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Revealed: Nation’s flimsiest coffee-related press release

Posted by on 20 Apr 2011 | Filed under: Consumer Trends, Foreign Brew, Home Brew, Local Brew, Machine, Quality Issues

Earlier this week, KRUPS, that bastion of great coffee, announced the winners of their National “Cup O’ Joe Awards”: Revealed: Nation’s best coffee shops – This Just In – Budget Travel. Now if only this announcement had anything legitimately to do with good coffee. Heck, if only KRUPS had anything legitimately to do with good coffee.

Of course, what we really have is one of the oldest tricks in the PR playbook: fabricate some kind of award (the broader the better — for potential distribution), issue your press release, and pray that it gets picked up in your target markets. The technique works, because we’re picking up the story here. Just probably not in the way KRUPS’ marketing department intended.

High density living for KRUPS coffee machinesOver the past 20 years, KRUPS has probably done more to disappoint more home espresso consumers than any other company, and a multitude of American landfills contain much of the evidence. To counter this reputation, KRUPS has resorted to associating itself with “upmarket” coffee — such as years of sponsoring barista championships. Here KRUPS created a new Cup O’ Joe Awards out of thin air to honor the nation’s best coffee places — and to remind consumers to keep filling their landfills with KRUPS coffee equipment (and not just KRUPS waffle makers and deep fryers).

One signature of the fabricated press release award is when the award winners have never heard of it. Another is carpet bombing high density population centers (i.e., home espresso machine consumers) to maximum effect. Thus KRUPS ignores Portland, OR, quality coffee’s Biggie Smalls, while New York City, quality coffee’s Jay-Z, gets awards for each of five boroughs.

Now that's quality Italian!And when it comes to the criteria for why one place inches out another in a given market for this coveted award, we learn the criteria involves “mailers, street teams and social media pages.” It’s Battle of the Bands all over again.

From their press release: “Krups USA polled 250 coffee-toting New Yorkers on the streets of each borough to discover their picks for the city’s best sips.” Can you imagine a SCAA barista champion crowned without the use of scoresheets — but instead by some quasi-magical popularity contest involving random street interviews, mailings, and Facebook Likes?

The San Francisco award went to Blue Bottle Coffee, which is hardly unwarranted. But KRUPS awarding the nation’s best coffee shops is a bit like Chef Boyardee awarding America’s best Italian restaurants.

The 10 Types of Commenters on Coffee Articles

Posted by on 02 Mar 2011 | Filed under: Beans, Café Society, Consumer Trends, Fair Trade, Home Brew, Machine, Roasting, Starbucks

Over the years we’ve read a lot of coffee articles. And ever since feedback forms became commonplace on the Internet, we’ve also read a lot of user comments on these posts. At least enough for us to identify 10 common archetypes among coffee article commenters on the Internet — analogous to the ever-popular coffee shop customer archetypes.

Commenters on coffee articles often fall into distinct cliques — many of them rather nonsensical. Just look at Erin Meister’s Serious Eats post last week on the cost of coffee. Not surprisingly, former U.S. barista champ, Kyle Glanville, described it simply as “great post, silly comments

So here’s to creating a lexicon so we can all say next time, “Stop being such a #6.”

1. The Starbucks Fire Marshall

Tastes like... burning!Like a mutant cross between Tourette Syndrome and a drinking game, these commenters cannot help themselves whenever someone posts something that includes “the S word.” No matter what context or circumstances for the article, we get their reflexive reply: “Starbucks tastes burnt!”

Doesn’t matter if it’s a Wall Street Journal article discussing their quarterly earnings or the latest police blotter reporting on yet another vehicle unable to resist the siren song of a Starbucks’ storefront window. This comment is also frequently offered with an air of implied revelation — akin to Charlton Heston’s infamous, “Soylent green is people!” (Sorry if we ruined that for you.)

2. The Daily Coffee Affirmation with Senator Stuart Smalley

It’s hard to believe that a someone’s self-worth could be called into question by something as trivial as another person’s choice of beverage, but these commenters face this very existential quandary. For them, coffee is still a raw, generic commodity — like kerosene. Hence 1950s truck stop coffee was good enough for grandpa and it’s good enough for us. Anyone who suggests or believes otherwise is part of a social conspiracy.

This conspiracy takes on two dimensions. The first involves separating fools from their money. Yet this is insufficient to explain why these commenters so viscerally exclaim that anybody who pays more than $1 for a cup of coffee is a moron. If it were merely this, any half-lucid person would keep their mouths shut in order to keep fleecing those fools all the way to early retirement.

