Coffee was then considered as a standard Ethiopian tribal food. They mixed the coffee berries with animal fat, rolled them into balls, and ate them when they travel at night which made them awake and alert. Below is the time line in the evolution of coffee.

1st Century

By the 1st Century, Arab traders brought back coffee to Arabia and cultivate the plant for the first time on plantations. They created a drink out of the berries and called it “qahwa”; which literally translates as “that which prevents sleep”

15th Century

Around 1453, coffee was introduced into Constantinople by the Turks and the first ever coffee shop, Kiva Kan, opened there in 1475.

16th Century

Jesuit missionaries then brought arabica coffee beans to the country of Colombia. The volcanic soil of the Andes Mountains, along with the mild temperatures and abundant rainfall of the Colombian topography, provided ideal growing conditions enabling the coffee plants to flourish.

By the late 1500′s, the first traders were selling coffee in Europe, thus introducing the new beverage into Western life. The Dutch planted coffee in their tropical colonies of Batavia and Java, while the French planted it in Martinique in 1723 and later on in the Antilles. The English, Spaniards and Portuguese followed suit in their own colonies.

17th Century

In 1607, coffee was thought to have been introduced to the ‘New World’ by Captain John Smith; the founder of Virginia.

In 1652, the first coffeehouse opens in England. Coffee houses multiply and become such popular forums for intellectual discussions that they are dubbed “penny universities” (a penny being the price of a cup of coffee).

In 1668, Edward Lloyd’s coffeehouse opens in England and is frequented by merchants and maritime insurance agents. Eventually it becomes Lloyd’s of London, the best-known insurance company in the world.

In 1672, the coffee shop opened in Paris.

In 1675, the Turkish Army surrounded Vienna. Franz Georg Kolschitzky, a Viennese who had lived in Turkey, slips through the enemy lines to lead relief forces to the city. The fleeing Turks leave behind sacks of “dry black fodder” that Kolschitzky recognizes as coffee. He claimed them as his reward and opened central Europe’s first coffee house. He also establishes the habit of refining the brew by filtering out the grounds, sweetening it, and adding a dash of milk.

With a coffee plant smuggled out of the Arab port of Mocha in 1690, the Dutch become the first to transport and cultivate coffee commercially, in Ceylon and in their East Indian colony – Java, source of the brew’s nickname.

18th Century

In 1713, King Louis XIV was presented with a coffee tree. It is believed that coffee additives was first used as coffee additive in his courts.

1721: First coffee house opens in Berlin.

1723: French naval officer Gabriel Mathieu do Clieu stole a coffee seedlings and transported it to Martinique. Within 50 years, official survey recorded 19 million coffee trees on Martinique. Eventually, 90 percent of the world’s coffee spreads from this plant.

In 1727, coffee growing started in northern Brazil through Lieutenant colonel Francisco de Melo Palheta who was sent by government to arbitrate a border dispute between the French and the Dutch colonies in Guiana. Not only did he settled the dispute, but also came up with a secret liaison with the wife of French Guiana’s governor. Although France guarded its New World coffee plantations to prevent cultivation from spreading, the lady said good-bye to Palheta with a bouquet in which she hid cuttings and fertile seeds of coffee

19th Century

The first espresso machine might have been invented in France at the start of the 19th century. But the first manufactured machine is said to have happened 100 years later in Italy.

In 1886, former wholesale grocer Joel Cheek names his popular coffee blend “Maxwell House,” after the hotel in Nashville, TN where it was served.

20th Century

The 20th century saw a major evolution of coffeein the way it was made and served.

In 1900, Hills Bros. begins packing roast coffee in vacuum tins, spelling the end of the ubiquitous local roasting shops and coffee mills.

In 1901 a Japanese-American chemist Satori Kato of Chicago, created the first soluble “instant” coffee.

In 1903 a German coffee importer, Ludwig Roselius and a team of researchers perfected the process of removing the caffeine content from the coffee beans without destroying the flavour. He marketed it under the brand name we still know today, “Sanka.”

In 1905 the first commercial espresso machine was manufactured in Italy.

In 1906, George Constant Washington, an English chemist living in Guatemala, notices a powdery condensation forming on the spout of his silver coffee carafe. After experimentation, he creates the first mass-produced instant coffee (his brand is called Red E Coffee).

In 1908 Melitta Bentz invented the world’s first drip coffeemaker by using blotting paper.

In 1933 Dr. Ernest Illy developed the first automatic espresso machine.

In 1938 Nescafé instant coffee was invented by the Swiss Nestlé company, to aid the Brazilian government in solving its coffee surplus problem.

In 1945 Achilles Gaggia perfected the espresso machine with a piston that creates a high pressure extraction to produce the thick layer of crema that we all love today.

In 1971, Starbucks opens its first store in Seattle’s Pike Place public market, creating a frenzy over fresh-roasted whole bean coffee.

In 1979, Mr Cappuccino opens for business.

In 1991, Caffè Carissimi Canada, a network of espresso service providers is formed in Canada, modeled after a visit to Franco Carissimi (roaster and equipment manufacturer) in Bergamo Italy. It becomes the fastest growing network of private and independant super automatic machines providers in Canada.

In 1995, Coffee is the world’s most popular beverage. More than 400 billion cups are consumed each year. It is a world commodity that is second only to oil.

Visit www.coffeetology.com for more facts and trivia about coffee…

Melitta’s US headquarters are located in Florida, and they are part of the Melitta Group of Minden, Germany. Their coffee roastery is in New Jersey. Melitta coffee is a well-known brand today. Melitta is named after Melitta Bentz, a German housewife who, in 1908, revolutionized how we make coffee. One day, in the hopes of reducing the sediment in her coffee, she punctured holes in the bottom of a brass pot, and lined the pot with a sheet of her son’s blotting paper. The coffee she poured in strained through very well, giving her a wonderful cup of coffee with no sediment. In July of that same year, Melitta received a patent on her “filter top device lined with filter paper.” She was soon in business, and Melitta the coffee company was born.

Today, Melitta continues to make coffee filters, and specializes in gourmet coffee in both ground and whole bean. Melitta coffee makers are also extremely well-known among coffee connoisseurs.

