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Re: Starbucks

I'd like to expand a little on an idea that Jack Denver has mentioned
in passing, and that is worthy of more space.  Retaining relative
freshness of ground coffee (or beans) is a topic for discussion in
itself.  In a commercial context, as Jack has correctly noted, roast
ground coffee in a barrier package properly sealed has a fresh-life
counted in weeks.  The people who fabricate the packing materials and
supply the roasters talk about a year of freshness provided that
evacuation, nitrogen injection and sealing are properly done.  The
proper (non-leak) application of a valve extends relative freshness by
permitting fresh roast ground (or bean) coffee to be packaged without
the intermediate step of degassing.

Retailers demand fresh coffee.  They are not interested in the science
of oxidation.  They do not want loss due to unsuitability.  Retailers
want to know that their investment in inventory is secure, and that
coffee inventory on location will remain unsuitable from loss of
aromatiocs or flavor qualities. The result of the discussion is that
roasters often guarantee an unrealistically long shelf life for their
products.

Professionals should have a consumate understanding of the coffees
that they sell.  The professional who buys the raw material should
know the origins, the cuppers and hands-on roasting people should have
a high level of talent in creating the blends and executing the
roast.  Packinging and grinding, rotating stock and delivery,
equipment and support systems should all be conducted in a
professional way by caring professionals.  But that is the ideal, and
as a practical matter there are many who fall short in areas where
expertise and dedication to craft, and systems is needed.  Sales and
marketing success often requires a positive response from the coffee
company to the retailer that might otherwise be inappropriate.  This
is also true in retailing where the retailer must make decisions that
encourage growth of the business.

Coffee consumers and home roasters, as most of the alties are, have an
abiding affection for coffee, and in the persuit of their individual
perfect cup often become expert-like from their study of coffee.
Because their living is not tied to their coffee decisions they pursue
their personal code of excellence with a heart unfettered by economic
considerations beyond the cost of the equipment and the beans.  The
professional and the avid coffee lover have a great deal in common,
and at the top of the trade where the search for knowledge and doing
one's job become one, and at the the top of the consumer's expertise
ladder where searching for knowledge and recreating with coffee become
one we can enjoy each other while pondering this little wonder of the
world; a gift of nature nurtured by the hand of man.   Did the Muses
on Mount Parnassus have it better than this?  I doubt it.


-Donald Schoenholt

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