Saturday, March 01, 2003


recession-proof!

"in other words, while most retailers are limping along, hoping for no more bad news that could send their sales plummeting even lower, the coffee business has a definite buzz going. annual sales of specialty coffee in the united states now eclipses $7 billion."

so we are cheerily informed that the u.s.a. is hell-bent on giving up the dishwater it's been drinking for too many years and is rushing towards the real thing.

but the question remains: considering the continuing coffee crisis, how much longer will there be high-quality specialty coffee at a price americans can understand paying? we coffee fanatics are fond of running around saying that coffee is as complex and interesting a beverage as wine.

but will americans be receptive to that fancy latte when it costs as much as a glass of premium wine? it could go that way unless something in the market changes. . .enough dark thoughts; time to enjoy what looks to be the upswing of our heavenly nectar. . .

"we seem to have become a recession-proof industry," sez my pal mike ferguson of the scaa. . .

posted by fortune | 7:21 PM | top | link to this | email this: | | | 0 comments