Whole Bean Coffees

Melitta’s whole bean selection of coffee includes a Kona Blend from Hawaii, 100% Columbian, which makes a deep, rich and robust coffee and Hazelnut, which offers a delightful mixture of coffee’s richness with a touch of hazelnut.

Ground Coffees

Melitta coffee is available in many different varieties already ground. Their Classic Roast is made of 100% Arabica beans, and has been a household favorite for over 25 years. It is also available decaffeinated. If you prefer ultra-dark, rich, full-bodied coffee, try their 100% Columbian coffee… it was judged “America’s Best” by the American Tasting Institute.

Melitta’s Classic Lite is perfect for coffee drinkers who love the rich flavor of coffee, but are sensitive to caffeine and acidity. Classic Lite features 40% less caffeine, and 45% less acidity.

Hazelnut features a delicate aroma, and a rich, mellow nutty flavor. A perfect dessert coffee, it is a sweet reward anytime. Vanilla Almond is another flavored coffee. Blending creamy vanilla with almond’s nutty flavor creates a very special coffee with complex flavors.

Lawa’i Estate is an exotic Hawaiian coffee from Kauai. Smooth and balanced, it will give the flavor of the islands. Chucaras Springs Estate is a rich, strong coffee from Costa Rica… truly unique flavors that you can only get from Central America. Villa Luz Estate is from Columbia, one of the world’s greatest coffee growing regions. Villa Luz grows a truly superior coffee.

If you enjoy different coffees throughout the day, you may enjoy this trio. Morning Bliss Organic is a light roast with a bright, smooth character. Enchanting Evening Organic is a dark roast featuring a deep flavor with a little hint of smokiness. Finally, Sun and Moon Organic is a unique blend of light and dark roasts, creating a complex coffee that is bold and rich, finishing intensely.

Melitta makes a single serving coffee maker, the One:One. Melitta’s coffee maker is made to take their Javapods and make a single cup of incredible coffee. Each cup is freshly made, and you never need to finish the pot before you make another again.

The blade and burr are the two basic kinds of modern coffee grinders. The burr grinders are considered the best. They produce the most consistent grind fineness critical for any kind of brewing mechanism. It has a variable setting that lets you control how fine or coarse you want the coffee grounds to be.

Here are some of the best burr grinders in the market:

KitchenAid Pro Line Burr Coffee Grinder in Pearl Metallic
The Pro Line Burr Coffee Grinder of KitchenAid in pearl metallic is a sophisticated compact coffee grinder with professional performance. It features a bean hopper that can hold 7 ounces of coffee beans. The grinder also has cutting burrs made of stainless steel. These can be positioned in 15 different grind sizes for automatic drip, espresso, or French-press brewing. And such cutting burrs run at a speed of only 450 RPM to prevent frictional heating of the grounds and thus keeping the aroma and flavor of the coffee.

The grinder has a helical gear which controls the delivery of coffee to the burrs. This gear helps in achieving precise consistency of the coffee grounds. And the bin seal plate of the grinder helps the coffee bin to be in place under the grinding spout to hinder the coffee grounds from spilling. Both the bin hopper and coffee bin are made of glass to avoid any static “cling” of coffee grounds on the surface.

The Kitchen Aid burr grinder is snap to clean. The sleek metal housing of the grinder is wipe- clean. While the coffee bin, bean hopper, and hopper lid are dishwasher-safe. And the compactness of the grinder makes it to easily store in a cabinet or be placed on countertop.

This burr grinder with a price of around $159.95 has a measurement of 12 by 13-1/2 by 6 inches and weighs 10.44 pounds. The grinder also comes along with a burr cleaning brush and covered by two-year hassle free warranty.

Krups GVX2-12 Burr Grinder
The Krups Burr Grinder in lustrous and matte black with silver accents is structurally smart having high quality burr milling system. It turns in a speed with minimal heat to preserve the delightful aroma and great tasting flavor of the coffee. It also features coarseness dial that provides 17 fineness settings ranges from fine to coarse. And the quantity dial selector of the grinder can be adjusted from 2 to 12 cups.

The 8-ounce bean hopper of the grinder is large and transparent. It has a clear reference marking of maximum line. And the grounds container is not only transparent but also detachable and lidded to minimize mess while transporting to the French press or espresso machine.

The removable burr is wipe-clean using a soft cloth. This grinder includes a hopper cleaning brush. It has a measurement of 10-1/2 by 4-3/4 by 5-3/4 inches and has a 1-year warranty.

Capresso Black Infinity Burr grinder
The black 100 Watts Infinity Burr grinder from Capresso is perfect for office, home, or in any place wherein flavorful coffee is served. The grinder employs solid commercial-quality conical steel burrs that make very consistent grounds. It features 16 settings that can be positioned to extra fine, fine, regular and coarse. Thus the grinder adapts easily to espresso maker, French press or any type of coffee maker.

This Capresso burr grinder has a timer that can be set from 5 to 60 seconds. The bean container of the grinder is able to hold 8.8 ounces of beans while the grounds container can hold 4 ounces. And the gear reduction motor of the grinder works in slow speed with minimal noise in turn results to reduced static and heat friction that produce coffee grounds having aroma and flavor.

The removable burr is hand wash using a mild cleanser. And the burr grinder comes along with a cleaning brush and has a measurement of 5.5 x 8 x 11 inches. It has a one year limited warranty and has a selling price of around $89.95.

Cuisinart Supreme Grind Burr Coffee Grinder
The Cuisinart Supreme Grind Burr Coffee Grinder is powerful in convenient and appealing design best for improved home brewing. It features 18-position grind selector that can be set from fine to coarse. Such grind settings are perfect for espresso, French and drip coffee. The grinder features a slide dial timer for making 4 to 18 cups.

And the hopper of the grinder can hold 8 ounces of beans. The ground coffee bin is detachable for ease of cleaning. And the burr grinder for manual control features a separate one touch power bar.

The first simple thing that you can do if you are stuck in a diner somewhere with a bleak looking cup of coffee is to add salt to counteract the bitterness. This is also particularly helpful for the sketchy office coffee, as well as the church coffee that is brewed in an enormous urn with cheap coffee grinds and sits for hours. Shudder. If you end up having a cuppa Joe in any of these situations, then add a pinch of salt, which will work well to counteract the bitterness. If you are stuck brewing cheap coffee grounds in your office, then you can also add salt to the coffee grounds before you brew them so that the final product will be less bitter for everyone. Your coworkers will thank you!

