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03/16/2007:"Defined by the structure of marketing schemes and board members"
Coffee’s gone corporate defined by the structure of marketing schemes and board members. We’ve seen cafes popping up donning the monikers of nature’s retreats. Rainy forests, fair trade colors. Lions, tiger and bears oh my! Coffee isn’t just something to drink in the morning and after dinner anymore. It’s a way of life, part of our fashionable get up, a daily source of satisfying that little thing inside us called the shopper.
Problem is we’ve lost taste. Taste can’t be read or learned in a crash course. Unfortunately the singular experience of taste is what’s missing from the whole food explosion currently happening in the American lifestyle for the last 10 years. Taste in food is based on methods and techniques, demand and necessity, availability and tradition passed over generations..
That is the reason for the multiplication of many cafes across the landscape. American food has nothing to do with taste. Nobody knows how to properly cook traditional dishes. It’s more about setting. Blonde woods, aproned staff behind machines and things. A blast of steam, pump some bottles, push the buttons, pour from a pitcher made of stainless steel. It’s all so magical.
And religious in it’s ritual.
A place to order. A place to pay. A place to pick up. A place to look at laptop and spy on people (possibly meet a stranger who irresistible)
What’s missing is the comedy and craftsmanship. Hands on know how of the small roaster striving toward that perfect cup. Sourcing, roasting, grinding, making and tasting the coffee.
That wealth of knowledge. That’s where Roos Roast seeks to fill a niche. For a sample of the coffee foolishness to come in the next coffee class this check out my latest Roos Roast Youtube video.
