My father mentioned an article he saw in the Sunday New York Times about two weeks ago. He said the general gist was that Folgers was going into the "gourmet coffee roasting" market. Did anyone see the article? I don't do the NYT because of certain data mining practices. Bob
Its still packaged, sealed, and left sitting on a shelf! Btw, anyone know why 'micro' roasted coffee seems to stale faster and worse than the commercial brands?
I did hear about it but didn't see it: could someone copy/paste it into an email to the list? Tom <Snip> -- "Great coffee comes from tiny roasters" Sweet Maria's Home Coffee Roasting - Tom & Maria http://www.sweetmarias.com Thompson Owen george_at_sweetmarias.com Sweet Maria's Coffee - 1115 21st Street, Oakland, CA 94607 - USA phone/fax: 888 876 5917 - tom_at_sweetmarias.com
Here is the Detroit News pickup of the Times piece: Folgers tries everyday gourmet Julie Bosman / New York Times Traditional coffee, the kind that is usually scooped out of bulky metal containers with black plastic tablespoons, is not known for pleasing coffee snobs. But one of those traditional coffee brands is tiptoeing into the gourmet space this week, aiming to attract a more mainstream consumer. Folgers is introducing a line of premium coffee with flavors like espresso roast and caramel drizzle, dressed up in shiny bags with swirly typefaces. Folgers, which is owned by Procter & Gamble, is hoping the new packaging, elaborate flavors, and a $20-million advertising campaign, starting in September, will convert everyday coffee drinkers who consider higher-grade coffee a luxury. But the gourmet concept is no longer a luxury to coffee makers. Even traditional brands like Maxwell House and Folgers recognize the need to offer premium coffees to consumers whose tastes have become more sophisticated. These brands are "sort of catching up," said Lucian James, the president of Agenda, a branding agency in San Francisco. "A gourmet version of coffee is the new standard," James said. "I can't imagine a coffee that doesn't do a gourmet line being relevant. Everybody's expectations for coffee have gone up." The new Folgers coffee will be introduced with a television, print and online advertising campaign created by the New York office of Saatchi & Saatchi. "We know that the gourmet coffee segment continues to grow as consumers continue to appreciate gourmet aromas in coffee," said Tami Yamashita, the associate marketing director for Folgers. But Folgers knows better than to aim at consumers who are die-hard Starbucks fans. Instead, it is going after customers who drink a cheaper coffee every morning at home, but consider finer coffee a special treat. (In one television ad, a woman stands in her kitchen, dreamily sipping coffee, until her banana-throwing toddler interrupts her reverie.) The brand is hoping there is an opening in the category for a "gourmet-inspired coffee that could be consumed on an everyday basis," said Gennifer Hobbs, a management supervisor at Saatchi & Saatchi who worked on the Folgers account. "We know from research that currently she's saving her coffee for special occasions," Hobbs said. "She does go to Starbucks occasionally, but this is more of a mainstream coffee drinker." The occasional premium coffee drinker is a ripe target. According to a recent report from the National Coffee Association, in 2003, 54 percent of adults in the United States drank such coffee less than once a week. By early 2006, that number was up to 63 percent. =================================http://tinyurl.com/zmastNot for the Times article, but for the story as reported elsewhere--a google news search. Vicki Tom & Maria - Sweet Maria's Coffee wrote: <Snip>
It has more flavor to lose. It's hard to stale sawdust.