Another trick is to also brew the coffee with cinnamon in the grinds. This will add a subtle flavor to mask the low quality coffee grounds that you may be using in your office, or any other public setting, and it is truly helpful if the only thing that you have to brew is generic store bought coffee. It would be a fantastic idea to keep cinnamon or salt in any of these situations where you are brewing coffee grounds for a large amount of people. Often times, you also find that office coffee makers are rarely ever cleaned and are lower quality, so your end product looks bleak. Brewing with cinnamon or salt will help to change the overall flavor of a bad cup of coffee.

A few other ideas to improve the flavor of that coffee when you have no other choice is to use twice the amount of coffee grounds to strengthen the taste so that it doesn’t taste like weak , brown water. You can also brew with strictly filtered water so that the chlorine and other minerals within tap water won’t affect your final brew. Another no-brainer tip would be to make a complete fresh pot if you find that the bitter coffee that you are drinking has been sitting around for hours. This will also work well if you are in a restaurant where the coffee tastes excessively bitter. Simply, (nicely!) ask your waitress to brew a fresh pot for you since the coffee that you are drinking may be old or bitter.

Your last and final option to making your bad cup of coffee taste the best in any circumstance is to add an instant packet of hot chocolate to the mix so that it has a sweet mocha-like flavor. You can also add cream to this so that the texture and consistency will be delicious. Be creative, and use these tips to get yourself out of any sticky circumstance with a bad cup of Joe!

Here are 7 simple steps that you can take to produce the perfect cup of coffee every time.

Start with quality. One of the most critical aspects of coffee drinking is the grade of the coffee that you start off with. If you have a favorite flavor, then purchase whole beans in that flavor. If you can do this, it will allow you to get the most fresh coffee accessible.

Grind away. Purchase a quality coffee grinder. Some of the best grinders available today are easy to use and easy to clean up. By grinding your own coffee beans, youll be able to only grind what you need, meaning that you will have complete freshness in your coffee.

Store It Right And Tight. It is very fundamental to store your coffee tightly. Air oxidizes the coffee and can make it to get bitter quickly. Metal canisters can also enable a metal taste to get into the coffee, making it taste bad.

The top solution is for a plastic or ceramic air tight container for your coffee and coffee beans. Also, store it at room temperature because the moisture in the fridge or freezer can make it go bad faster.

Getting To The Coffee

The Maker. The coffee maker that you use is also critical. No matter what style that you go with, you can get a good cup of coffee out of it if you take the essential steps to keeping it fresh.

For example, you should insure that the coffee maker is kept clean after each use. In fact, youll need to make sure that you detail clean it, with the assistance of vinegar, every so often as well. Your preferences will ultimately determine which style of coffee maker you will use. Make sure that it uses a permanent filter in it.

Even In The Water. Even the water that you use is central to the quality of the coffee you will get from it. It is essential that you use water that is free from chlorine and minerals.

Often, using bottled water rather than tap water will augment the quality of the coffee. Also, keep the water nice and hot. A good temperature for the water is about 200 degrees Fahrenheit.

Supply The Right Amount. It is also central for you to use the right quantity of coffee beans and coffee grounds in the maker. Too many and you will have a very strong cup of coffee and too few will make it to be too weak. Follow the directions provided by the coffee producer for the best cup of coffee.

Lastly and probably the most vital aspect of getting a great cup of gourmet coffee is to make sure to enjoy your coffee when it is hot and fresh. Most restaurants are told to keep coffee for less than thirty minutes, but at home, the best coffee is the coffee that hasnt sat for more than twenty minutes.

Coffee first originated in Ethiopia and has remained their most prized food import, coffee has been around since the 9th century. From Ethiopia the Arab world expanded it’s trade and coffee made it’s way to Africa and then Europe. Of course from Europe it was brought to us in North America.

Coffee beans are grown on a tree and are inside a berry known as a coffee cherry. The outside of the berry is bitter but the inside is very sweet and incubated inside the flesh are two coffee beans. The beans are harvested North of the equator between September and March and south of the equator between April and May.

The beans are then dried out and the outer layers removed. The beans are roasted according to how light or dark. The roasting process takes the green raw coffee bean and turns it into the deep brown we all know it as.

Roasting Times

7 Minutes – Light flavour the typical kind you find in the supermarket

9-11 Minutes – Medium full bodied roast sometimes known as a “city roast”

12-13 Minutes – Dark roast sometimes known as the french roast

14 Minuets- Darkest roast known as the espresso roast. The beans actually smoke and the sugars in the beans caramelize and burn creating a darker colour.

the lightest roast has the most caffeine, as the roasting times increase the caffeine decreases.

That is the world of the coffee bean from Ethiopia in the 9th century to your cup in the 21st , one thing is for sure coffee has been around for a long time and will continue to be around for a lot longer .

Packaged Facts’ Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition offers a comprehensive look at this $47.5 billion market, examining both the retail and foodservice sides of the business as well as the growing overlap of the two. On the retail side, the report analyzes coffee sold for future brewing—beans and ground, and instant—as well as RTD coffee drinks (à la Frappuccinos), as well as coffee enthusiast’s new brewing method of choice: single-serve (pod) coffee. Positive upscaling trends that slowed during the weak economy will gradually regain the upper hand, the report predicts, resulting in increasing annual percentage sales gains lifting sales by 23% by 2014 to reach $58.3 billion. The report examines sales across the entire retail universe, using Information Resources, Inc. InfoScan Review data and SPINSscan data to extensively chart performance, market composition and marketer/brand performance for the mass-market and natural supermarket channels.

Comprehensive coverage is also devoted to the vast foodservice market for coffee, including the expansion of specialty drinks at such mass-market venues as McDonalds, Dunkin’ Donuts and, most recently, Burger King with its planned 2010 roll-out of Starbucks’ Seattle’s Best. Supplementing the market tracking and forecasting of previous editions, Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition pays special attention to trends in new product development, inclusive of valuable global perspective; details competitive opportunities, including via in-depth company profiles; explores winning marketing methods including Web-based activity; and provides detailed consumer profiling using Experian Simmons data for 2009.

