I partially agree- They may over-roast everything, but it's only a different
iteration of the rancid nastiness that McDonalds [and most others] serve.
We know that roasting involves the consumption of energy, at a cost. A
cooler, shorter roast yields 85% + of the original green weight. Further
roasting yields a lower weight of roasted beans and costs more to
Why would a bottom-line profit-conscious business do this, since the
ultimate quality of the beans has been abandoned?
- The clientele gets unquestionably declining quality,
- The ROI falls, forcing:
- The use of untrained, unskilled, underpaid button pushers as
- The abandonment of Fair Trade policy and the use of cutthroat
bidding on green commodity.
So why won't the degradation persist? Nobody wins and there is no advantage
in coffee. The farmers will soon abandon the difficult coffee crops of no
profit in favor of far more profitable cash crops of certain highly salable
Keep a rear-view mirror aimed over your shoulder behind you, because that's
where coffee will be found soon- or maybe Not even.
We pay $3 per gallon for a low quality Panther excrement, a necessity for
our Land Barges. What makes anyone think the #2 commodity, coffee, a luxury
beverage appreciated by few, will continue to be so cheap, or even available
in variety at any price?
Buy land in Costa Rica or one of the 7,000 islands in the volcanic
Philippines, or Vietnam before they find oil there.
Cheers, Mabuhay -RayO, aka Opa!
On Jan 8, 2008 11:51 AM, David Rossell < drossell> wrote: