dinner on Flickr.
Todays dinner. Stew of tomatoes, bacon, beans, beef, beer with rustic fried tatoes.
So, I won’t write many rants on coffee, as it may be a bit boring to the un-nerdy ;)
I’m going to criticize the approach a big segment of the specialty coffee industry are going, to sell good quality coffee brewing into the homes of the common man.
Well, first of all, good idea!
It’s alot of shitey coffee out there. Fact. Period.
So, we started selling them aeropresses, v60s and grinders.
Great idea.
Then, we started upselling. Not for the money, but for our true belief that brewing coffee is really REALLY hard and fickle, and easy to fuck up (read Scott Rao). So, we started telling them that when they wake up, they should take 15.5 g of coffee, grind their 6-7 day-post-roast coffee, re-weigh, rinse filters, termoprobe your boiled and decanted water and pour it in a perfect concentric circle ‘til you added 315.0g of water holding 96 degrees while you log the heat-loss and wonder if you should make a heated lid to your v60.
And by now, most sane people will think “aaaah, uh, ok. that machine where you press a button seems reeeaaally nice right now”. Pow!
So, we need to figure out what we want. Can we agree on an easy accessible way for the normal consumer to enjoy good produce without spending a small fortune/kitchen footprint/time? Or should we accept that good coffee is an exlusive commodity for the people really interested and commited to spending the time and energy?
S Magazine
beautiful everyday objects from neëst (by the style files)