Table Of Contents
Chapter 1: Executive Summary
Introduction
Scope of Report: Foodservice and Retail
Report Methodology
The Market
Economic Downturn Takes a Toll
Figure 1-1: Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003, 2007 and 2009 (percent)
Dry Coffee Category Leads in Market Share
Foodservice Sales Gain in Restaurants
Supermarkets Lose Share to Cheaper Alternatives
The Economy and Its Impact
Coffee Sales Fortunes to Improve Through 2014
The Marketers
Thousands of Marketers
Marketers Employ Multiple Sales Channels
Smucker Is No. 1 Coffee Marketer
Top 10 Brands in Natural Supermarket Channel
Marketing & New Product Trends
Upscale Coffee Trends Collide with Downscale Economy
Thrifty Upscale Coffee: Can It Work Outside Foodservice?
Ideological Coffee: Organic, Natural and Fair Trade
Shade Grown Coffee
Foodservice and Retail Trend Overview
Increasing Overlap and Cross-Competition Between Foodservice and Retail
Despite Chain Restaurant Proliferation, Mom and Pops Remain Industry Paradigm
Specialty Coffee Competition Intensifies and Diversifies
Burger King to Roll Out Seattle’s Best in 2010 as Part of Revamped Breakfast Program
Coffee Is Best-Selling Hot Beverage at Convenience Stores
Supermarkets Lead Retail Market for Packaged Coffee
Fair Trade Coffee Boosts Walmart’s Image, Sales
Consumer Trends
More than 50% of Americans Drink Coffee Daily
Consumer Love Affair with Gourmet Coffee Wanes a Bit
Starbucks Restaurants Feel Recession Squeeze
Usage of Coffee by Type
Figure 1-2: Household Usage Rates of Coffee: By Product Type, 2009 (percent of U.S. households)
Brands Usage Rates

Chapter 2: The Products
Introduction
Scope of Report: Foodservice and Retail
Dollar Sales Based on Retail Value
Excluded Products
Product Breakouts
Product Types
Coffee Brewed and Served by the Cup
Ground Coffee
Whole Bean Coffee
Single-Serve Pods and Capsules
Instant/Freeze-Dried Coffee
Instant Cappuccino and Specialty Coffee Mixes
Liquid Coffee Concentrates
Packaged Ready-to-Drink (RTD) Coffee Beverages
IRI Categories
Additional Descriptors
Arabica vs. Robusta
Decaffeinated Coffee
Types of Roasts
Espresso: A Brewing Process as Well as a Roast
Blends vs. Varietals
Estate Coffee
Flavors
Organic Coffee and Sustainably Grown Coffee
Fair Trade Coffee
Shade Grown Coffee
Figure 2-1: Tree Canopies In Coffee Growing (levels of shade)
Global Market Overview
A Primary Commodity
South America and Central America Account for Two-Thirds of World Coffee Production
Figure 2-2: World Coffee Production: Marketing Years, 2003/2004-2009/2010 (number of bags in millions)
Europe and Asia Pacific Lead in New Coffee Product Introductions
Table 2-1: Share of Global Coffee Product Launches: By Region and Annual Total, 2005-2009 (number)
Nestlé Leads by Number of Coffee Product Introductions
Table 2-2: Top 10 International Marketers: By Number of Coffee Product Launches, 2005-2009 (number)
Instant Gratification Conquers the World
Table 2-3: Top 20 Package Tags/Marketing Claims: By Number of Global Coffee Product Launches, 2005-2008

Chapter 3: The Market
Market Size and Growth
Economic Downturn Takes a Toll
Table 3-1: Total U.S. Sales of Coffee, 2005-2009 (in millions of dollars)
Foodservice Sales Top $41 Billion
Table 3-2: U.S. Sales of Coffee Through Foodservice Channels, 2005-2009 (in millions of dollars)
Retail Sales of Coffee Hit $6 Billion
Table 3-3: U.S. Sales of Coffee Through Retail Channels, 2005-2009 (in millions of dollars)
Foodservice and Retail Shares Remain Stable
Figure 3-1: Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003, 2007 and 2009 (percent)
Retail Market Composition
Dry Coffee Category Leads in Market Share
Table 3-4: IRI-Tracked Sales and Share of Coffee by Category, 2009 (in millions of dollars)
Ground Coffee Segment Dominates Dry Coffee Category
Table 3-5a: IRI-Tracked Sales of Dry Coffee Category: Dollar Sales, Change and Category Share by Segment, 2009 (in million of dollars)
Table 3-5b: IRI-Tracked Unit and Volume Sales of Dry Coffee: By Segment, 2009 vs. Year Ago (in millions)
Relative Fortunes of Coffee Segments Remain Constant Despite Recession
Overarching Dry Coffee Trend Is—Back to the Future
Table 3-6: IRI-Tracked Sales of Dry Coffee by Segment: Basic vs. Processed, 2008-2009 (in millions of dollars)
Decaf Coffee Continues to Slide
Table 3-7: IRI-Tracked Dollar Sales of Decaffeinated Coffee: By Segment, 2009 (in millions of dollars)
Instant Coffee Sales Go Slowly
Table 3-8: IRI-Tracked Dollar Sales of Instant Coffee: By Segment, 2009 (in millions of dollars)
RTD Coffee Dominates Liquid Coffee Category
Table 3-9a: IRI-Tracked Dollar Sales of Liquid Coffee: By Segment, 2009 (in millions of dollars)
Table 3-9b: IRI-Tracked Unit and Volume Sales of Liquid Coffee Category: By Segment, 2009 vs. Year Ago (in millions)
Bolthouse Farms Reigns in RFG RTD Coffee Drink Segment
Table 3-10: IRI-Tracked Dollar Sales of Refrigerated RTD Coffee, 2009 (in millions of dollars)
Cool Brew Lifts Refrigerated Coffee Concentrate Segment
Sales by Channel
Foodservice Sales Gain in Restaurants
Table 3-11: Share of U.S. Foodservice Dollar Sales of Coffee: By Venue, 2008-2009 (percent)
Supermarkets Lose Share to Cheaper Alternatives
Table 3-12: Share of U.S. Retail Dollar Sales of Coffee: By Channel, 2008-2009 (percent)
Seasonality and Regionality
Retail Sales Highly Seasonal
HealthSaver Caffeinated Cities Survey Details Trends by Region
Table 3-13a: U.S. Cities with Highest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008
Table 3-13b: U.S. Cities with Lowest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008
Table 3-13c: “Most Caffeinated U.S. Cities”: 2007 vs. 2008
Table 3-13d: “Least Caffeinated U.S. Cities”: 2007 vs. 2008
Table 3-13e: U.S. Cities Most Likely to Say Caffeine Is Good for You: 2007 vs. 2008
Table 3-13f: U.S. Cities Most Likely to Say Caffeine Is Bad for You: 2007 vs. 2008
Northwest Coffee Culture Hides Specialty Coffee’s East Coast Roots
Market Outlook
The Economy and Its Impact
A Shift to Gourmet/Specialty Coffee
More Than Half of Americans Drink Coffee Daily
Competition from a Broad Spectrum of Beverages
Table 3-14: IRI-Tracked Sales and Share of Major Beverage Categories, 2009 vs. Year Ago (in millions of dollars)
RTD Tea Beats Out RTD Coffee on Price
Table 3-15: IRI-Tracked Dollar Sales of RTD Coffee vs. RTD Tea, 2009 vs. Year Ago (in millions of dollars)
New Spins on Caffeine
New Research Supports Coffee’s Health Halo
Single-Serve Systems Are Here to Stay
Coffee Pricing Is Volatile
Raw Coffee Prices Shrink in 2009
Table 3-16: Composite Green Coffee Prices, 2005-2008 (in cents per pound)
Looking Ahead: Projected Market Growth
Economy Slowly Improving
Focus on Environmental and Social Responsibility Will Endure
Coffee as the New Health Food
Hispanic Coffee Sales to Grow
Table 3-17: Projected Hispanic Population as Percent of Total U.S. Population: 2000, 2007, 2010 and 2015
Coffee Sales Fortunes to Improve Through 2014
Table 3-18: Projected Total U.S. Sales of Coffee, 2009-2014 (in millions of dollars)
Foodservice Sales to Near $52 Billion
Table 3-19: Projected U.S. Sales of Coffee Through Foodservice Channels, 2009-2014 (in millions of dollars)
Steady Growth in Retail Sales
Table 3-20: Projected U.S. Sales of Coffee Through Retail Channels, 2009-2014 (in millions of dollars)

