Serving People Serving Coffee Since 2005
Issue link: http://baristamagazine.epubxp.com/i/659497
Quality coffee is coffee that exposes its individuality. It is captured in that moment where you smell fresh blueberries wafting off of the cup, or taste apricot in that first sip. It is the simultaneous experience of the familiar and the surprising. — Matt Butcher, Longmont, Colo. Fresh beans with a complexity of taste that starts from the first slightly bitter sip, to the explosion of flavors on the tongue, to the finishing notes. — Cryptowolf, Chicago In the movie Pulp Fiction there is a scene where the character known as the Wolf (played by Harvey Keitel) takes a sip of coffee and pauses with a soft, "Woah that's good" look. Quality coffee generates that look. It is what happens when all the flavors of a particular bean are extract- ed in a such a way that each sip is heaven. — Kyle R., Chicago Quality coffee was once explained to me in the best way possible, and I really believe it is true for brew methods across the board. I think quality can be applied to everything, but I judge quality based on how "in love" the baristas seem to be with their shots and pourovers. It is all so important. Quality coffee is conveyed through the quality of love and tenderness of the barista serving it. — Olivia Garcia, Denver, Colo. Quality coffee means that the beans were sustainably harvested, care- fully roasted, and purposefully brewed. Everyone that touches the coffee through its lifecycle has an impact on the quality of the coffee. — United By Blue Coffeehouse; Philadelphia Carefully grown, responsibly harvested, fairly acquired, attentively roasted beans that are then in turn brewed appropriately, paying close attention to proper processes every step of the way, all the way up to when it reaches the lips of every thirsty customer. — Kelly Fennell, Cool Beans Coffeehouse & Cafe; Madison, Wis. WOW!...it means starting my day with quality and expecting the rest of the day to follow suit. It means being a part of a global community. It means a chance to get to know and serve my local community that I am raising my children in. It means elevating their expectations for coffee. It means providing jobs and giving skills to people in my community. It means being a part of an industry that I love, that's full of interesting products and people. Really, it's all about what's in the cup....but knowing what's in the cup and what has gone into getting it to us makes it mean so much MORE. — Kara Yusi, Free Bird Espresso; Okanogan, Wash. QUALITY OF COFFEE IS #1 76% What factors contribute to a positive experience while at a shop? 72% What is the most important factor you consider when choosing a shop to visit? 51% If you have a shop to which you are loyal, why? 41% What is the primary reason you choose to go to a shop vs. make coffee at home? % of people who listed "quality of coffee" as the most important factor on the following questions WHEN JUDGING THE QUALITY OF COFFEE AT A SHOP, WHICH FACTOR IS MOST IMPORTANT TO YOU? IN YOUR SHOP, WHICH FACTOR CONTRIBUTES THE MOST TO CREATING QUALITY CUPS OF COFFEE? COMPARED TO SHOPS CUSTOMERS MENTION SHOPS MENTION COMPARED TO CUSTOMERS WHAT DOES QUALITY COFFEE MEAN TO YOU? 4.4X 4X TASTE SOURCING UNIQUE FLAVOR FINISH BODY FAMILIAR FLAVOR AROMA SWEETNESS ACIDITY TEMPERATURE STAFF TRAINING ROASTING ORIGIN OF BEAN BREWING TECHNIQUES EQUPIMENT SANITATION 23 www.baristamagazine.com