“How is it that Maxwell House and Folgers, a decade ago the unrivaled kings of coffee, ended up on the back burner? The short answer is Starbucks — or, more accurately, a cultural shift in how Americans drink coffee that has largely been driven by its ilk. Although Folgers and Maxwell House still control the bulk of supermarket ground-coffee sales, the total $29 billion coffee industry has become more about grabbing a paper cup on the way to work rather than brewing coffee at home. Coffee shops In 2001, Datamonitor estimated that retail channels, including supermarkets,drug stores and discount clubs, accounted for 50% of U.S coffee sales. But by the end of 2006, that share had fallen to 34%. Meanwhile, the total market climbed more than 50% during the same period, according to Datamonitor, and is expected to grow another $10 billion to $39 billion by 2011, driven mainly by coffee shops.”It’s a complete shift in thinking by the consumer,” said Lauren DeSanto, analyst with Morningstar. “You suddenly had premium coffees come available, and people responded well, by really opening their wallets.”Not only are people drinking anywhere from one- to two-thirds of their java outside the home, but specialty brands are increasingly invading the supermarket aisles that were once the purview of Maxwell House and Folgers.”

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And they are seeing success:

Brands such as Newman’s Own, Intellegentsia and GreenMountain are all gaining market share, largely at the two titans’ expense.Patrick Schumann of Edward Jones said the old reliable brands aren’t likely to pick up any lost sales. “The brands that have been established as being higher quality really are the brands that are going to be able to show continued momentum,” he said.Note to Kraft and P>ranslation: If Kraft and Procter & Gamble want to save, rather than sell, their coffee businesses, they’re going to have to make a product their own executives will drink.”These companies don’t throw very many people at it,” said Dan Cox, presidentat coffee-tasting service Coffee Enterprises, who worked with McDonald’s to turnaround its coffee business in 2005. “What does their president drink? It doesn’t work unless it comes from the top down.”Mr. Cox pointed to the boots-on-the-ground efforts of regional roasters and their tendency to hire people who are passionate about coffee. P&G and Kraft, by comparison, rely more on TV advertising than the grass-roots marketing that has built brands such as Starbucks.But even traditional ad outlays have fallen for one supermarket stalwart. Kraftspent only $17 million on Maxwell House last year, according to Ad Age’sLeading National Advertisers report, down more than 33% from $25.6 million theyear before. Folgers, meanwhile, spent about $73 million in measured media –up more than 137%.

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For P&G, which controls 35% of the ground-coffee market — valued at $2 billionin food, drug and mass merchandisers excluding Wal-Mart, according to Information Resources Inc. — the outlook is somewhat sunnier than at Kraft,which IRI said holds 34%. P&G also owns Millstone, which has had fair success in the grocery channel, and is licensing the Dunkin’ Donuts name for asupermarket brand. “We saw an opportunity to drive incremental growth with agreat-tasting brand that has high customer loyalty,” said Folgers spokesman Bryan Brown.Folgers’ latest effort Folgers launched an ad campaign this summer from Publicis Groupe’s Saatchi &Saatchi, New York, featuring Chandra Wilson from “Grey’s Anatomy” and TV journalist Lisa Ling.P&G’s total coffee sales were $727 million for the 52 weeks ended July 15, IRI said. Yet lingering production problems from Hurricane Katrina (P&G’s facilitiesare in New Orleans) and increasing commodity prices have made business difficult and a sell-off likely. Kraft, meanwhile, has announced that it’s switching its coffee blend from cheaper robusto beans to fuller-bodied Arabica. “We believe it’s going to put Maxwell House on a new growth trajectory,” said spokeswoman Bridget MacConnell. Kraft also has a licensing agreement to market Starbucks-branded coffee ingrocery stores. According to the company, its Starbucks grocery business grew8% in 2006 and has already risen 11.4% percent in 2007. But according to IRI, Kraft’s Starbucks-brand whole-bean sales in supermarkets totaled $108 million in the 52 weeks ended July 15, just a fraction of Maxwell House’s $697 million. So why, then, if Starbucks is selling briskly in street-cornershops, aren’t consumers buying more of it at the supermarket to brew in their kitchens? Home brewing “Most consumers have a difficult time making a decent cup of coffee at home,”Mr. Cox said. “They don’t own commercial brewing equipment and they’re impatient.”That makes all the more serious signs that Maxwell House has been flagging.The company sold its Texas roasting facility earlier this year, and activistshareholders have been pushing for divestments.(Source: AdAge.com (8/20/07)

WOW! That is incredible, What is this shift in public perception and buying habits all about?  What is the next step? Where is the market heading now. I feel like there may be a solution to this and so much more! A great tasting coffee that has the potential to change lives literally! With the growth in public education through the internet, thus you found me didn’t you? The next evolution is here……………….