Chapter 4: The Marketers
Competitive Overview
A Complex Marketing Structure
Thousands of Marketers
Marketers Employ Multiple Sales Channels
Major Coffee Marketers
Foodservice Cross-Over
Specialty Coffee Marketers
Hispanic-Style Coffee Marketers
Joint Ventures Provide Synergies
The North American Coffee Partnership
Coca-Cola, Godiva, Caribou and More
Competitive Positioning
Marketer and Brand Shares
Methodology
Smucker Is No. 1 Coffee Marketer
Table 4-1: Top 10 Coffee Marketers by IRI-Tracked Sales and Market Share, 2009 (in millions of dollars)
Smucker and Kraft Dominate Mammoth Ground Coffee Segment
No Other Marketers Claim Double-Digit Share
Smaller Marketers Make Impressive Gains
Smucker Leads Ground Decaf Segment
Nestlé Tops $420 Million Instant Coffee Segment
Kraft and Smucker Lead Instant Decaf Segment
Eight O’Clock Moves Up in Whole Beans Segment
North American Coffee Partnership Owns RTD Coffee Segment
Wm. Bolthouse Reigns in Refrigerated RTD Segment
Cool Brew Dominates Tiny Refrigerated Coffee Concentrate Segment
Top 10 Brands in Natural Supermarket Channel
Table 4-2: Leading Ground Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-3: Leading Ground Decaffeinated Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-4: Leading Instant Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-5: Leading Instant Decaf Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-6: Leading Whole Beans Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-7: Leading Shelf-Stable RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-8: Leading Refrigerated RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
Table 4-9: Leading Refrigerated Coffee Concentrate Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in dollars)
Table 4-10: Top 10 Brands of Ground Coffee in Natural Supermarket Channel: Market Share and Dollar Sales, 52 Weeks Ending January 23, 2010 vs. Year Ago (in millions of dollars)

Chapter 5: Marketing & New Product Trends
Upscale Coffee Trends Collide with Downscale Economy
Figure 5-1: Number of Coffee Beverage Introductions, 2005-2009
Figure 5-2: U.S. Gross Domestic Product, 2005-2009 (in dollars)
Table 5-1: Number of Coffee Beverage Introductions by Package Tags/Claims, 2005-2009
Will Economic Turnaround Trigger New Product Turnaround?
Table 5-2: Number of Coffee Beverage Introductions, 2008 vs. 2009
Thrifty Upscale Coffee: Can It Work Outside Foodservice?
Ideological Coffee: Organic, Natural and Fair Trade
Whole Foods vs. Its Customers: Nobody Wins
Certification Labeling: Baffling for Consumers and Marketers Alike
Starbucks C.A.F.E.: Not Where You Go for a Cup of Joe
Figure 5-3: C.A.F.E Scorecard Excerpt
Ethical Direct Trade
UTZ Certified Good Inside: Is It Good Enough for True Believers?
Shade Grown Coffee
Three Strikes and You’re In—Triple Certification
Table 5-3: Caffe Ibis Coffee—Triple Certification Labels
“Green” Labels, Labels, Everywhere
Table 5-4: Organic, Shade Grown (aka Bird Friendly), and Fair Trade Labels
Products Launches May Include Myriad Products
Green Mountain Coffee Entries Includes Donut House Collection
The Four Runners Up
2009 Whole Bean and Ground Coffee Intros Exhibit Variety and Growing Sophistication
Single-Origin Coffees
Limited Editions
New Bottled Drinks Pose Question: Is Coffee the New Chocolate?
Coffee-Energy Drink Connection Continues in 2009
Java Has Been a Monster
Coca-Cola Goes Full Throttle into Hybrid Coffee/Energy Drinks
7-Eleven’s Fusion Energy Coffee Launches Foodservice Trend
Table 5-5: Coffee Beverages Introduced in 2009

