffee "special" in the industry. It 'was a Dutchman, an American. He changed the Lipton tea in Java, Sumatra, lived, worked for the economy in New Zealand before settling in (much) in the suburb of Berkeley University, California. It 'was at Berkeley, where he founded his own roasting was born in 1966 and Peet's Coffee. Alfred Peet was a passionate> Coffee. His legendary feats and the ability to comment tanning, fire roasted and deletions, while they are famous. Their life experiences, while Indonesia has had a relationship with the farmers who cultivate coffee and a deep understanding of the origins, where coffee was grown. This fund, along with his love, which resulted in a place where coffee was not just a cup of coffee, but something exotic, life andHistory.
Alfred Peet inspiring example of many now is the coffee crop, now household names in America today and throughout the world, Starbucks is the most famous of them, of course. The founders of Starbucks Baldwin, Bowker and Ziv originally Trade Seigel roasted Peet, Peet actually incurred roast in their first years of life. Many other industry in the United States today has gone through the experience of Peet's Coffee. Indeed, ifHoward Schultz, Starbucks has purchased crosses Bowker and Baldwin retired and bought Peets Coffee - Alfred Peet, a role of mentor for the coffee industry as a whole.
Today, most coffee drinkers, from Surabaya in San Francisco, Starbucks and logo recognition, but the name "Alfred Peet," often defined as the flame is white.
Specialty Coffee is now at a crossroads, a turning point in the decision that the coffee is determined by the management of availablenext decade. Over the past 10 years there have been many new arrivals in the company. It is estimated that the global coffee industry is estimated at over $ 80 million today. No wonder that with these revenue figures, the industry has seen a mix of business attracts people with programs which are often mixed potential fund instead of education and passion for the driving force behind what they do. Traditionally, the specialty coffee industry has been built on a strongBased on the exchange of knowledge and experience with the assumption that the assistance is for others in the field much on quality. However, some of the newcomers are on the market are perceived may be the choice of coffee for easy profits, but as a real passion for coffee, or your estate. As a result, many traditional methods of negotiation are not efficient or widespread as they were before.
Throughout the world of coffeeis in a position where the consumer to slow down and cultivate opportunities for coffee are more difficult to find in the traditional markets of coffee drinkers in Europe, USA, South America and Oceania. The simple answer whether the new emerging markets like China, India, Pakistan and Indonesia are prime objectives. The countries that consume a low consumption of coffee (from Indonesia, about 500 grams per person per year against Norway 12kg per personYear) or a reasonable consumption, but historically they are the consumers of tea (India). New markets are also strongly influenced the Western brand in different cases, the strength of the brand itself as more important than the product. This provides a strong set of opportunity for Western brands and, of course, to create new local brands. But not necessarily equal long-term specialty coffees in these new challenges.
In more matureMarkets, consumption patterns have changed a lot over the last 15-20 years. The traditional products of lower quality coffee, like elements are replaced with roast and ground coffee (drip, divers, etc.) and beverages delivered course (cappuccino, latte, coffee, etc..) Freshly roasted coffee has many advantages over coffee. E 'tastiest and most important, has a stronger link back to where he came from. Thismeans that increases awareness of the customer and focuses on the traces of royal paper, where coffee, which are collected, the price that producers get, so that consumers in countries like New Zealand, it is very important -- and indeed there receives a connection between the quality of coffee and the return of the farmer or manufacturer. The correlation is performed best for the farmers, the best coffee. Higher yields mean more Time will be spent at home looking after the harvest, cutting, selective harvesting, drying and packaging capacity, or storage of strong coffee as soon as it dries.
The role of the specialty coffee industry plays in all this is very important. To help the stores and the supply from this source only the best coffee in the sector both upstream and downstream. This means that reward farmers and workers and consumers to access high quality> Coffee, expect to grow the business.
Unfortunately, the opposite is more often the rule gradually. Coffee, coffee roasters on the market around the world tend to address short-term benefits, the increase in fuel prices and their business models for research. To achieve this goal, or buy the coffee of poor quality, as cheap as possible or medium quality coffee ... also the cheapest way possible. Café cheap best fits veryAverage finished product. This, in turn, means a generally poor perception of the place to sell coffee. This can be good if there are many cafes now selling coffee of poor quality. What that means poor quality of coffee is generally accepted that is the norm, so that the result of the vulnerability of people to drink coffee.
In many ways the industry can be seen as an almost full circle back to see if the start of 1970,If instant coffee and coffee session in 10 hours plates were observed and accepted as normal coffee. This is what pioneers like Peet has worked so hard to change. E 'for this reason that the intersection of the sector is so important today.
The options are really very simple. Coffee to develop and grow from there must be the education of the shop and the customer. The global economy is playing around the national organizations, the variableRole in consulting and training in the wholesale or retail. The Specialty Coffee Association of America (SCAA) and the SCAE (Specialty Coffee Association of Europe) are two such organizations. However, members of these organizations is as easy as filling out a form and pay a fee. Often the motivation for people to access it just needs a sticker in the door curtain, get set, is the knowledge of secondary motivation. It is said that membership shouldsome form on a trial basis and then provide training via the Internet, or at least help to get the tools to create information for those who drink coffee.
As for the industry to do things right, is also a great way to build and plan for specialty coffees. In the United States and managed as a quality roaster Allegro Coffee, Coffee and Black Stump were high industry standards of command to a new level. ShoppingQuality coffee, the recruitment of qualified personnel and quality of knowledge to their clients, as well as coffee in the morning is a great success for these companies. So that it is an undeniable part of their corporate culture. All these companies also visit the practice regularly something unique to their producers in countries such as Indonesia, Guatemala, Kenya, Brazil and Colombia. To shoot this step further, not only to visit and spend a couple of nightsManufacturer coffee plant in regular contact with the cultivation of coffee. This should be seen as the future for coffee in the competition, quality-driven market is. Roaster real relationship where it is part of farmers, the standard of the extended family.
Moving from awareness to customers to buy a cup of coffee every day, and to gather information on what type of coffee they drink, how they are still growing,If taken as it gives all power to the customer. This is very important, but the world as part of the future of coffee. The possibility that differences in taste / quality of experience cupping qualities are snobs, but also helps the buyer of a good coffee, medium and poor to distinguish. Here lies the problem. Coffee with success based on the principles of sustainability and true coffee culture has nothing to fear fromEducation. A cafe that sells coffee of poor quality, it is unlikely, or not, who want to educate customers about the quality.
The lack of quality management, education and sustainability for the economy (is), from producers to consumers, ultimately, result in consumer habits continued. Quality problems, particularly on the counter and into the cup, must be taken seriously. If not, unfortunately, those who suffer, the manufacturer or country of origin, rather than theRetailers. With the current economy from a producer in Indonesia receives only 2-5% of the cost of the glass is half sold in the United States or Europe. When demand falls, fall Arab societies will eventually restore the quantity of goods in a loop instead of a number of specialties that the origins of the quality of a lot of fun. Competition from other beverages and lifestyle options to compete with the disposable income that comes the coffee.
Alfred Peet, when he was still alive, no doubt, has onlykeep doing what we did well and added, roasted coffee and share their knowledge and experiences with anyone willing and desire to learn and to listen to an example to us all in the industry.
© HG Alun Evans, Merdeka Coffee, 2007. The author reserves all moral rights to this article. Can be played alone.
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