HomeRoast Digest


Topic: Folgers article (29 msgs / 802 lines)
1) From: Bob Brashear
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

2) From: Leo Zick
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?

3) From: Tom & Maria - Sweet Maria's Coffee
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

4) From: Vicki Smith
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>

5) From: Ed Needham
It has more flavor to lose.  It's hard to stale sawdust.

6) From: Leo Zick
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. :/

7) From: Jeff Sheltren
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

8) From: Brett Mason
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

9) From: George Steinert
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

10) From: Sandy Andina
--Apple-Mail-285-371559459
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eeeeuww
On Aug 30, 2006, at 1:03 AM, George Steinert wrote:
<Snip>
Sandy
www.sandyandina.com
--Apple-Mail-285-371559459
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eeeeuww
On Aug 30, =
2006, at 1:03 AM, George Steinert wrote:
Folgers shows their "gourmet" selections on their = web site athttp://ww=w.folgers.com/coffees/gourmet_selections.shtml.  They consist of: -Vanil= la Biscotti -Espresso Roast -Livel= y Colombian -Morning Cafe -Caram= el 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. = Assomeone mentioned, people who = drink "real" coffee don't need to be concernedabout this!! George homeroast mailing listhttp://li=sts.sweetmarias.com/mailman/listinfo/homeroastTo change your personal list settings (digest = options, vacations, unsvbscribes) go to http://=sweetmarias.com/maillistinfo.html#personalsettings = = --Apple-Mail-285-371559459--

11) From: Steven Van Dyke
<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 :->

12) From: Alchemist John
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/

13) From: Leo Zick
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>

14) From: Leo Zick
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>

15) From: Alchemist John
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/

16) From: David B. Westebbe
<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.

17) From: Bob Brashear
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

18) From: Leo Zick
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>

19) From: Steven Van Dyke
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.
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presso
<Snip>
faces.
<Snip>
year
<Snip>
time
<Snip>
<Snip>
g
<Snip>
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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

20) From: Vicki Smith
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>

21) From: Kathleen Tinkel
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>

22) From: Leo Zick
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>

23) From: Howell Ite
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

24) From: Don Cummings
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

25) From: javafool
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

26) From: Steven Van Dyke
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 :->

27) From: True, Dennis W. FC1 (CVN69)
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 ! 
 
 

28) From: Peter Zulkowski
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>

29) From: Jon Rosen
Mmmmmm. Must have Drizzle, lots of stale Drizzle. Yum.
On Sep 14, 2006, at 8:39 PM, Peter Zulkowski wrote:
<Snip>


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