Chapter 6: Foodservice and Retail Trend Overview
Introduction
Increasing Overlap and Cross-Competition Between Foodservice and Retail
Foodservice Overview
Foodservice Venues
Foodservice Distribution Methods
Away from Home Food Spending Remains Static
Full-Service Restaurant Share of Sales Surges
Table 6-1: Average U.S. Household Expenditures on Food, 2004-2008 (in millions of dollars)
Table 6-2a: Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)
Table 6-2b: Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)
Table 6-3a: Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (percent)
Table 6-3b: Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (percent)
Restaurant Industry Trade Group Projects Growth in 2010
Table 6-4: Restaurant Industry Sales: 2008-2010 (in billions of dollars)
Despite Chain Restaurant Proliferation, Mom and Pops Remain Industry Paradigm
Organic Coffee “Hot” in 2010 Restaurant Survey
Specialty Coffee Competition Intensifies and Diversifies
Burger King to Roll Out Seattle’s Best in 2010 as Part of Revamped Breakfast Program
Different Demographics?
Coffeehouses, Kiosks and Coffee Carts
Company Snapshot: Tim Hortons
Drive-Thrus: Competitive Advantage or Retrograde Concept?
The Gasoline Factor
Coffee Is Best-Selling Hot Beverage at Convenience Stores
Coffee Tops C-Store Shopper Lists
7-Eleven Achieves Franchise-Only Status in U.S. While Playing Up Coffee
“Looking Good In Any Cup Size” Ad Campaign Introduces New Iced Coffee Line
New Coffee Is Old News at 7-Eleven
7-Eleven Announces NYC Expansion Plans
Sheetz Specialty Coffee Drinks Include Lattes, Cappuccinos and Mochas
ExxonMobil Combines Upscale Coffee Image with Relaxed Approach
Hess/Dunkin’ Donuts Rollout Continues
Walgreen Tests Café W
Licensed Cafés and Kiosks
Books Go Better with Cafés
Mountain Mudd Franchises Spread from Billings to Lebanon
Less Workers = Less Office Coffee Service
Vending Machines Lagging in U.S., Picking Up in Britain
The Starbucks Vending Machine Experience
For Hotels, It’s “Goodbye Freeze-Dried, Hello Espresso”
Airlines Flying High with Coffee Grounds
Retail Trend Overview
Retail Distribution Methods
Types of Retail Outlets
Supermarkets Lead Retail Market for Packaged Coffee
Mass Merchandisers, Supercenters & Warehouse Clubs
Walmart a Top Coffee Seller
Fair Trade Coffee Boosts Walmart’s Image, Sales
Contest for National Warehouse Club Supremacy
Gourmet/Specialty Food Stores
Light Roast Coffee
Medium Roast Coffee
Dark Roast Coffee
Specialty Coffee Stores
Company Snapshot: The Coffee Bean & Tea Leaf
Health and Natural Food Stores
Top Coffee Brands in Natural/Specialty Arena
Table 6-5: Top UNFI Brands in Natural/Specialty Channels: by Share and Number of SKUs, 2008 vs.2009 (percent and number)
Internet, Mail Order, and Subscriptions

Chapter 7: Competitor Profiles
Competitor Profile: Caribou Coffee Co., Inc.
Company Overview
Rebuilding and Rebranding Post Recession
Commercial Expansion Shows Results
Caribou Coffeehouses’ Rustic Design Reinforces Brand Identity
We’re #2, We Try Harder
Reinventing the Hot Chocolate Wheel
Reaching Out to Consumers on a Number of Fronts
Competitor Profile: Dunkin’ Brands, Inc
Company Overview
“We Are Mainstream America”
“You Kin’ Do It” Campaign Cheers on “Everyday People”
Dunkin’ Pushes Forward with Expansion Plans
Various Types of New Outlets Targeted
Franchisees Unhappy with Increased Retail Competition
Competitor Profile: Green Mountain Coffee Roasters, Inc
Company Overview
Specialty Coffee Unit Growing Rapidly
Keurig Unit Growing Even More Rapidly
Green Mountain’s CAGR Has Risen to 53% Since Keurig Acquisition
Green Mountain Acquires Tulley’s for $40.3 Million
Green Mountain Acquires Timothy and Revises Projections Up Once More
Balanced, Multichannel Distribution
How Keurig Grows Sales
Social Responsibility: Putting Your Money Where Your Mouth Is
Company Continues Ethical/Fair Trade Marketing
Competitor Profile: Kraft Foods, Inc
Company Overview
Table 7-1: Kraft, Inc. Net Revenues: By Region and Category, 2008 (in billions of dollars)
Kraft Acquires Cadbury
The Maxwell House Roller Coaster
Lawsuit with P&G Settled
Brewing Some Good Marketing
Yuban Is Revitalized
Sanka Suffers from Image Problem
General Foods International Coffee Mixes Losing Their Luster
Starbucks Agreement Has Had Long-Term Benefits
Gevalia Kaffe Gets New U.S. Push
Kraft’s Tassimo Home Brewing System Succeeds in Europe But Stumbles in the U.S.
Kraft Switches to Bosch
Kraft Settles Lawsuit with Keurig
Tassimo Looking to Bring Its European Mojo to the U.S
Advertising “Webisodes” Fall Flat
Tassimo Has Potential
Competitor Profile: McDonald’s Corp.
Company Overview
McCafé: An Idea Whose Time Has Come
Concept Traces Back to Premium Roast Coffee Upgrade
Adding Coffee Bars
Advertising Approaches: Special, But Unsnobby
McCafés a Global Success Story
McDonald’s Japan Shoots for No. 1 in Espresso Drinks
Competitor Profile: Massimo Zanetti Beverage USA, Inc.
Company Overview
The Third Largest Roaster in the U.S
Chock Full O’Nuts: “A Heavenly Coffee”—Literally
Hills Bros. Popular with Heavy Coffee Drinkers
MJB Premium Coffee in the Pacific Northwest
Chase & Sanborn Offers Affordable Price
Cafés and Foodservice
Competitor Profile: Nestlé USA, Inc.
Company Overview
Nestlé’s U.S. Operations: Vast and Varied
Joint Ventures with Jamba Juice & Coke
Nestlé Leads Instant Coffee Market
Nespresso’s Speedy Nespresso Brings Delayed Financial Gratification
Worldwide Nespresso Gains 28% in Third Quarter of 2009
Nescafé Rolls Out Dolce Gusto
Competitor Profile: Peet’s Coffee & Tea, Inc.
Company Overview
Sales Grow Despite Recession
Two Business Segments: Retail Stores and Specialty Sales
Peet’s Pulls in Sails Against Headwind of Economy
Peet’s Mantra: “It’s All About the Coffee”
Peet’s Retail Stores Are Marching Eastward
Peet’s 10 Commandments
Now a National Brand in Grocery Channels
Partnership with Vistar Should Increase Office Sales
Two Types of Foodservice Accounts
Bidding War for Diedrich
Competitor Profile: Sara Lee Corp.
Company Overview
Sales Results
Sara Lee Sheds U.S. Retail Coffee and DSD Foodservice Coffee Businesses
DSD Sale Does Not Mean Capitulation in Foodservice Competition
Despite Divestitures, Sara Lee Still Brewing Up a Storm
Senseo a Global Single-Serve Brand
U.S. Customers Wait for Senseo to Return
Competitor Profile: The J.M. Smucker Co.
Company Overview
Smucker Acquires Coffee Brands from P&G
A Focus on Breakfast and Tradition
A Family Business with a Thirst for No. 1 Brands
Folgers Coffee Sales Perk Up Under Smucker
Pricing Key to Success
Competitor Profile: Starbucks Corp
Starbucks to World: “Accounts of My Demise Are Somewhat Exaggerated”
Table 7-2: Starbucks Results of Operations for Fiscal Years 2005-2009 (in millions of dollars)
Return of Prodigal CEO Reignites Company
Past Is Prologue as Starbucks Reevaluates and Regroups
Schultz Shutters Hundreds of Stores
Starbucks Takes Time Out to Retrain Baristas
The Vast Worldwide Starbucks Coffeehouse Phenomenon
Starbucks “Individualizes” New Outlets
Starbucks Testing 31-Oz. Trenta Iced Drinks
Other Strategic Initiatives
Fresh Appeal
New Machines
Pike Place Roast
Clover Upscale Brewed
Customer Loyalty Program
My Starbucks Idea Webpage
Table 7-3: “My Starbucks Ideas” by Type and Number as of December 8, 2009
Prior to Recession, Starbucks Expanded Drive-Thrus
Starbucks and Ad Agency Part Ways
Starbucks iPhone Apps
Despite Store Cutbacks, Starbucks Retains Brand Portfolio
Seattle’s Best Coffee & Torrefazione Italia
Seattle’s Best Goes Franchise Route
Foodservice Operations Suffer Setback During Inhospitable Times
Burger King to Roll Out Seattle’s Best Nationally
Profitable Partnerships in Consumer Packaged Goods
Kraft Markets Starbucks’ Ground and Whole Bean Coffee
The North American Coffee Partnership
Via Rollout Ongoing
Transformation Agenda Fuels Energy Drinks
Nutritional Health & Wellness to Promote Corporate Health & Wellness
Social Responsibility as Practice and Marketing Tool
Employees vs. Starbucks: You Win Some, You Lose Some
Tazo Tea & Ethos Water
Table 7-4: Tazo Tea—List of Hot Tea Products as of December 2009
Ethos Water: PR Plus or Ethical Dilemma?
Other Partnerships, Other Products

