COVID-19 is forcing a change in society and the responsibility lies with the reactions and actions of every individual going forward. The end of this crisis is in the hands of global citizens. A positive future needs cleaner hands. Please learn more about coffee and its dark side. We need good growing conditions, fair trading conditions, good governments, good companies, and better-educated and -supplied consumers.
This webpage is planning to be the home of better coffee worldwide. Our message is free. Both Mother Nature and science ‘know’ that your daily cup of coffee is stale and has been sold to you as ‘fresh’ for almost a century. The coffee market (including specialty) is full of noise and difficult to fully trust.
That might be okay with you. You can always add milk and sugar to get rid of the bitter taste. Here is what is not okay … Coffee growing threatens the last of our remaining forests and coffee growers live in an extreme cycle of poverty.
Our coffee education and marketing is developed to address critical elements of the supply and the consumption of coffee. We are a small company with a big plan: Make the world’s coffee better. This website will be adapted to reflect the crisis and the needs of all stakeholders.
Here’s a starting reading list that provides a solid foundation for starting to understand coffee better:
Merchants’ 3 Critical Keys to the Best Tasting Coffee
Learn About How Coffee is Not Sustainable
How to Roast Green Coffee in your Oven
Local? Attend Our Coffee School
Merchants’ Coffee Resources
The following publications inform our decisions around coffee and we recommend them as credible sources of unbiased coffee information. More resources will be added soon …
Coffee Processing Technology (1963)
by Michael Sivetz
Coffee Quality (1987)
by Michael Sivetz