I’ve seen the future of coffee hell, and it is: ‘Inventive Coffee Roaster Changing the Way Americans Drink Coffee’
Posted by TheShot on 11 Apr 2007 | Tagged as: Consumer Trends, Quality Issues
In case you thought we were simply making things up for the benefit of a joke, coffee is truly getting worse at the same time it’s supposedly getting better. Today’s commercial flood of poorly designed home espresso machines marks some of these steps backwards. Other examples are more insidious, such as how the Nespresso machine advanced convenience while dragging coffee quality several years back down the evolutionary chain.
But if there are ever Nuremberg Trials for heinous crimes committed against coffee, the first death sentence might be issued to X Cafe LLC — a Portland, ME-based coffee roaster who is “recognized nationally as the originator of shelf-stable coffee extracts”: Inventive Coffee Roaster Changing the Way Americans Drink Coffee. Per the cited press release, “it’s all done with Bag-in-Box technology, long favored by Coca Cola and Pepsi for the soda industry, using post-mix dispensers.”
Yep. Because we all know that ice cream tastes better out of tubes — since that’s what the astronauts eat — this Starbucks-obsessed nation is going to love getting their coffee from a soda gun mix of concentrated coffee extract and fizzy water. Mmmm mmm mmmm mmmm mmm. To think I’ve been wasting all this time celebrating the moments of my life with the flavor of General Foods International Coffees.
French Vanilla Café, anyone?
1 Comment »
on 18 May 2007 at 4:21 pm -05:00T 1.Espresso News and Reviews - TheShot.coffeeratings.com » Getting more from your coffee menu said …
[...] In the world of coffee, this translates to a regular stream of new coffee product introductions — intended to keep consumers’ short attention spans engaged with the dancing monkeys of food marketing. Think Starbucks‘ new Dulce de Leche latte, the KFC Famous Bowls of the world of specialty coffee. Aesthetic and nutritional atrocities like this, of course, are necessary because it’s far easier and far more lucrative for food marketers to sell new fluff over the basics. And, unfortunately, it’s far more effective. Espresso drinks have provided a wealth of marketable perversions that failed under the old regime of “flavored coffees” (a la General Foods International Coffees). [...]