Monday, July 26, 2004


pod people, think again?

"new machines that brew individual cups of coffee in seconds are not likely to lure consumers away from coffee houses, according to a study that could signal a blow to the coffee marketers and appliance manufacturers that sell them. . . .only about 27 percent of those who drink coffee would consider buying the machines for themselves."

yikes! some of these new single-cup pod/capsule brewers are pricey! if this study's true, i might hesitate to buy one if they are just a passing fad.

the unknowing consumer might be stuck with a proprietary machine that takes proprietary pods, which then become unavailable as the manufacturer abandons the device. i mean, these brewers are definitely a "sell the razor and live off the blades" marketing strategy, yes?

on the other hand, that 27-percent figure does make my little specialty coffee heart glad. it seems to indicate how many coffee lovers understand that no pod can replace fresh coffee freshly ground, as created by a local independent artisan roaster or coffeehouse.

sometimes the coffee professionals who honor me by reading bccy express surprise that consumers could be interested in or even understand the coffee price situation, that world-price depression known as the coffee crisis. oh but we do!

we completely understand that it degrades the quality of the coffee we drink; it forces us to pay higher prices for what's too often mere sludge; and it causes suffering in coffee-producing countries.

and once again proof of this comes from bccy reader helliemae, who was kind enough to forward this wsj article on brazilian coffee production to me this morning. (if the site bugs you for a password, go to bugmenot!)

we clearly understand that specialty coffee is a boat: the only way we consumers can continue to enjoy delicious high-quality coffee is if we crew together with farmers and roaster/ retailers!

we are prepared to toss the multi-national firms who roast the junk coffee-by-products in the supermarket cans, the so-called "big four" -- sara lee, p&g, kraft, nestle (we have to add tchibo in here!) -- to the sharks. . .

occasionally a coffee professional will ask me, "why are you so adversarial?" and i have to say: 'cuz the big four ain't gonna change none 'til we consumers make 'em.

posted by fortune | 10:03 AM | top | link to this | email this: | | | 0 comments