How Special is Specialty Coffee

System

Frankly, my children, there is nothing special about it at all. It is only a label owned by an association to justify its own existence and the massive egos it seems to attract.

Research made recently on its USA members showed that they have no clear understanding of what specialty coffee is. In the end they had joined an affinity-club with a label and a logo for a perceived marketing advantage and a need to belong.

Originally when the new specialty association formed they appointed a steering committee to formulate the 'quality standards' the association would aspire to. When put to the members they voted that these standards did not need to be applied to the members for them to be in the association.

Thats right,quality coffee standards are for other people - listen to the rhetoric and dont do as I do.

That is why the coffee companies, the association formed to be different from, are now members of the of 'The Club' with the right to call their products specialty.

No wonder American coffee tastes so bad.They as a coffee nation need to stop their over-focus on the barista to turn 'pigs ears into silk purses'and instead go to blend and roast classes. Hopefully they would then choose to apply these new standards and not just market them.

There is nothing special about coffee beans - there are only choices and it is our choices that sets us apart.

Lets hang-on to our coffee heritage here in Austalia and not take on lesser grade American standards due to their marketing push, affinity clubs,logo aplications and ego-centric needs by those applying it for their own agendas.

Always ask 'why' my brothers and sisters, for 'why' will lead to truth and 'truth is always found in the cup'.
--- The Coffee Monk

lars

Dear Mr Monk - am sure you're correct, but not sure why you think it's an issue here in Australia. Surely, the issue is freshness, and if a small locally-based roaster gives you fresher coffee than you would find under the name of one of the big brands in the supermarket, that's a good thing, 'specialty' or not. Lars

FreshCoffee2

Well, that's exactly one of the salient points Lars. It is, or should be, "Specialty Roasters".....NOT specialty coffee. For the most part of it, the old CM is dead on the money......WHAT specialty coffee?...there is no such thing as "specialty" coffee, and what better forum to present such coffee political statements?    ;D Regardz, FC.  

nunu

CM...you sure it doesn't stand for Chairman Mao? I've never had 'specialty coffee' nor heard of it.   Particularly in the Pacific Northwest region of the U.S.A. You could compare the different types and styles of coffee to the variety of dishes at yum cha.  While everyone is keeping the  normal range of items on offer, most are toying with what may become the next big thing.  Specialty or not, member of some sort of club or organisation or not, is not the real issue.  It's simply a name.  What is the issue is keeping coffee real, true to it's roots, maintaining optimal quality and freshness between retailers and customers, as well as roasters, suppliers and everyone else down the chain. You also have to remember, the majority of the population in the U.S. drinks drip coffee, similar to Australia, where the majority of the population drinks instant. Specialty is just an add-on to try to draw in more money.  The real money is in innovation.  Creating coffee alchemy with the perfect roast or blend, or a different technique or way to serve coffee...That is thne crux of the argument here, no it's called this or that, because you can call a simple sandwich a bunch of different names, but in the end it's still a sandwich.  Don't get caught up in sematics.  

nzroaster

Specialty coffee is based on supply and quality. Not that long ago, Arabica was introduced as the marketing fad of the year, when you can buy instant coffee which is 100% Arabica something has to be said. For those that dont know, both Arabica & Robusta are graded by quality. There are Arabicas (grade 7) that are so disgusting all they are good for is instant. But I get customers telling me that certain instant coffees are better than some fresh coffees which may have 10% Robusta it has turned into a joke. So to make a point finally, things like specialty coffee mean something but will probably turn into a marketing tool eventually.

admin

Hi guys - there are some interesting issues raised here; there is an Australian Specialty Coffee Organisation [AASCA], but apart from organising the annual Australian Barista Champs, I'm not sure what they are currently doing. Will give Rob Forsythe a quick call, and see if he can add anything... best Admin