Chapter 8: The Consumer
More than 50% of Americans Drink Coffee Daily
77% of Adults Drink Coffee Each Year
Consumer Love Affair with Gourmet Coffee Wanes a Bit
Consumption Among 18- to 24-Year-Olds Rebounds Slightly
Coffee Drinkers Know Home Isn’t Just Where the Heart Is
Brewing Method of Choice
Figure 8-1: How Consumers Get Their Morning Java Jolt, 2010 (percent)
Consumer Use and Demographics
The Simmons Survey System
Starbucks Restaurants Feel Recession Squeeze
Table 8-1a: Usage Rates for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (percent of U.S. adults)
Table 8-1b: Adult Consumer Base for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (number of U.S. adults in millions)
Table 8-2a: Fast-Food Breakfast Consumers: Usage Rates Overall and for McDonald’s, Starbucks and Dunkin’ Donuts, 2005-2009 (percent of U.S. adults)
Table 8-2b: Fast-Food Breakfast Consumers: Consumer Base Overall and for McDonald’s, Starbucks and Dunkin’ Donuts, 2005-2009 (number of U.S. adults in millions)
Usage of Coffee by Type
Figure 8-2: Household Usage Rates of Coffee: By Product Type, 2009 (percent of U.S. households)
Espresso/Cappuccino Has Youthful Demographic
Table 8-3a: Usage of Espresso/Cappuccino: By Household Age Group, 2009 (number in thousands, percent and index)
Table 8-3b: Usage of Ground/Whole Bean Coffee: By Household Age Group, 2009 (number in thousands, percent and index)
Types of Coffee Used Most
Figure 8-3: Coffee Usage Rates: By Product Type Most Often Used Per Household, 2009 (percent of U.S. Households)
Five-Year Trend by Types of Coffee Used
Table 8-4: Trended Number of Coffee Users: By Product Type Used Most Often, 2005-2009 (percent of U.S. households)
Demographic Indicators by Product Type
Regular
Ground Decaf
RTD Coffee Drinks
Instant Decaffeinated
Instant Specialty Flavored Coffee Mix
Whole Bean Coffee
Espresso/Cappuccino
Psychographics Reveal Unlikely Connection Between Flavored Mix & Whole Bean
Brands Usage Rates
Demographic Trends: Ground and Whole Bean Coffee Brands
Café Bustelo
Chock Full O’Nuts
Eight O’Clock
Folgers
Hills Brothers
Maxwell House
Yuban
Demographic Trends: Selected Espresso/Cappuccino Brands
Demographic Trends: Instant Coffee Brands
Demographic Trends: Instant Specialty Coffee Mix Brands
Demographic Trends: RTD Coffee Brands
Table 8-5: Top Demographic Indicators for Selected Types of Coffee 2009 (index of U.S. households)
Table 8-6a: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
Table 8-6b: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
Table 8-6c: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
Table 8-7: Coffee Brands Used Most Often by Percentage of U.S Households, 2009 (percent of U.S. households)
Table 8-8: Top 10 Demographic Indicators for Selected Ground/Whole Bean Coffee Brands, 2009 (index of U.S. households)
Table 8-9: Top Demographic Indicators for Selected Espresso/Cappuccino Brands, 2009 (index of U.S. households)
Table 8-10: Top Demographic Indicators for Selected Instant Coffee Brands, 2009 (index of U.S. households)
Table 8-11: Top Demographic Indicators for Selected Instant Specialty Coffee Mix Brands, 2009 (index of U.S. households)
Table 8-12: Top 10 Demographic Indicators for Selected Ready-To-Drink (RTD) Coffee Brands, 2009 (index of U.S. households)

