Specialty Coffee – Radiant or coffee industry in the future to change the crossing?
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Seattle, home of Boeing, the giants of software, music grunge'ui … These are special types of coffee. Not really. Contrary to popular belief, while Pearl Jam, Nirvana, Boeing and Oracle actually come from the Pacific Northwest, modern Specialty coffee has its roots much further south.
When Alfred Peet died in his sleep a few weeks ago was very lively 87th died in peace, I hope, dreams of the coffee tree loaded with ripe cherries. Although most people have never heard of him, Peetis widely regarded as the father of modern "is a special type of coffee" in the industry. It was the Dutch who became an American. Lipton tea traded in Java, Sumatra lived in worked in business, New Zealand, and finally settled (somewhat) on the outskirts of the University of California at Berkeley. It was at Berkeley, where he founded in 1966 and Roaster Coffee Peet was born. Alfred Peet was passionate about coffee. His legendary used for cooking and his ability tocomment, baked and extinguish simultaneously are known. His experience in his life in Indonesia related to coffee farmers has increased, as well as knowledge of the origin, the place where coffee is grown. Against this background, and his love for baking, culminating in a place where a cup of coffee is not just Java, but something exotic, and the story housing.
From the inspiring example of Alfred Peet's Coffee lost a lot of cultures that nowis already known in America and around the world, Starbucks is the best known of them, of course. Original founders of Starbucks company Baldwin, Bowker and Ziv Seigel originally on their roasting business with Peet Peet actually baked in the early years. Many others in the industry in America went to the coffee experience Peet. In fact, when Howard Schulz, Starbucks bought, Bowker and Baldwin went and bought Peets Coffee Alfred Peetleaving the role of mentor for the coffee industry as a whole.
Currently, most consumers of coffee, from Surabaya to San Francisco, Starbucks, and recognize the logo, but the name "Alfred Peet" often draws a blank drawing views.
Specialty coffee is at a crossroads, an important crossroads in deciding what direction a line of coffee in the next decade. Over the past 10 years, many new arrivals joined the business. It is estimated that the global coffee industry is now worth more thanU.S. $ 80 billion. It is not surprising that these items of income, the industry attracts a lot of mixed business programs, which often sees the potential bottom line, instead of learning and passion as the driving force in what they do. Traditionally, a special kind of the coffee industry was built on a solid basis for the exchange of knowledge and experience on the assumption that by helping each other industries will be heavily focused quality. However, it is morerecent arrivals in the market are perhaps the choice of coffee for the perceived easy profits, rather than a real passion for coffee, or his heritage. As a result, many of the traditional methods of exchange are not as effective, or used as frequently as in the past.
Global coffee is in a situation when consumption starts to slow down and the possibility of planting coffee is increasingly difficult to find in traditional markets, consumption of coffee, Europe, USA, SouthAmerica and Oceania. Simple answer, if you look at emerging markets, China, India, Pakistan and Indonesia, the main objective. These countries have either low levels of intake of coffee (Indonesian 500GM example, used per person per year, while in Norway 12 kg per person per year), or have reasonable power, but from a historical point of view of consumers of tea (India). New markets are very suggestion of Western brands in many cases, brand strength has proved to be much more importantas the product itself. This means that several options how strong western brands, and of course the search for new local brands. However, this does not mean long-term with special coffees in these new frontiers.
In more developed markets, consumption structure has changed dramatically over the past 15-20 years. Traditional, less high-quality coffee products, such as moments, is roast and ground coffee (drops, production type, etc.) and of courseEspresso drinks (cappuccino, latte, espresso, etc.). Freshly roasted coffee has many advantages compared to instant coffee. This is more aromatic, and particularly the relationship, which originally came from. This means that the customer is also aware of the growth-giving attention to the sort of paper trail, where the coffee comes from, who took her as a producer price, etc. For consumers in countries such as New Zealand is very important –As usual there is a correlation between the quality of coffee and returned to the farmer or producer receives. Correlation is better to return to the farmers, the better the coffee. Higher productivity means more time can be used in the home country looking for plants, pruning, selective collection, drying and packaging intensive / storage of coffee after dried.
