Coffee Culture: Has specialty coffee gone too far?
“Coffee, c’est la mode. Or at least that’s what it seems to be at the moment, the rage of the day here in Seattle. The label of Seattle as the “Coffee Mecca” has been bestowed upon us and drilled into our minds. It’s like we’ve been programmed to purchase these energy-boosters at excessive daily rates. Fashionable in this urban setting is to walk about flaunting your cup of Joe; this cup gives you the appearance of ambition, sophistication, and flair; it is an accessory to one’s wardrobe. This is especially true for young-career driven women and men too. This cup can enhance one’s image because the thought of caffeine makes one think of the individual consuming this beverage as a hard-working, sleep deprived soldier in today’s society. A lack of sleep is a sign of power and hard work, dedication, success, and ambition to one’s career and work; and by drinking coffee, it is a sign of the need to heal the sleep-deprivation of the hard worker from their arduous work schedule, to boost their more awake-state for the individual to keep working. So, why not add a caramel macchiatto to your everyday wardrobe?– Sena”
I recently came across this critique of speciality coffee’s role in the lives of real people. I wonder if Sena is right in suggesting that the primary purpose of specialty coffee is to provide a caffeine jolt and a fashion statement for urban careerists? Is there any truth to her observations? Or should these ideas be dismissed as a wild misinterpretation of what is going on in the industry? When I’ve discussed these views with others inside and outside the coffee trade the responses have usually focused on the role of work and career in modern living, specifically the lack of balance in this area. Not coffee. Most people seem to think that coffee plays only a small part in this equation and maybe none at all. Would getting rid of coffee bring balance and perspective to people’s lives if they are determined to lock themselves in a cycle of earning and spending that enslaves them to a job or lifestyle? Clearly, there is a larger cultural question presented in Sena’s critique that focuses on many features of our society’s landscape, including consumerism and the inflated material expectations of individuals. But what about the coffee? . . .
Posted under Coffee Retailing, Culture, Fair Trade, Social Conscience
Cup of Excellence and estate-identified coffees are receiving plenty of attention these days–not just around their provenance and terroir, but also with regard to specific preparation techniques and brewing parameters for getting the most out of them. Usually, these super-premium typicas and bourbons are filter brewed, French pressed, or Cloverized. However, I am also hearing more about original experimentation around using these highly desirable coffees as single origin espressos.