Appendix: Addresses of Selected Industry Associations, Marketers and Coffeehouse Chains

The Essentials of Making Great Coffee

Use high-quality coffee, preferably recently roasted and ground just before serving. Always use the correct grind for the method. If your coffee is too bitter and muddy, the grind is too fine; if the brew lacks flavor, the grind is too coarse. Always use freshly drawn cold water. Never guess amounts. Use the correct proportion of coffee and water (two level tablespoons per six ounces cold water for regular-strength coffee), preferably measuring both. I f coffee is too strong or weak, change grind and/or blend, not proportion of coffee to water. Make sure the coffee maker is scrupulously clean and thoroughly rinsed. Coffee quickly picks up off-flavors during the brewing process. For best results, always brew at least three-fourths of the coffee maker’s capacity. Most large coffee makers do not make one or two cups satisfactorily. Never guess when timing. Use the clock. Remove the grounds from the brew as soon as the brew cycle is completed to prevent bitterness. Also for that reason, never rewet grounds. Serve coffee immediately after brewing. (With drip methods, stir the brew before serving.) Coffee is at its best when just brewed. If coffee must be kept warm, try to hold it at 180 degrees to 190 degrees farenheight. Brewed coffee stays palatable for twenty minutes, drink able for one hour maximum. The longer it is held, the less desirable it becomes. Never reheat cooled coffee; it breaks down in flavor. Never allow the brew to boil; its flavor turns bitter.

Coffee 101:

    Q. What’s the difference between specialty coffee and why does it cost more than regular coffee?
A. Specialty coffee is a different species of coffee called Arabica. Arabica beans are picked and processed by hand, then freshly roasted to ensure consistent top quality. As a result of the special care and time required to harvest and process Arabica beans, the coffee is more expensive than the lower quality commercial beans. Commercial-grade coffee is usually machine picked and processed, and made from lower grades of coffee called Robusta.

Q. What’s the difference between French Roast and regular coffee?
A. French Roast is a particular style of dark roasting that results in a dark , oily bean. French Roast is stronger and more flavorful than regular coffee.

Q. Which coffees have the least amount of caffeine?
A. Dark roast have less caffeine than light roast. That’s because as coffee beans are heated at high temperatures, the caffeine evaporates. The longer the beans are roasted, the less caffeine they have (although the difference in caffeine content between roast is relatively slight). I f you want to cut down on your caffeine consumption but don’t like the taste of decaffeinated coffee, try a dark brew. Or try a split shot espresso drink or a half decaf/half regular brewed coffee. NOTE: Arabica beans contain approximately half the caffeine of the lower-grade commercial coffees made from Robusta beans.

Q. Is drinking decaffeinated coffee harmful to your health?
A. There is no proven health risk associated with drinking decaf coffee. Methylene chloride, the chemical used to decaffeinate coffee, vaporizes at 104 degrees Fahrenheit. Since temperatures in the roaster reach in excess of 400 degrees Fahrenheit for several minutes, it is safe to assume that any residue burns off during this process. If you’re still concerned, you can order a Swiss Water Process decaf, which is not treated with any chemicals.

Q. Is coffee fattening?
A. Coffee is 98% water and therefore has virtually no calories. Calories and fat come from the sugar and milk you add.

Q. How is coffee harvested and processed?
A. Coffee trees produce fruit known as coffee cherries. Inside the sweet, gummy pulp of each cherry are two flat, green coffee beans that lay against each other. Once the coffee cherries have been picked, the outer hull of the fruit must be removed to get to the beans. There are two methods used to extract the beans: the wet method and the dry method. The wet method requires a large supply of fresh water. A machine strips away the outer layers of skin and cherry, leaving the beans enclosed in a sticky inner pulp. The beans then are soaked for 24 to 72 hours in fermentation tanks to remove any remaining pulp. Coffees processed through the dry method generally have lower acidity and deeper, more complex flavors.

Q. How is coffee roasted?
A. Roasting is a fine art, requiring a delicate hand, split-second timing and an ability to judge when the coffee bean is at its peak of flavor. First, the roaster drops the green beans into a drum filled with hot air, causing the temperature inside the drum to drop. Then the roaster heats the beans until the water in the beans begins to steam, making the beans swell and audibly pop. The heat causes complex polysaccharides to break down into starches and then sugars, which caramelize. Aromatic oils within the beans boil to the surface, giving them an oily appearance. The expansion of oils causes a second audible “crack”. Along the way, the beans darken from their original green to a rich chestnut brown. The longer the beans are roasted, the darker they become. Roasts are classified as light, medium, dark and darkest. Despite the current vogue for dark roast, they are not necessarily better. Some single origins are better suited to a light or medium roast.

Besides espresso being the most important component of a great cup of cappuccino coffee, the temperature and texture of the milk contributes a great deal to mix. While preparing the cappuccino the milk is added to the espresso. The milk should be warm and frothed to make it foamy. Different cappuccino varieties can be made using different thickness of milk. These varieties have names like white cappuccino, cappuccino scuro and dark cappuccino. So you can see that the milk is an important consideration.

Because the milk has to be prepared in a very specific way, making a really good cup of cappuccino can be tricky. An experienced barista can make some interesting blends by the way he adds the milk to the espresso coffee.

In Italy, and the rest of western Europe, cappuccino coffee used to be a traditional part of breakfast in the morning, enjoyed with some pastries. In the past few years though, things have changed and you can see people having their cappuccino drinks at any time of the day. Coffee shops and cafes are popular gathering places for friends and even business people, and for people after dinner.

Lately it is even possible to make your own espresso and cappuccino at home by buying a home espresso maker. Grinders, espresso machines, milk frothers at all price points are available to the cappuccino enthusiast.

The world of coffee, as you will see, consist of a huge marketplace where your choices are virtually unlimited. As cappuccino can be prepared in a variety of ways, the equipment you choose to get should suit your taste in espresso. For example, a milk frother is essential for a cafe au lait blend.

The art of making cappuccino coffee is truly an art.