They lost me at "with flavors like espresso roast and caramel drizzle" I don't like 'flavors'. But, ill try one of their blends, and most likely store it for emergency use. Ill admit, I sometimes like a cup of folgers when nothing else is around. :/
On Aug 29, 2006, at 9:22 PM, Bob Brashear wrote: <Snip> Hi Bob, I recommend BugMeNot http://www.bugmenot.com/)for such sites, it allows you to login with a "shared" username in order to avoid registration. There is also a Firefox plugin (if you use Firefox) which makes it very easy to use. Thanks for the tip on the article, I'll check it out. -Jeff
OK Folks, stop thinking Folgers is gunning for us. They are not. Their market is for people whose coffee is a basis for sugary sweeteners, the same folks who find home-roast to be too much work. Don't worry, Folgers needs more beans than this specialty market can provide, so they will buy down the foodchain to meet their quantity requirement. But please be patient with the disaffected masses who will migrate but not achieve what you and I already know as sublime... And do offer one more toast to them, if only in pathos for the vanity of their empty pursuit. Have I said "Thanks Tom!" lately? Brett On 8/29/06, Jeff Sheltren wrote: <Snip> -- Cheers, Brett
Folgers shows their "gourmet" selections on their web site athttp://www.folgers.com/coffees/gourmet_selections.shtml. They consist = of: -Vanilla Biscotti -Espresso Roast -Lively Colombian -Morning Cafe -Caramel Drizzle -Hazelnut Creme -Chocolate Truffle I feel pretty good about being able to type the names of all those = "gourmet" selections without breaking out laughing and falling on the floor. As someone mentioned, people who drink "real" coffee don't need to be = concerned about this!! George
--Apple-Mail-285-371559459 Content-Transfer-Encoding: 7bit Content-Type: text/plain; charset -ASCII; delsp=yes; format=flowed eeeeuww On Aug 30, 2006, at 1:03 AM, George Steinert wrote: <Snip> Sandy www.sandyandina.com --Apple-Mail-285-371559459 Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset O-8859-1 eeeeuww On Aug 30, = 2006, at 1:03 AM, George Steinert wrote:
<Snip> roast and *caramel drizzle*, dressed up in shiny bags with swirly typefaces. I work across the street from the Folgers plant in KC. For around a year we've periodically been smelling a *strong* carmel smell. The first time it happened I thought someone at the small coffee shop nearby had dropped a bottle (or more) of carmel syrup in the street. When it kept happening at odd intervals I decided that it *must* be the Folgers folks. Now I've got confirmation! Considering that the plant more often smells like there's a garbage fire this is going to be a nice improvment! Enjoy! Steve :->
Hey, come on now - there is CARAMEL DRIZZLE - YUM :P How much more gourmet do you want? snicker snicker At 23:03 8/29/2006, you wrote: <Snip> John Nanci AlChemist at large Zen Roasting , Blending & Espresso pulling by Gestalthttp://www.chocolatealchemy.com/
there is a potential good to this. it may inspire people to search as to what qualifies coffee as 'gourmet', opening their eyes to the stale greasy beans in the plastic containers at grocery stores, to finding roasters online, to SM, to... :) Quoting Brett Mason : <Snip>
wow.. despite it being 'bad' coffee, that must be a nice smell to have aroun= d. i used to go to school across from the stella doro factory. oh man!! Quoting Steven Van Dyke : <Snip> so <Snip> s. <Snip> it <Snip>
I have no belief this will inspire anything of the sort. They who drink it will think they are drinking "gourmet" and we will just be seen as just that much more left field for going to all the work to roast "gourmet" when it is so readily available. At 05:44 8/30/2006, you wrote: <Snip> John Nanci AlChemist at large Zen Roasting , Blending & Espresso pulling by Gestalthttp://www.chocolatealchemy.com/
<Snip> Naw - Go to Dunkin Donuts, buy a pound of whole-bean coffee, and throw it into the freezer. It will be much better than any of the crap that Folger's comes up with.
Brett Mason wrote: <Snip> This was the one thing I ws worried about. Them going on a buying spree for beans and killing ops like Toms'. <Snip> BTW, Thanks Tom. Bob
ive got some dd at home in storage, their decaf. i like it, its not a dark roast at all. Quoting "David B. Westebbe" : <Snip>
Leo, *Sometimes* it's nice to be by the Folgers plant. Their scrubber system has gotten better over the years but you still get a whiff of the roasts.= Still, I *know* that they use a lot of the Vietnamese 'disgusta' - those= are the roasts that smell like there's a sewer fire. The other stuff the= y roast doesn't smell bad but when they get the cheap stuff... Semi-unrelated note: Their system for getting the greens into the plant is impressive. The greens come in semi-trucks. The trucks are, apparent= ly, lined to make the whole thing a giant sack. They back the trailer onto a special system, open the back and hook up a hose to the opening of the 'bag' that fills the trailer. The trailer is then lifted up - hydraulics= tilt it back close to 45 degrees. A massive blower system sucks the bean= s up and fires them across the street to the plant via a 6" pipe. Every no= w and then I look at one of those trucks and think about how one of them co= uld hold the entirety of some of the coffee crops Tom finds for us. They had cut this plant back from three shifts to just one or two and foc= used it on the little vacuum packs you see in offices. They're doing a lot of= renovation because they're going back to full production - probably focus= ing on these new coffees. Should make it smell more interesting around here.= <Snip> around. <Snip> presso <Snip> faces. <Snip> year <Snip> time <Snip> <Snip> g <Snip> <Snip> re <Snip> Enjoy! Steve :->http://www.cafepress.com/stevespics<- My little store of Impressionist">http://www.svandyke.com<- My simple websitehttp://www.cafepress.com/stevespics<- My little store of Impressionist & Special Event photography
