The Beginning
Ethiopia is the cradle of humanity and birthplace of the arabica coffee tree (coffea
arabica). Green coffee beans are crushed by tribes people and mixed with animal fat
as a food source for long expeditions. 600's
Coffee is transplanted to Arabia and cultivated for food, wine and medicines. 1300's
The first record of a cup of coffee. Islamic monks brewed a hot beverage with roast
and ground coffee beans called "qahwa". Coffee is viewed as a spiritual drink,
restricted to prayer and meditation. 1500's
Coffeehouses spread quickly throughout the Middle East. Trees and seeds are guarded
by the sword - only roasted or non-germinating coffee beans are legal for export. 1600's
Arab monopoly on coffee is broken by Dutch traders. Cultivation quickly spreads to
India and the Dutch East Indies. 1700's
Coffee is the number one drink in Europe, surpassing tea, wine and ale in consumption
and popularity. London's 'Penny Universities' are the only place, where for one
penny, patrons can enjoy a cup of fresh coffee and freely discuss events of the day.
Coffee plays an important role in the colonial expansion of Britain, Holland, France
and Spain.
In 1713, Dutch merchants owing a favour to King Louis XIV of France, deliver a single
arabica coffee tree to the Royal Botanical Gardens near Paris. Eventually producing
seedlings, a small bundle are stolen by the King's mistress for her lover, a French
Captain named Mathiew de Clieu, who's plan was to start a coffee plantation on Island
of Martinique. After a harrowing journey across the Atlantic only one tree survived.
It's believed that every coffee tree that flourished in the early Americas was related
to the sole survivor of the Captain's voyage!
In 1776, the Green Dragon Coffeehouse is headquarters for rebels fighting in the
American Revolution.
In 1789, Café le Foy is used by freedom fighters to stage the Storming of the
Bastille during the French Revolution. 1800's
People commonly roast coffee at home or by it fresh from local roasters in both
Europe and North America (pre-industrial revolution). 1900's
The 20th century is the dark ages for coffee. Mass marketing by corporate coffee
companies shift consumer buying habits to the 'convenience' and so called 'quality'
of brand name roast and ground coffees versus coffee roasted at home or by small
local roasters. Advertisers show housewives how 'coffee in a can' will liberate them
from the kitchen.
By 1921, over 800 new patents are issued for devices that roast and grind, package
and brew coffee.
By the 1950's, a handful of multinational companies dominate the coffee market.
Television ads and sitcoms help transform the percolator into a symbol of the era.
The roasting industry changes from local to centralized roasting and distribution.
Farmers switch from traditional to technified coffee production and processing. Low
price point on store shelves is the primary goal.
In the 1960's, political instability inspires a rebirth in coffeehouse culture. Coffee
again becomes the symbolic drink of revolutionaries fighting for social justice!
The 1980's witness a re-birth in specialty coffee. Specialty coffee shops spread
throughout North America and reintroduce consumers to the superior taste of Arabica
coffee beans, though freshness is conveniently ignored.
In the 1990's, Merchants of Green Coffee and a few companies like us emerge to
reintroduce consumers to the superior taste of fresh roasted coffee brought to market
under sustainable conditions. 2000 and Beyond
Fresh roasted sustainable coffee becomes the beverage of choice. Home and micro
commercial roasting emerge as the next big trend in the global coffee market.
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