HomeRoast Digest

Topic: Sweetmarias in Businessweek article (14 msgs / 310 lines)
1) From: Cameron Forde
Hello all,
I caught sight of this article in businessweek on homeroasting that
mentions SweetMaria's.http://www.businessweek.com/ap/financialnews/D8LHIVT80.htmI love this quote: Starbucks spokesman Andy Fouche said the
Seattle-based company "believes that a darker roast produces a better
quality flavor and allows the true flavor of the bean to resonate in
the cup. We don't do dark roasts simply for consistency."
Classic case of doublespeak.

2) From: Eddie Dove
That "double speak" really gets on my nerves and society is rife with it!
What would be the harm in them simply stating that they put a lot of
research into it and chose a roast level that will afford their customers
the opportunity to enjoy consistent coffee from year to year and shop to
shop.?  That was the goal that Ray Kroc and it turned out great for him!
People can walk into a McDonald's anywhere and they know what to expect.  I
don't get it!
Sorry for the rant,
On 11/21/06, Cameron Forde  wrote:

3) From: Aaron
Eddie, I could go on a starbucks long posting  but Ill save the list 
from another.
Bottom line, it is marketing, that is all.   They are selling a product, 
and will say what they need to, to convince the mindless massess that 
their product is the best thing since sliced bread (since that sells 
more of their swill).
When you really... take a look at the general... starbucks crowd, they 
tend to be sheep who need to be herded and look for that....  By that 
statement, the herding is happening just as they want it... step this 
way we will take care of you for insane prices for a mediocre product 
that you can drink and pretend you are somewhat better than the rest of 
Like Ray Croc, I must admit, their marketing ploy seems to work very 
well given by the line of BMW's  Lexus, and other yuppie boxes I see, 
complete with the next generation of  yuppie larva, strapped  in it's 
child seat, or running rampant around the back of the suv, depending on 
if the driver is on their cell phone or not.. lined up at the SB's down 
the block.
Why don't they talk about their roast level?.  ok let's translate that.  
our coffee is shit, so we burn it so you can't taste it really then 
charge you a lot so you think you are getting something really 'gourmet'.
Finally, let me address your 'you know what to expect' comment on 
McDonalds...... Obviously you havent travelled overseas too much....  
what you find in mcdonalds in scotland, england, norway, etc, is umm . 
ahh.. wow, NOT what you'd expect in the states.
I have ordered pizza at McDonalds,  I have ordered beer at McDonalds,  I 
have ordered for breakfast Bisquits and gravy from Mickey-D's  which I 
really wish they'd serve all over...I even seen one that had reuben 
sandwiches... while the intentions were good somehow I don't think ole 
Ray envisioned that :)
Not a personal slam, just some observations. but just look around, 
pretty much everything you see advertised, is done with a forked tongue 
and deception of one sort or another.... welcome to free enterprise.

4) From: stereoplegic
beerbong wrote:
been lurking for a short while other than my as of yet unanswered "SC/TO 
+ cooling in one unit" post (homeroasters.org has shown some interest on 
that thread, but none here: meanwhile, pointless *$ bashing continues) 
but i had to respond to this comment. tom and maria rely upon free 
enterprise just as much as anyone else. they're simply honest and 
informative. people are free to make their own coffee choices. we 
weren't happy (for the most part) with our other coffee options, so we 
started home-roasting. we're free to do that. free enterprise is what 
made this country the greatest in the world (btw, dennis, thank you. we 
can't say that enough). don't blame free enterprise for the choices the 
herd makes. to quote devo: "freedom _of_ choice is what you've got. 
freedom _from_ choice is what you want..."

5) From: Eddie Dove
Aaron ... sorry about that, but perhaps I didn't write my rant well enough.
If someone would have handed your writing to my wife, she would have sworn
that I wrote it.  I get and understand everything you wrote and even
understand why a McDonalds here in the states is different than elsewhere
... geographically colloquial consistency.  I do understand marketing and I
too have ordered pizza, reubens and muffalattas at McDonalds, but no, not
outside the US.  Nevertheless, Ray grew up in a different era.
What I find irritating is that they have a valid rationale that could be
packaged into marketing speak that actually would resemble truth and present
a customer centered focus.  However, they choose a less truthful path and
the fact that others lap it up like a dog at the water bowl ... oh well.
I'm not talking about them having to justify the taste of their coffee
because they don't have to; look at their number of customers.  I respect
and admire the business because it achieves consistent growth and
consistency on such a large scale.
The peeve I have is that I often see where given a spit moment choice, the
lesser truthful choice is chosen.  They could extol all of their own virtues
about having researched, tested and implemented practices that was all about
serving that consistent cup of coffee to their customers ..."We did it all
for you ... our beloved customer."  Instead, you get that quote in the
It just bothers me that truth seems to take a backseat when it doesn't have
On 11/21/06, Aaron  wrote:

6) From: Derek Bradford
On 11/22/06, stereoplegic  wrote:
Which country would that be?
-- http://www.novernae.comHome of the Wandering Sloth

7) From: Eddie Dove
Well written.
On 11/21/06, stereoplegic  wrote:

8) From: an iconoclast
On 11/21/06, Cameron Forde  wrote:
They mention Ron Kyle's RKdrums.com, too. He will be my roasting
equipment purveyor soon as I can't keep up this 12-14 lbs a week with
HG/DB/BBQ side burner.  I believe I'll need these wrists later in
I loved the analogy of growing one's own tomatoes to roasting one's
own beans. That's it exactly!  It's funny, I was talking to my
son-in-law about having too much work to do.  He offered to roast for
me, but I told him it's my down time where no one bothers me and my
thoughts get to wander.  It used to be the same when I had a huge
vegetable garden in town. My kids left me alone lest I put them to
work. Both are functional Zen activities. Though "functional" and
"Zen" might be polar opposites, they meet my needs. Then again, I
rationalize very well.
Take care,

9) From: Claus Thøgersen
Well 400000 pounds and currently I have maybe only 10 pounds left. Even with 
my new order I will have less  than 50 pounds in the stash, that is too 
little I will have to order some more soon!!
Claus Thøgersen
----- Oprindelig meddelelse ----- 
Fra: "an iconoclast" 
Sendt: 22. november 2006 08:19
Emne: Re: +Sweetmarias in Businessweek article

10) From: Aaron
Im not blaming free enterprise for anything, but simply saying thats the 
way it works and that is what it is and that is what made us what we are 
some folks are honest, some are not, but overall, their main goal is to 
make money, preferrably a profit either way..  I am sure tom and maria 
make a nice profit off selling us coffee... if they didn't, that's their 
ahh pt barnum.....

11) From: Aaron
Eddie, that is true BUT people don't want to hear the truth more than 
not.  They want what's convenient for them, they want to be able to vote 
on the truth, or take a popularity poll on what version of the truth 
they will accept, if you give them something they have to think on you 
will drive them away.
Not to mention, commercials cost money, and most people try their best 
to ignore them anyways, so why throw something with a bunch of numbers 
up there, people will say oh @#$%$% this Q#$% and turn it off never to 
listen again if they had a chance.  Which means SB spent all that cash 
for a commercial that probably had the opposite effect.
SB puts something up that's quick, simple  and is easy to remember.  So 
they omit a few facts, or streeetch this or that somewhere. 
Fortunately you, and some others are smart enough to see through this 
ruse and don't fall for it.  The rest, well that's how SB makes their 
money, selling coffee to whoever is willing to believe their spin and 
keep buying it at 5 bucks a glass or however much a latte prima donna in 
the pretentua sized glass. costs.
Burger King, eat flame broiled, not that griddle fried garbage,  Wendy's 
Hot and JUICY,not dried out like the others...Were 100 percent beef, 
well yes, but hoof and bone that came from a cow technically could 
classify as 'beef'  it goes on and on and on.  Nothing unique about SB's 
advertising methods.
Speaking of,I think im gonna go get a slaughtered and sliced thinly and 
buried in salt pig slab thrown on top of a chicken embryo with a slice 
of  curdled milk sandwich. made from chemically processed wheat products.
That's the truth, but Egg McMuffin sounds a bit nicer don't it?

12) From: Derek Bradford
Every once in a while, I completely agree with you.  Well said.  I
enjoyed the Egg McMuffin bit.
On 11/22/06, Aaron  wrote:
-- http://www.novernae.comHome of the Wandering Sloth

13) From: Michael Guterman
This is a multi-part message in MIME format.
Aaron wrote:
Well, I guess I have to jump into this.  Count my Acura as one of those 
yuppie boxes.  I just turned 58 this weekend.  Do I still get to be a 
yuppie?  I can only speak for Starbucks here in Orange, CT.  If I want 
good coffee I do it at home.  If I am lazy there is the Solis M5K,  if I 
feel exacting there is the PIDed Isomac Amica teamed up with the Mazer 
Mini.  Or, the French Press, or the Bodum vac pot, or the Ibrik, or...  
All coffee roasted in the Hottop and supplied by our host and hostess.  
If I want to sit in a clean store with clean bathrooms and chat with 
some friends for a couple of hours I go to Starbucks.  I don't drink 
milk drinks or espresso there, just black coffee.  Large cup for $1.80 
with 50 cent refills.  Bright friendly staff.  Fireplace.  Music.  No 
rush.  Nice experience.
Speaking of our host and hostess, this is from PNG II. 

14) From: Brett Mason
I don't feel I need to jump in here at all...  So, just a simple GOOD
coffee brewing in the Kwik Drip - and the Pacific quietly spreading out in
front of me as I sip...
On 11/22/06, Michael Guterman  wrote:

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