Joe Tillman

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As more and more coffee connoisseurs start roasting their own coffee beans from home, many people are confused on how to buy green coffee beans for roasting. Not all green coffee beans are created equal as it depends on the grade and the region that the coffee is grown in. Another important aspect is the freshness of the beans as well. You do not want coffee beans that have been stored on warehouse floors for a number of years.

Before you buy, you need to know what type of coffee it is you are wanting to roast. The most popular green coffee beans for home roasting are Kenya AA, Costa Rican Tarrazu, Ethiopian Yirgacheffe, Guatemalan Antigua, Mexican Altura, Jamaican Blue Mountain, Brazilian Santos, Sumatra Mandheling, Colombian Supremo and Tanzanian Peaberry. All of these coffee beans have a different storied history, but share the trait that they are all fine, rich, aromatic coffees. These coffees all vary in taste profiles based on the type elevation, soil and climate that they are grown in. Whatever your taste buds crave, there is indeed a coffee matched for it.

Once you have decided what type of green coffee you want to roast at home, you next need to decide on the amount to purchase. Often times the best price breaks are found by buying 5 pounds of beans at a time. This is a perfect amount for any beginner home roaster to begin mastering his home coffee roasting hobby. If 5 pounds is too much, you can then settle for buying 1 pound at a time if you need a smaller amount.

After determining the amount, you will probably need to buy your green coffee beans online from an online home coffee roaster vendor such as the Popcorn Coffee Roaster. They have a huge selection of green coffee beans to choose from and all come in 5 pound bags. You can also get tips on roasting at ho
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From Coffee Beans To The Coffee Drink
By John Hilaire

Coffee is a very popular beverage around the world. People drink it in different ways depending on preference. Some like it hot or cold or with cream while others like it strong. Although, it is usually a breakfast beverage for most, others also drink it any time of the day.

The Coffee Process

Coffee comes from the seeds of the coffee plant. The seeds or the coffee beans undergo a process that prepares them for drinking. The process starts with the coffee berries being picked from the tree and defruited. Defruiting means the fruit is taken away and only the coffee beans are left. They are then dried and then sorted after which the coffee beans are sometimes aged or roasted directly.

The beans turn dark when undergoing the roasting process because the sucrose in them is caramelized. Some people prefer to do the roasting of the dried beans themselves at their home. Roasting brings out the flavor of the coffee beans because the heat it is exposed to turn carbohydrates and fats into aromatic oils. Roasting also burns off the moisture in the beans and also the carbon dioxide.

After the roasting, coffee beans are typically ground to make them ready for consumption. A Turkish grind is a straightforward process of making coffee where the ground coffee is mixed directly with water. This procedure makes very fine textured ground coffee. Other ways of preparing the ground coffee is using the percolator or coffee maker.

Kinds Of Coffee

Espresso is made by forcing very hot but not boiling water through compacted ground coffee. A stronger flavor is made and there is more coffee bean matter in the drink. This process results in a stronger flavor so most espresso drinkers use very small cups to consume this.

For those who do not wish to be encumbered by the long process of percolating or making coffee from ground coffee, there are several alternatives. These are pre mixed coffee, available in canned form. Some varieties come already sweetened or already mixed with creamers. Other coffee drinks, which are pre-mixed, come in plastic bottles or cans.

Another quick alternative is to use instant coffee. Instant coffee is coffee granules that have been freeze dried or dried into soluble powder. These powdered coffee forms just need to be mixed with water and other ingredients depending on the drinker’s preference.
Many people like the convenience of just adding the granules to hot water compared to percolating, which may take time.

Some coffee producers also make their roasted coffee decaffeinated. This takes out the caffeine from the coffee beans but still leaves the flavor and aroma.

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It is believed that the Yemen were the first to drink coffee from beans in the 15th century: others say it was the Turks. It is also believed that the coffee maker was nothing more than a pot. Today, the Turks say that the first coffee maker was a copper or brass Ibrik. The Ibrik was somewhat round on the bottom half and then had a straight body the rest of the way up. There was a long fairly wide spout at the top and a metal strap handle in the shape of a large C connected to the pot. When coffee was made they put roasted coffee “berries” that had been coarsely ground in the bottom of this coffee maker. Hot water was then poured over the beans in the bottom and then boiled for several hours. When Arabs traveled through the desert, the Ibrik was put into the hot sand and the heat from the hot sand brewed the mixture. Different spices such as cloves, cinnamon, cardamon and anise were often added to the brew.

