The mainstream media barely understand that qualitative differences exist between really good coffee, good coffee, and average coffee — let alone that some of the differences might be worth shelling out a few extra bucks on. CNN is one of the more recent outlets to ponder the differences: $13 coffee worth the brew-haha? – CNN.com.
Of course, this is an old story just now washing up on the remote cultural shores of CNN’s Atlanta headquarters. Back in 2007, we wrote about $15 cups of Hacienda la Esmeralda and even UK restaurants that sold $14 cups of Nespresso (Nespresso! You know, the same people who brought us Taster’s Choice.) By 2008, we experienced first-hand exposure to these media biases when we were interviewed for a variety of magazine articles and TV news programs. We realized then that the common theme was a need to defend better coffee — and why we should consider paying more for it.
At least the CNN piece didn’t take a typical Bay Area approach, which was more along the bizarre logical lines of, “How can you justify a $10 cup of coffee when there are starving children in the world?” Instead, CNN seemed to think the price should translate to ridiculous levels of service — underscoring how they couldn’t differentiate Thunderbird-like rot-gut from a DRC burgundy of the coffee world.
But what triggered our gag reflex when reading this story wasn’t yet another tiresome reference to kopi luwak — the gag novelty of the coffee tourist world. Instead, it was mention of Baltimore’s Jay Caragay — a good coffee guy and one of the brains behind Portafilter.net — and how he actually named a café “Spro”.
So it ain’t so, Jay. Baristas at quality coffee shops already have their hands full trying to buck the hipster doofus stereotype.
4 Comments »