Senator Smalley approves of your coffee choicesWhich leads us to the second dimension of the conspiracy: these commenters are also reacting to a perceived sense of class warfare. One man’s threat is another man’s double-tall, four-pump vanilla caramel macchiato.

Rather than admit that “fancy coffee” isn’t their thing and they don’t really get it — the way that some of us don’t get kombucha or Russell Brand — projecting this social unease on those “idiots” paying for expensive coffee is a means of self-affirmation. “Because I’m good enough.. I’m smart enough.. and, doggone it, people like me!”

3. Coffee Farmer Will Have Her Revenge on Seattle

Speaking of conspiracies, this commenter archetype believes that the entire apparatus of the coffee industry was deliberately constructed by The Man as a means of enslaving and impoverishing coffee farmers. The actual concept that someone might actually consume and enjoy the end product is irrelevant.

Which explains Fair Trade, a sacred cow among these commenters. Like the TV trope, “think of the children!,” comments from this group focus almost exclusively on “think of the coffee farmer!” What they imply is that every person who touches coffee after it leaves the farm, including the various truck drivers and dockworkers working for pittance wages in coffee-growing nations, are blood-sucking parasites profiting off the backs of noble coffee farmers.

4. The Junkie

This commenter archetype views coffee exclusively as a performance-enhancing drug. When they encounter articles suggesting that there’s good or bad coffee, or that coffee might actually have a taste or flavor, you may as well ask your grandfather what’s his favorite crunkcore band; it’s just as alien.

Appealing to the malt liquor drinkers of the coffee worldWhen they’re drinking the coffee, these commenters could not care less if their coffee tastes like battery acid, and the idea of decaffeinated coffee seems utterly pointless. They are typically attracted to the malt liquor of the coffee world: coffees branded with wake-the-dead, crystal-meth-like psychoactive properties and the sinister names to match.

And if somebody else reports to drink coffee for its flavor, these commenters discount them as merely drug addicts in denial — kind of like the guy who says he buys Shaved Asian Beaver magazine only for the articles.

5. The Born-Again Junkie

Privileged white people haven’t had it easy. In today’s society of competitive victimhood and I’ve-suffered-more-than-you one-upmanship, some are lucky enough to experience the trauma of not getting into Harvard. Others aren’t so fortunate and have to resort to makeshift, bogus afflictions like “caffeine addition.”

Which brings us to the archetype of the recovered caffeine addict. These born-again commenters proselytize a lifestyle free of caffeine: “I once was a caffeine addict, but my life is so much better since I gave up coffee for yerba maté!” Like all lifestyle preachers, it’s not enough that they live with their own life choices — they must convince you to choose them too.

The dirty secret of this archetype is that, rather than face their demons, they are only hiding from the real problem in their lives — namely, their lack of self-control and inability to moderate themselves. Which makes them kind of like the gay man who joins the Catholic priesthood to “cure” himself of his homosexuality. (And we all know how well that works out.)

6. Reverend Home Roaster

Rev. Billy discovers the Gene Cafe coffee roasterHome roasting has been around for over a millennium. Its latest generation, with more modern prosumer equipment, probably peaked about a decade ago. But it is a brand new phenomenon for many. Often those who have discovered home roasting in the past year seem particularly afflicted with a brand of religious zealotry when posting comments on coffee articles.

Whether the article is about the cost of coffee, a Cup of Excellence competition, or even the pour-over brewing device of the month, the comment box is an irresistible platform (read: soapbox) to preach a sort of home roasting gospel. “It’s better than you can buy!” “It’s cheaper to do it yourself!” “It’s so easy, a caveman can do it!” One popular sermon is the Legend of the $5 Hot Air Popcorn Popper: “I have seen the promised land, and it is a West Bend Poppery II!”

You’ll have to excuse us if we don’t start selling off all our worldly possessions in anticipation of the home roasting Rapture. Yes, we like home roasting. It’s kind of a fun hobby from time to time. And yes, we understand that, by golly, you really like this new home roasting thing. We also like Benecio del Toro, but we don’t use the comment thread on a Cup of Excellence article to proselytize his merits as an actor and movie producer. The key to sales is relevancy — that goes whether you’re selling mortgage-backed securities or a home roasting lifestyle.

7. The MacGruber

Somewhere coffee comes out of the end of this contraptionThe MacGruber represents another kind of commenter with a DIY fetish — except that this archetype sees the DIY ethos as a form of social currency. Less idealistic and more self-interested than Rev. Home Roaster, the MacGruber comments on coffee articles to boast of their exploits building traveling espresso machines out of bike parts or attaching PID controllers to portafilter handles. In this regard, they’re a bit like those guys with gold chains and silk shirts who boast of their sexual conquests in laser-filled nightclubs. The difference being that most rational people would be socially embarrassed if confused for a MacGruber.

Given the choice between spending $35,000 on a new BMW or on a used Honda Civic and tricking it out with accessories over the next four years, the MacGruber will invariably choose the Civic. This might lead others to believe there’s something fatally flawed with the Civic. But this archetype also has an obsession with reinventing the wheel. We fondly recall one MacGruber who wrote up an elaborate post on how he converted his Vacu Vin wine-stopper into a coffee preservation system — blissfully ignorant that Vacu Vin has been making “coffee saver” systems for years that are available for $10 on Amazon.com.

8. The Dumpster® Diver

Coffee sale!!!Like The MacGruber, posts from this commenter archetype are about establishing social currency. Except here the currency is scoring a kilo of Colombian for the ridiculously low price of $1.99 a pound at Sam’s Club. As if to jab a hot fork in the eyes of Fair Trade advocates, this archetype boasts about their competitive place in the race to zero-cost, zero-conscience, quality-free coffee.

When this archetype isn’t posting about how much they’ve saved on coffee, they’re frequently long on ideas for using spent coffee grounds to Spackle® bathroom tiles. And if you’re lucky, you’ll avoid their frequent posts about how they bought their new car with the Dumpsters® full of cash they saved by making coffee at home instead of going to Starbucks.

9. The No Coffee Left Behind Act

Whether you’ve tried the coffee at three hundred different places or just three, most people have their favorite coffee. A large number of comments on coffee articles consist of personal endorsements of the coffee from a specific roaster, coffee shop, or home brewing contraption. As an anonymous poster put it on Boing Boing this week:

Every comment thread about coffee contains: (1) someone mentioning how great their home roasted coffee is; (2) a plug for a cafe not mentioned in the article.

Maybe we could just assume the existence of these kinds of comments from now on, with no need to actually post them?

But if we all assumed that, what would there be left to talk about? Hence this archetype of commenters who actively police various online media sources, ensuring their favorite coffee sources don’t suffer the egregious injustice of being omitted from a coffee article.

Some may take the additional step of attempting to elevate their pet coffee by dissing on the various coffee sources mentioned in the article. For example, this archetype frequently engages in slagging on quoted coffee shops for their pretentiousness, for the hipsters who work there, and over the fact that the owners cover their electrical outlets. Basically: all of the ridiculous stuff that’s the irreverent lifeblood of Yelp ratings.

10. The Jaded, Crotchety Blogger

This archetype believes they have seen it/done it long before you even heard of it/thought about it. And despite their whiny complaints of coffee articles that dredge up old topics hashed out thousands of times before over the years, they still cannot look away and feel compelled to respond — like gawkers at a gruesome car accident.

Yes, we’re making fun of ourselves this time. Because if it sounds like we’ve seen it all before, quite sadly we literally have seen it all before. Do you realize what kind of petty life you must lead to have read every coffee article ever written on the Internet? How about so pathetic, you come up with a list of 10 types of commenters on coffee articles.

Australia rates home espresso machines as the most unreliable appliances

Posted by on 05 Feb 2011 | Filed under: Consumer Trends, Home Brew, Machine, Quality Issues

Home espresso machines have been rated the most unreliable consumer appliance in a survey by Australia’s Choice: Brewing a great big cuppa strife | Herald Sun. Choice is akin to America’s Consumer Reports magazine — just without the bitter socialists at the Consumers Union behind it.

Over the years, Krups is responsible for more sponsored barista champions and more disgruntled home machine buyers than any other brand.One major contributor is likely the recent opportunistic flood of home appliance manufacturers: makers of toaster ovens and vacuum cleaners who suddenly smelled a cash cow in home espresso machines as Starbucks‘ stock price increased. (Okay, so that last part was way back in the Clinton era.)

Yet Australians aren’t that gullible; they’re some of the world’s most enlightened espresso consumers. But perhaps that very savviness is at the root of Australian’s dissatisfaction with home espresso machines: their standards are simply higher, and there are a lot of landfill-bound appliances on the marketplace that call themselves espresso machines in name only.

Another factor is undoubtedly the inescapable need for machine maintenance and tuning. The concept of regularly cleaning and tuning an appliance makes no sense to a lazy consumer who compares it to televisions, PVRs, and mobile phones.

Undoubtedly very few of us realize that we’re likely in violation of our refrigerator warranties if we do not dust or vaccuum the coils every month. Clearly no one does this. The difference being that a poorly maintained refrigerator still keeps food cool while it consumes more energy until finally blowing a compressor months or years later. A poorly maintained espresso machine makes foul espresso right away.

If your coffee ain’t broke, should you fix it?

Posted by on 24 Nov 2010 | Filed under: Consumer Trends, Home Brew, Machine, Quality Issues

Thanks to friend of this blog, Shawn Steiman, for pointing out this somewhat amusing article from today’s New York Times: Loving Coffee Without Being a Drip – NYTimes.com. In something of an ode to the Mr. Coffee automatic filter drip machine, the author — Times food critic, Frank Bruni — laments the many overly precious methods of coffee-making he experiences as friends try to raise his coffee game.

'You call that a radar screen? No sir, we call it Mr. Coffee.' -- SpaceballsWe’re still at a loss for how someone could spray themselves in the eye with a Chemex brewer. The physics defies anything we can diagram and anything we have ever received in a college physics exam. (You know the kind: “Person A is driving a car at 55 mph on a surface with a coefficient of friction of 0.78. What color is his tie?”)

But even if you can make the argument that your choice of brewing method should factor in proportionate personal risks of scalding and blindness, far be it from us to dispute that coffee has become too fussy for its own good. Mr. Bruni cites “just how much self-identity and self-definition go into every aspect of ingestion these days.” He’s singing our song.

When does tricking out a Honda Civic imply a defective car?

Personal coffee travel suitcases aside, another telling example comes from a friend of ours who just returned after living a few years in London. He’s no coffee slouch, having used French presses for decades and a manual La Pavoni Europiccola while in London. In asking me about a home espresso machine, we concluded that a standard Rancilio Silvia would be a good fit.

Pimp My Silvia? Or defective espresso machine?What made him hesitate about purchasing one? All the Web pages dedicated to Silvia owners who outfitted their machines with PID controllers. A simple Google search produces 256,000 results. Here the coffee geek ethos of graduating from temperature surfing to PID-fitting created a potential customer who believed something was horribly wrong with the Silvia machine’s temperature control — something so defective that he wondered why it did not go through a necessary and massive product recall.

They say that good is the enemy of great, and that’s certainly true if you’re trying to improve your standards. However, that’s not the same as having an intolerance for good — which ironically, by definition, isn’t always a good thing. We love improved standards. But how enjoyable is a walk in the park when you’re always measuring it against Olympic speed records?

Trip Report: Saeco Caffè (Cape Town, South Africa)

Posted by on 28 Jul 2010 | Filed under: Café Society, Consumer Trends, Foreign Brew, Home Brew, Machine, Roasting

This unusual, two-story café resides at the base of the ultra modern, five-star 15 on Orange Hotel. On the upper floor, it has a serving area with a two-group Saeco Steel SE 200 at a bar, a number of black tables and chairs, a branded lit display, a couple of Saeco home machines on display, a fashionable clothing and jewelry shop, and a few baked goods under glass. Outside there’s a patio with three plastic chairs and café tables under parasols advertising Saeco. Downstairs there’s more black tables and chairs and an array of several home Saeco machines for demonstration.

Together the place is wrapped heavily in Saeco red & black branding, giving it a Segafredo Zanetti-like feel. But this café, currently unique in the world, is Saeco’s showcase for their machines and coffee — a sort of counter to the Nespresso showrooms planted all over the world.

Branding outside the Saeco Caffè in Cape Town Inside the Saeco Caffè in Cape Town

Home espresso machine demo counter inside the Saeco Caffè What's a café without high-fashion retailing? Inside the Saeco Caffè.

Despite the hip, modern feel of the place, the friendly barista leaves the portafilter handles cooling in the drip tray. But when the machine is in service (there are few customers ever in here), they pull shots of Saeco coffee (also sold here in kilo-sized bags) into plastic, transparent, double-walled Bodum cups. You can see a good 2mm layer of even, medium brown crema.

But despite the rich aroma and good looks, the flavor is a bit of a disappointment: flat, a little tarry, but otherwise pungent cloves. Served on a silver platter with a large glass of water. R12, or about $1.55.

Read the review of Saeco Caffè in Cape Town, South Africa.

Branding and Saeco machine inside the Saeco Caffè The Saeco Caffè espresso

Trip Report: Hollow

Posted by on 29 May 2010 | Filed under: Café Society, Home Brew, Local Brew, Roasting

Another installment in SF’s series of “espresso bars in strange places,” this one — open since 2009 — is located in a sort of gift shop. It’s a very small space identified by its bright green exterior, and there are a couple of small chairs for sidewalk seating. Inside there are mirrors, planters, birdcages, bath oils, glassware, candle holders, and other odd home gifts — with two small tables in front and an espresso bar in back.

Here they use a two-group La Marzocco Linea to pull shots of Ritual Roasters coffee. They were pulling shots of Ritual’s anniversary Five Candles blend when we visited — recently replacing months of their Evil Twin seasonal blend. The barista identified their Evil Twin blend as being much more forgiving than the two-second extraction range that the Five Candles could tolerate. And they do time their shots here: she sank (as in sink shot) a 17-second shot before letting a 24-second shot pass.

Hollow's modest exterior Tight quarters inside Hollow

The espresso had a mottled medium and darker brown crema, poured rather short in white Nuova Point cups. It was bright, fruity (sour green apple fruity), and a touch thin – likely reflecting the new espresso blend more than anything else. Regarding the fruity descriptor, Ritual even uses the phrase “golden apple” – though it was more green apple. And that kind of sourness just doesn’t have a place in the flavor profile of espresso shots we like very much. Perhaps others will find it interesting.

Hollow is generally known for making some of the best espresso in the Inner Sunset, but the Five Candles blend didn’t let them shine. This is a case where a coffee bean roaster/supplier changes up their blends with the growing seasons and sometimes gets too clever — producing underwhelming results for the retail café.

Read the review of Hollow.

The rest of Hollow's interior - with La Marzocco Linea in back The Hollow espresso

Coincidentally, this afternoon we were looking for a decent espresso in Yountville following the fantastic release party of a winemaker friend of ours. Walking up to the nearby Yountville Coffee Caboose, we asked what Ritual blend they used for their espresso pulls. When they answered “Five Candles,” we instead walked over to Bardessono.

The woman working the Caboose’s register may have been surprised at our reaction, but the Five Candles blend really is that disappointing. It carries many of the signature problems we’ve created when we’ve overweighted more lightly roasted Central American beans in our own home-roasted espresso blends.

Bialetti announces an Italian exodus

Posted by on 08 Apr 2010 | Filed under: Beans, Consumer Trends, Foreign Brew, Home Brew, Machine

In today’s, er, tomorrow’s news from London’s The Independent, classic Italian stove-top/moka pot coffee manufacturer, Bialetti, announced that they are closing shop in Italy and moving their operations to Eastern Europe: Rivals too hot for Italy’s classic coffee pot – Europe, World – The Independent. In Italy — where the Bialetti has enjoyed decades of near-ubiquitous home coffee use — opinions on the matter have apparently heated up, as Bialetti claims modern coffee maker competition necessitated the move.

Mr. Bialetti is now thumbing a ride to somewhere east of the DanubeThe article suggests that “the little pot has helped to see off the threat of the ubiquitous, high-volume offerings of the mass-market chains.” We don’t see that at all. Mass-market chains have failed to catch on in Italy because the market for decent espresso has long been saturated with local cafés on every corner that reliably produce a good shot. The moka pot largely seemed to survive because of its simplicity: there’s no reason for a family to purchase a hulking espresso machine for home use when good stuff is always available nearby.

However, the article notes the recent popularity of coffee capsules for home use — even in places like Italy: “millions of coffee drinkers in Italy and beyond bought into the hype that the capsules provide an espresso virtually as good as one served in a coffee bar.” We agree with their use of the word hype, given that we’ve found that the best of these superautomated, capsule-based home machines produce espresso shots on par with McDonald’s quality.

That said, European consumers want to look forward to the modern. Four years ago we questioned how Nespresso shops could succeed in Europe. Sure enough, today European consumers are at least buying the coffee.

Drip Bar, a Mobile Blue Bottle Café, coming to Los Angeles

Posted by on 31 Mar 2010 | Filed under: Beans, Foreign Brew, Home Brew, Machine

The coffee culture export trade is in high swing, whether it is Stumptown Roasters opening in Amsterdam or Blue Bottle Coffee following Intelligentsia‘s footsteps and invading L.A.: Drip Bar, a Mobile Blue Bottle Café | NBC Los Angeles. Yes, that last article cites the tiresome caffeine-riff cliché abused by many an unimaginative coffee writer — calling Bay Area Blue Bottle fans “caffeine-starved locals” — but the article notes a second attempt to bring Blue Bottle to the tanned, spackled, and collagen-injected masses down south.

Drip Bar, a mobile/portable café concept scheduled for introduction in L.A. this May, plans to pour Blue Bottle Coffee using Hario V60 drippers. Should we be surprised that in a town where you have to drive everywhere, your coffee should now come on wheels?

Instructions for our Hario V60 cloth filter - e-mail us for details on the translationAs we wrote last October, the spiraling Hario V60 dripper became all the rage at Intelligentsia as a Clover brewer substitute. Many other coffee shops have since followed suit in declaring the Hario V60 dripper as the greatest thing since the double boiler — including SF’s Ritual Coffee Roasters, who was among the first in the Bay Area to offer a Hario V60 drip bar.

We have our own Hario V60 and Buono drip kettle for home use. We even got a friend to translate all the Japanese instructions for us. Good coffee, to be sure. But the professional coffee world seems to chase short-attention-span fads on a level that rivals many Japanese consumers — with a heavy copy-cat hype that ebbs and flows with the coffee growing seasons.

When we first encountered a Hario V60 drip bar, last December at Intelligentsia’s Monadnock location in Chicago, we asked the barista if he liked it that much better than a Chemex brewer or a typical Melitta bar. While continuing his pour with a Buono kettle, he slowly responded with a resounding, “Well…?” So while the V60 is a fun new coffee toy, and it produces great coffee, let’s just say we’re not ready to throw our old Chemex brewer out the window just yet.

High-quality espresso from low-end machines?

Posted by on 12 Jan 2010 | Filed under: Beans, Home Brew, Machine

The Boston Globe published an article today (OK, technically tomorrow) about making great espresso with cheap home equipment: High-quality espresso from low-end machines – The Boston Globe. The author experimented by buying cheaper, used home espresso machines, and he claims to have achieved decent results. The key to his results were a good grind, good beans, and good portafilter packing.

Home espresso gone ghettoGiven some of the wretched espresso we’ve subjected ourselves to from the supposed “professionals,” how bad could it really be? While we haven’t tried going ghetto with home machines, we agree with the writer’s advice: grinders are often where home espresso first goes wrong, and you need a high-end one to produce a decent espresso grind. That’s a nice change from the endless supply of home espresso machine pushers who criminally neglect the importance of a good burr grinder.

The writer also found that having beans ground for him at a local coffee shop never produced espresso as good as the canned stuff — which may surprise many (including us). That says something about the reliability of local coffee shop coffee grinding, the freshness of their coffee, or both.

Of the pre-packaged variety, he tested eleven different brands and suggested that Era Ora and Sant’Eustachio came out on top.

Equator Estate Coffees wins Roast Magazine’s 2010 American Roaster of the Year Award

Posted by on 22 Oct 2009 | Filed under: Beans, Home Brew, Local Brew, Restaurant Coffee, Roasting

San Rafael-based Equator Estate Coffees has long been a major enigma for us. They have heavy distribution among high-end restaurants in town — and quite a few on the low-end. But despite the occasional accolades among tastemaker chefs, we just didn’t “get it.”

Roast Magazine recently announced their roaster of the yearOver the years, we sampled the espresso at well over 30 different places serving Equator Estate coffees and purchased some roasts for our home use. We invariably found them to be too tepid in flavor depth, richness or “personality” to make them stand out from the crowd. It was only this year that we finally came across an example of their coffee we truly liked. To this day, it remains the lone exception, and we suspect that some of this has to do with a lack of quality control over their delivery chain (e.g., cafés/restaurants that let their coffee lose flavor and go stale, etc.).

But of course, we’re only one opinion with a taste palate that may radically differ from anyone else’s. For example, we’ve recently come to the conclusion that, pound-for-pound, we somewhat regularly produce better results at home with the coffee from Barefoot Coffee Roasters rather than, say, the celebrated Blue Bottle Coffee — an opinion that may count as blasphemy among so many Blue Bottle loyalists in the city.

However, there’s no question that our congratulations must go out to Equator Estate Coffees for earning Roast Magazine‘s 2010 American Roaster of the Year Award: Equator Estate Coffees and Teas Wins Coffee Industry’s Top Honor. Past winners have included the likes of Intelligentsia Coffee & Tea, Zoka Coffee Roasters, and Stumptown Coffee Roasters — which is great company in any context. Now only if we could find a way to appreciate their coffee in the way others obviously have.

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