If I were a betting kinda gal, my bet would be that they will buy the same beans they have always bought, but flavour them and/or roast some of them a bit differently. Vicki Bob Brashear wrote: <Snip>
These coffee flavors remind me of the Harbor Mist wine kits that let you "make your own wine" by blending fruit flavoring with a low-alcohol wine concentrate to produce such flavors as Exotic Fruits White Zinfandel, Black Raspberry Merlot, Green Apple Riesling, Mango Citrus Symphony, etc. (See these and more.) Those who enjoy real wine and coffee may gag, but this stuff must appeal to huge numbers of people. <Snip>
i peruse a wine making forum from time to time. id say 98% of the ppl on it make things from apple peach kit wines to habanero wines. i guess im just old school. i use grapes and the only 'flavors' are from what they produce naturally..lol i could see the practicality in a kit wine to help fine tune or practice for the big annual event, but dont know why one would deliberately choose to drink fermeneted peppers over grapes. to each his own! Quoting Kathleen Tinkel : <Snip>
We have a Pepsi factory about a quarter mile from where we live. Across the street from the plant they lift the trailers (without the trucks) up to about 50 degrees to empty the returnables. It appears to be a hydraulic mechanism that lifts a pad. Steven Van Dyke wrote: Leo, *Sometimes* it's nice to be by the Folgers plant. Their scrubber system has gotten better over the years but you still get a whiff of the roasts. Still, I *know* that they use a lot of the Vietnamese 'disgusta' - those are the roasts that smell like there's a sewer fire. The other stuff they roast doesn't smell bad but when they get the cheap stuff... Semi-unrelated note: Their system for getting the greens into the plant is impressive. The greens come in semi-trucks. The trucks are, apparently, lined to make the whole thing a giant sack. They back the trailer onto a special system, open the back and hook up a hose to the opening of the 'bag' that fills the trailer. The trailer is then lifted up - hydraulics tilt it back close to 45 degrees. A massive blower system sucks the beans up and fires them across the street to the plant via a 6" pipe. Every now and then I look at one of those trucks and think about how one of them could hold the entirety of some of the coffee crops Tom finds for us. They had cut this plant back from three shifts to just one or two and focused it on the little vacuum packs you see in offices. They're doing a lot of renovation because they're going back to full production - probably focusing on these new coffees. Should make it smell more interesting around here. <Snip> around. <Snip> year <Snip> time <Snip> Enjoy! Steve :->http://www.cafepress.com/stevespics<- My little store of Impressionist">http://www.svandyke.com<- My simple websitehttp://www.cafepress.com/stevespics<- My little store of Impressionist & Special Event photography
I don't know about this Leo. While I think you are right that it might lead people on a search for truer gourmet coffees I suspect that to the people who are currently pre-ground canned coffee drinkers the bins will appear as the ultimate in "Gourmet." I know that for close to 15 years before I became a home-roaster, or I knew that such an activity even existed, I viewed the binned coffee at the supermarket and the whirly blade and the steam toy as the ultimate in coffee gourmet. On 8/30/06, Leo Zick wrote: <Snip> -- Don
I can't believe someone posted another link to a coffee competitor in = this forum, LOL ! Folgers had a coffee tasting commercial I saw on TV last night where = this guy was doing a blind cupping of freshly opened Folgers coffee in their stay-fresh container against a cup from a Folgers container that had = been opened 45 days earlier. Surprise, the 45 day old coffee tasted just as = fresh as the coffee that had just been opened. I wonder how many people = believe that the coffee remained fresh for 45 days as opposed to thinking it is = all stale right out of the canistor??? Terry On Aug 30, 2006, at 1:03 AM, George Steinert wrote: Folgers shows their "gourmet" selections on their web site athttp://www.folgers.com/coffees/gourmet_selections.shtml. They consist = of: -Vanilla Biscotti -Espresso Roast -Lively Colombian -Morning Cafe -Caramel Drizzle -Hazelnut Creme -Chocolate Truffle
This is a multi-part message in MIME format. Sounds like the same thing, except that for coffee beans they rig the = truck so they pour out into a hose - somewhere between six and twelve = inches in diameter. Sure is efficient! Enjoy! Steve :->
This is a multi-part message in MIME format. I don't think Tom is too worried about Folgers as competition to his business. Dennis I can't believe someone posted another link to a coffee competitor in this forum, LOL !
mmmm.. it tastes the same after being opened for 9 months also. My guess? Yes, it must be packaged stale... PeterZ Heading back to LHC.. be there by October :) javafool wrote: <Snip>
Mmmmmm. Must have Drizzle, lots of stale Drizzle. Yum. On Sep 14, 2006, at 8:39 PM, Peter Zulkowski wrote: <Snip>