Specialty VS Commercial Coffee - Alpha

This is a two part series on the specialty vs commercial coffee debate. This topic isn't often discussed between the average coffee consumer--but its an important one to have if you wanted to understand the difference between say, Starbucks and Provincia Coffee.

Besides the obvious bias we have for our coffee, the difference isn't just a shameless plug. It really comes down to this, do you want to spend your hard earned money on coffee produced in a massive production facility with automated machines? Or do you want to have a superior coffee experience--only made possible with handcrafted roasted beans?

 

Lets take a look at how Specialty grade coffee began and where it is now. Today, consumers are faced with many coffee choices. There is coffee in many forms, from powdered, to Nescafe pods, to single-serving bags, etc. You can find coffee labs which focus solely on the physical and sensorial elevation of coffee. Because of this research, there's a multitude of coffee bean processing techniques that have emerged recently, besides the typical washed or natural process--you can find honey, black honey, aerobic, anaerobic processed beans if you know where to look.

Specialty coffee is constantly evolving. So much so, the quality has far surpassed the commercial industry. It all goes back to what is called the First Wave coffee movement from the late 19th century, when coffee was commercialized by brands such as Folgers and Maxwell House. Then, coffee was viewed primarily as a commodity--and as such, convenience and affordability were prioritized over taste and quality. Instant coffee became very popular during this time.

The First Wave is where most commercial brands have sat high up on their horses; churning out powdered and burnt brown granules of coffee to the masses--dominating retail shelves all over the world. The Second Wave emerged in the 1960s and extended through the late 1990s. This wave saw the rise of coffee shop chains like Starbucks, which introduced espresso-based beverages to a broader audience. Starbucks and other similar chains focused on creating a comfortable, social environment around coffee consumption. However, there was still an emphasis on consistent, standardized flavors and larger quantities.

In the end, the Second Wave pioneers like Pete's or Starbucks became big brands, and adopted the more commercialized flow of coffee. That is, put brown beans in bags and market them to consumers. The nuance went away, the flair, the dare to be different all but fizzled.

The third wave of coffee can be seen as a reaction to the uniformity and commodification of coffee in the second wave. It seeks to elevate coffee to the level of an artisanal craft beverage, with an emphasis on distinct flavors, direct trade relationships, sustainability, and transparency.

Here are some key characteristics of third wave coffee today:

• Specialty Coffee: Third wave coffee enthusiasts and professionals place a strong emphasis on sourcing high-quality coffee beans from specific regions, farms, or estates. The beans are often grown under optimal conditions and are carefully harvested and processed to bring out their unique flavors.

• Direct Trade and Transparency: The third wave encourages direct relationships between coffee farmers and roasters, promoting fair and sustainable practices. Roasters often visit farms to establish long-term partnerships, ensuring that farmers receive fair compensation for their efforts. Traceability and transparency in the supply chain are essential aspects of third wave coffee.

• Precise Brewing Methods: The third wave focuses on brewing coffee with precision and attention to detail. Baristas often use manual brewing methods such as pour-over, French press, or espresso-based techniques to extract the best flavors from the beans. Brewing parameters like water temperature, grind size, and extraction time are carefully controlled.

• Flavor Profiling and Single-Origin Coffees: Third wave coffee celebrates the diverse range of flavors found in coffee beans from different regions. Roasters highlight the unique characteristics of single-origin coffees, allowing consumers to appreciate the nuances and terroir of each coffee. Flavor notes like fruitiness, floral aromas, chocolatey undertones, or acidity are often highlighted.

• Artisanal Roasting: Third wave roasters prioritize small-batch roasting, ensuring that coffee beans are roasted to their optimal level. Lighter roasts are preferred to showcase the natural flavors of the beans. Roasters often experiment with different profiles to bring out specific tasting notes.

 

The third wave coffee movement has significantly impacted the coffee industry by elevating the overall quality of coffee and encouraging consumers to appreciate the craftsmanship behind each cup. It has also raised awareness about sustainability, fair trade, and the importance of supporting local coffee producers.