February 27, 2015

THERE'S NO SUCH THING AS QUALITY:

It's true: Americans like to drink bad coffee ( Roberto A. Ferdman February 24, 2015, Washington Post)

[P]eople in this country, on the whole, are actually drinking worse coffee today than they have in the past. And the reason appears to be that they value cheapness over quality -- and convenience over everything. "A lot of people in America would take a sip of single origin high-end coffee and not appreciate the taste," said Howard Telford, an industry analyst at market research firm Euromonitor.

"Price is important because if you can't afford it, you can't buy it, but convenience is the one thing that's really changing trends these days." Indeed, the bulk of this country runs not on single-drip artisanal coffee, but standard, pre-ground coffee, which, by most coffee snobs' measures, is one of coffee's most inferior forms.

Only about 8 percent of the coffee beans Americans buy are fresh whole beans, which upscale coffee brewers, like Blue Bottle, will tell you is the much better way to buy coffee beans. And ground coffee isn't just outpacing whole bean coffee -- it's increasing its lead, each and every year. [...]

But while the high-end coffee world imagines a country in which everyone can have fresh, ground beans delivered to their doorstep, the bulk of America is still perfectly happy drinking the basic stuff.

And the high end drinkers would fail a taste test.

Posted by at February 27, 2015 4:50 PM
  

blog comments powered by Disqus
« FIRST WAY MEANS: | Main | MORE WAR ON WAGES: »