Coffee Update: Micro-roasting

It is by coincidence perhaps, that the closing of one of our favourite coffee shops on Edmonton Trail, Blends, brings with it our our introduction to two smaller coffee concerns, Cochrane Coffee Traders, and Molise Coffee, of Vancouver's Falesca Importing. That Blends roasted and sold its own coffee beans was not unusual, though it was one of our favourites, and its demise has led us to go looking elsewhere for fresh beans.

In an economic age that is increasingly putting a premium on product information and individuality, the rise of what we might call "micro-roasters" might be seen as inevitable. Like micro-brewing, the creation of small scale coffee companies, set to sell and distribute their own coffee within a limited geographic area is an evolution of a consumer market dominated by large scale chains. As coffee drinkers look to carve out their own personal, local, and regional identities, companies like the Cochrane Coffee Traders will emerge to serve the high-end, socially consciencious crowd (our East Timor dark roast promised not only to be Fair Trade, but also bird-friendly).

If the CCT represents an emerging coffee company, then the Molise brand of Falesca can be seen to be a more mature offering. Having started roasting their own beans in 1983, Falesca's products can now be found throughout Western Canada, whereas one can only find the CCT in a limited number of coffee shops. For our part, we enjoyed the CCT dark roast to the Molise Medium Roast Super Bar Espresso.

We've provided a link to an article on fair trade coffee and the Cochrane Coffee Traders from Fast Forward Weekly, as we were especially pleased to see the closing comments about attempts to develop consumer awareness of the geographic taste and characteristics of different beans.

The Information Economy, Update

A few weeks ago, we posted our thoughts on the meaning of the information economy, where products are imbued with a stories, or detailed information. In a bygone era, products were often viewed as elements of status, with goods designed in, or designed to mimic luxury materials. But in our current age, the luxury is not material, but temporal - time is the new gold standard, and having excess time, or rather the illusion of it, is the new status symbol. Products geared for consumption in this economy come with excess amounts of details, so that their owners can draw upon a wealth of product information, as if they personally had the time to investigate every aspect of the product.

This is no more obvious than in the May 2007 issue of Wallpaper. In "Score Draw", Nick Compton (who has given us economic inspiration before) interviews Jolyon fenwick and Marcus Husselby of the Internet luxury goods distributer 20ltd. On speaking about the origins of the company, Fenwick states "And we thought it a pity that luxury goods were only ever sold by identity marketing, the promise that if you buy this, you will be like this. It was also becoming less effective. And we knew that people were becoming more interested in the product stories." Elsewhere, Fenwick highlights the importance of product story or "surplus information" (insteasd of value), saying "When people look back at our time, all they will see of our luxury product is Kate Moss. There is nothing said about the design or the way things are made. That is wrong."

The Information Economy

This idea came out of our concluding thoughts on the Lavazza coffee pods in our last post and echoes some ideas mentioned in earlier posts.

The idea that a cup of espresso represents a blend of coffee beans naturally makes us curious about the percentage and interactions of the various beans. With the recent trends in single-estate chocolate causing a rapid escalation in gourmet chocolate prices, the coffee industry is ideally posied to follow suit in the realm of region identitified branding. To certain extent, we all ready have such labelling and marketing, but on really broad scales.

A move towards providing more information about the coffee beans, such as location, processing method, date of processing, commercial venture type (Fair Trade, etc.) would also be in keeping with certain aspects of the "new economy". While there is much talk about our being in an "information age" the "information economy" gets very little attention.

The ability to find information almost at a whim, creates a demand for more information. Marketers have responded to this by highlighting particular pieces of information regarding their products, creating a story about them, if you will. Thus, purchasing the product also allows you to purchase and retell the story. This was one of the ideas that David Brooks relates in Bobos In Paradise, the bourgeois bohemians, or new yuppies, have a story to tell about every object they purchase, whether it was hand-dyed cloth from a remote Andean village's women's collective raising funds for a daycare centre, or that it was a pair jeans made in Japan on 1940s' Levis technology left behind after the troops went home.

In many cases, the story is part of the allure and creates a demand for the uniqueness of the object. A cup of coffee is a cup of coffee. But how much would you be willing to pay if the coffee was organic and fair trade? Now, what if they told you that it was harvested every other year during a specific three week window by a particualr monastic order? And that the monastics claim that soil nutrients impart certain curative powers to the coffee?

For many, the story is the sell. In the information economy people want to know information about the products they buy, even if they don't necessarily understand what the information is telling them. Is it really important that we know exactly where and in what percentage the beans in our coffee are from? Probably, but only in the same sense that knowing the mineral content of the water we use is.