            The first noted commercial coffee brewers were those used in coffee houses that opened in Istanbul, Turkey in 1554. Drinking coffee from coffee makers spread to Persia and on to the Ottoman Empire and northern Africa. Next, the taste for coffee spread to Europe; it is the Dutch sailors who then spread coffee and the need for coffeemakers to the rest of the world. Coffee came to America by way of the British in the 1607. Colonists, who were mainly tea drinkers, began to drink more coffee; especially after the Boston Tea party in 1773. All this coffee drinking then inspired a need for a better coffee maker.

            During the time mentioned above coffee was made by dropping the grounds in the bottom of a “coffee pot” that now came in various shapes with a spout at the top on one side and a wooden handle on the other; some were very ornate and made of silver. Hot water was poured over the coffee grounds and boiled for a few minutes. Then, in the late 1770s, a two chamber coffee maker began to be used. Coffee grounds were put in an upper chamber. Boiling water was poured into the upper chamber that allowed only liquid to go to the lower chamber.  This was an expensive coffee maker and not many people had them.

            Next, there came a series of coffee makers. The first of these was the percolator in 1865. It was the stove top percolator similar to the ones we have today. When it was placed on a hot stove, the boiling water was forced up the hollow stem and over the coffee in a “basket.” Many people still prefer this method as it makes a stronger tasting coffee; however, today, they also prefer electric percolators. Another coffee maker that some still like to use is the vacuum coffee maker, which looks like two pots, one upside down on the other. When heat forms a pressure, it forces hot water up into the top chamber where it infuses with the coffee grounds. When the heat is taken away, the pressure is released and the hot water, now coffee, returns to the bottom chamber. Not too much later the electric percolator was introduced; the French Press coffeemaker was introduced as well. Course coffee was placed in the bottom of a straight container and a plunger with a filter in the center was pushed down and allowed the coffee to come to the top. This is another method that still remains popular today.

            The most popular form of coffee maker was introduced by the Mr. Coffee brand of coffeemakers. It is called the “pourover” method coffeemaker. Whether water is pumped over or poured over, hot water is infused with coffee grounds in a basket, usually with a filter that allows the coffee to drip into a decanter below.

            Last, but not least are the espresso makers of today. The first one was made in France, but did not work very well. An Italian bought the patent and improved on it. After World War II, the Italians concentrated on the improvement of espresso machines. Today, Italian espresso machines and cappuccino machines whether made in America or Europe, or for the home or commercial use, remain highly sought after.   

Though generally referred to as a coffee tree due to the huge dimensions it can get to, the coffee plant is an evergreen specific to the warm subtropical areas all over the world. Though there are quite many species varieties, there are only two types of coffee plant that global economy exploits on a large scale: they are Arabica and Robusta, the two coffee kinds on which international commerce depends.

Though these two varieties of the coffee plant are used, Arabica leads beyond any trace of a doubt as it is responsible for 75% of the world coffee production, whereas Robusta only gives 20%. This huge difference comes from the coffee plant specificity of each of these subspecies. The beans produced by Robusta coffee plant are inferior in what the quality is concerned due to the higher level of caffeine that also influences taste.

Thus, Robusta coffee is a little bitter than Arabica and darker too; nevertheless, certain communities also depend on this coffee variety for economic survival. To make harvesting pretty easy or comfortable, the height of the coffee plant is kept under control on plantations, and it doesn’t get to grow as high as ten meters as it would normally do, if left wild.

Another major difference between Arabica and Robusta coffee plant lies in pollination specificity: Arabica for instance is self fertilizing whereas Robusta depends on cross pollination. The full development of the coffee fruit, the delicious bean we depend on for our morning coffee, takes about thirty to thirty-five weeks after which it’s time to harvest. As for the growth period of the coffee plant until it becomes fertile it ranges between four and five years.

For proper development, the coffee plant depends on a pretty high level of rainfall every year; it is sensitive to cold, however, it will not die because of accidentally cooler weather. The dependence on warm temperature makes it impossible to cultivate the coffee plant in Europe or in other similar parts of the world, where a temperate climate provides incompatible environments.

One great surprise came when a naturally decaffeinated type of coffee plant was discovered in Brazil, with a lot better flavor than the no-caffeine coffee brands manufactured at present. Flavor is usually lost because caffeine is extracted with the help of solvents, while if it be completely absent from the chemical composition of the plant, the flavor would remain untouched. Cultivating this type of coffee plant would mean a true revolution in the business, and things are not far from moving in that direction.