Coffee Freshness – How Fresh is Too Fresh?

Looks like in specialty we are always running against the clock, trying to get the freshest green beans first, and then, when the coffee is roasted – well, the idea is to sell it faster, because when you roast it, you basically start the timer. Timer of “not too fresh”.

It comes to a degree when people are refusing to buy coffee that is perfectly fine, but was roasted a week ago. “7 days is too much, probably coffee has already passed its peak”. 

But does fresher coffee mean better coffee?

Direct Trade – Myth and Reality

Couple of weeks ago I was invited to do a talk on Sustainability in Coffee at one local food market, and honestly I think I painted a pretty scary picture for those who attended the talk. The truth is I don’t think I exaggerated at all.

If we define the sustainability as “the degree to which a process or enterprise is able to be maintained or continued while avoiding the long-term depletion of natural resources” or “meeting the needs of the present without compromising the ability of future generations to meet their own needs”, we quickly figure out that Coffee Industry as it is functioning now is far from being sustainable.

Marketing Specialty Coffee -Roasting Coffee Well will not make you sell (on its own)

Now, in almost 2022, it is reckless to behave like these 20 years have not happened. You have competition, you have certain standards and expectations from the customers, you have new brewing methods, different consumption habits, an abundance of offers online…It would be madness to still be basing your “key difference” at the specialty coffee market as “We source the best coffees and roast them to perfection, showcasing the best flavours the terroir is giving us”.

Many things are wrong with the previous statement – I will not get into details – but the most important thing is that it is not leading anywhere. It is not helping your customer to identify who you are, what kind of offer you have – and if you are, or not, close to what he is looking for. 

Unavoidable inconsistency of coffee brewing and tasting

This year’s Portuguese Aeropress Championship is over, and here I am, a week later, feeling like writing about it, or, better said – about the shocking realisation that I experienced during the preparation stage, and that is giving me some food for thought now.

We all know that coffee making is made of balancing multiple varieties, and hitting all of them, getting all of the factors right, makes up that delicious cup of coffee in the end.

Everything matters, from the amount of water in your kettle to the material your vessel is made from, from the mineral content of your water to the outside temperature and humidity. There are just so many variables to juggle. Probably too many to be consistent.

(ADVANCED) – Sustainable Growth in Specialty Coffee Industry

…what it is and what can we do. Yesterday there was an important panel discussion on Stronghold, dedicated to the topic of sustainable growth in the specialty coffee industry. It impacted me deeply, and I decided to take my time today and write about what I learned and what it made me think about. IContinue reading “(ADVANCED) – Sustainable Growth in Specialty Coffee Industry”

Modulating the flavour profile of filter coffee with the recipes. Brewing not developed roast.

Sometimes it happens, and you discover that you are brewing coffee that has some roasting issues, and is not developed properly. Of course, before blaming the roaster, make sure that you are doing everything right in your department. Sensory memory and experience helps – if you tasted many coffees and discussed them with other people, you have a clear understanding of what underdeveloped roast tastes like.

What can you do if you get one? How can you modulate the brewing profile to mitigate the roasting problems?