Wednesday, July 14, 2004


regional coffee culture, part xxiii

or, is anyone still counting?

that aside, i was fascinated to read today about a new coffee craze sweeping brunei. i suspect it will soon spread elsewhere.

why? long-time readers know we here at bccy have been chatting about the health benefits of coffee for years; and now the nca -- think commercial coffee and the "big four" multinational coffee roasters, firms like sara lee, kraft, nestle, p&g, even tchibo, or those red & blue cans in the supermarket -- are finally getting wise to this.

thus the nca's decision to launch a health-oriented coffee ad campaign at consumers.

those espousing the "red coffee" in brunei are also touting the health benefits. i guess i wasn't aware that beetroot is packed with anti-oxidants, just as coffee itself is!

but then it turns out that so many of the traditional accompaniments to coffee also have health benefits -- remember that story about cinnamon not long ago? i'm always sprinking some on my cappuccinos now.

my advice to the nca, as an average coffee lover: stop thinking you can sell low-quality, stale, junk coffee to the public by re-doing the packaging, the additives, the marketing.

improve the quality of the coffee itself and then let 'er rip. . . until that time, i'm sticking to the fresh delicious specialty coffee available at my local independent roaster, coffeehouse, or bean store!

posted by fortune | 10:17 AM | top | link to this | email this: | | | 0 comments