The role of specific types of coffee industry plays in all this is very important. Points of sale and supply of that resourceOnly the best coffee helps to keep the type of industry. This means that farmers and workers will be rewarded, and consumers will have access to good quality coffee, hopefully, further increasing sales.
Unfortunately, the opposite is more often the norm. Cafes, cafeterias and pražiarne to enter the market around the world tend to seek short-term benefits in fuel costs and try out their business models. To achieve this, or buy the poorcoffee, the cheapest, or the average quality of coffee … as cheaply as possible. Instant coffee is equal, at best, very average finished product. This in turn means, generally poor perception of places selling coffee. This probably will be good if there was not enough coffee shops now are selling poor quality coffee. Because it means that the poor quality of coffee is often accepted standards in this way, placing a result coffee drinkers.
In many ways,The industry can be perceived as coming almost full circle, where it was at the beginning of 1970, when the soluble coffee and coffee sits on the board to 10 hours were seen and accepted as normal coffee. What favors Peet is so difficult to change. Therefore, the sector reached a crossroads now are so important.
Possibilities is really very simple. Coffee is prepared and further growth is appropriate education and reseller customers. GlobalIndustry focuses on national organizations, which play various roles in consulting and training for you in the retail and wholesale. Special Coffee Association of America (SCAAT) and the SCAE (Specialty Coffee Association of Europe) are two such organizations. However, to become members of these organizations is as easy as filling out a form and pay the fee. Often only motivation is a combination of people sticker for direct sale to which knowledge is secondarymotivators. It is said that the membership should include some form of basic research, and then enter further education via the Internet at least help provide the tools to transfer information about coffee.
Looking at those in the industry who do things well, it's also a great way of construction and planning of future special coffees. Quality pans and coffee US entities, such as Allegro, Blackstump coffee and take Intelligens industry standardsto a new level. Purchase high-quality coffee, recruiting qualified staff and quality of knowledge transfer to customers buying coffee in the morning proved to be very effective in these companies. So that there is no doubt part of their corporate culture. All of these companies also experience something special, regular visits to growers in countries such as Indonesia, Guatemala, Kenya, Brazil and Colombia. A step further, not only to visit and spend several days atphoto coffee growers trees have to maintain regular contacts with these coffee growing. Such an approach should be seen in the future for coffee in competitive markets based on quality. In fact, the relationship of coffee roasting room, where it automatically becomes part of a larger family of farmers.
Transfer of knowledge of those who buy coffee every day, and arming them with information about the type of coffee drink, how they grow, which arises if we choose, to reach them, givingAll power to the customer. It is very important, but still a bit on the future of the world of coffee. Ability to learn the differences in taste / Bankov snob has some quality features, but most importantly, it helps buyers to distinguish between good, average and bad coffee. Here lies the problem. Successful cafes based on the principles of sustainable development and a true culture of coffee would not worry about education. Cafe selling low quality coffee, it is unlikely or not;To inform customers of high quality.
No address the quality of education and sustainable development in the business sector (from farm to retail client), causing a further reduction in the structure of consumption. Quality issues, especially in hand and glass, which must be addressed. If it is not, unfortunately, those who suffer from the manufacturer or country of origin, and not the seller. With the current literature growers in Indonesia is only about 2-5%the average cost per cup sold in America and Europe. If demand drops, trade Arabica eventually return to the cycle of commodity prices, rather than special rates, which many high-quality origin now. Competition from other beverages and lifestyle choices, compete with the net profit of coffee dates.
Alfred Peet, if still alive, to be sure of what you have done well and are happy to roasting coffee, and share their knowledge and experiencesomeone willing and wants to learn and listen to a model for us today.
© HG Alun Evans, Merdeka Coffee, 2007. The author reserves the moral right to this article. They can be played.
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