• Fitness Personal Training for Healthy and Fit Living

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    December 31, 2021 /  Fitness

    It’s never easy to avoid being a victim of food. Chocolates, ice cream, cake, etc., how can one resist? It’s really hard to avoid digging in to a plate of delicious goodness. But, if you want to stay healthy and fit, do you have to neglect eating?

    The answer is no! There’s no need to watch out keenly over your diet. You can lose those extra ounces of fat in your body without having to starve to death. The secret to a healthy and fit life is fitness personal training. Read the rest of this entry »

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  • Coffee Yesterday and Today

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    December 28, 2021 /  Food

    HOW about a cafezinho, freshly made and piping hot? For some, this custom is on the wane, but Brazilians still enjoy the fame of drinking coffee from early morning till late at night.

    Inflated cost of coffee has not caused a hurried switch to other drinks. In fact, one third of the world’s population still are coffee drinkers. For instance, every year the Belgians drink 149 liters (39 gallons) of coffee, compared with only six liters (1.6 gallons) of tea. The average American drinks 10 cups of coffee to one of tea. In the Western world, only the British break the general rule by annually consuming six liters of coffee to 261 (69 gallons) of tea.

    Brazil holds the title as the world’s largest producer and exporter of coffee. In the first four months of 1977, receipts for exports of this “brown gold” reached the staggering total of $1,000,000,000 for 4.5 million bags, an all-time record.

    However, coffee is not at all native to Brazil. Would you like to know how the use of this almost universal drink developed, where it originated, and how it got to Brazil?

    Origin and Use

    The word “coffee” is derived from the Arabic qahwah, meaning strength, and came to us through the Turkish kahveh. Coffee’s early discovery is shrouded in legend. One story tells about Kaldi, a young Arabian goatherd who noticed his goats’ frolicsome antics after nibbling on the berries and leaves of a certain evergreen shrub. Moved by curiosity, he tried the mysterious little berries himself and was amazed at their exhilarating effect. Word spread and “coffee” was born.

    Originally, coffee served as a solid food, then as a wine, later as a medicine and, last, as a common drink. As a medicine, it was and still is prescribed for the treatment of migraine headache, heart disease, chronic asthma and dropsy. (Immoderate use, however, may form excessive gastric acid, cause nervousness and speed up the heartbeat. The common “heartburn” is attributed to this.) As a food, the whole berries were crushed, fat was added and the mixture was put into round forms. Even today some African tribes “eat” coffee. Later on, the coffee berries yielded a kind of wine. Others made a drink by pouring boiling water over the dried shells. Still later, the seeds were dried and roasted, mixed with the shells and made into a beverage. Finally, someone ground the beans in a mortar, the forerunner of coffee grinders.

    Coffee in Brazil

    Although coffee probably originated in Ethiopia, the Arabs were first to cultivate it, in the fifteenth century. But their monopoly was short-lived. In 1610, the first coffee trees were planted in India. The Dutch began to study its cultivation in 1614. During 1720, French naval officer Gabriel Mathieu de Clieu left Paris for the Antilles, carrying with him some coffee seedlings. Only one survived and was taken to Martinique. From Dutch Guiana coffee spread through the Antilles to French Guiana, and from there Brazilian army officer Francisco de Melo Palheta introduced it to Brazil by way of Belém, doing so about 1727. During the early nineteenth century, coffee cultivation started in Campinas and other cities of São Paulo State, and soon reached other states, especially Paraná.

    Nowadays, coffee plantations are planned with technical rigidity. Instead of sowing seeds in the field, seedlings are cultivated in shaded nurseries. About 40 days after planting, the coffee grain germinates. Its unmistakable appearance gave it the name “match stick.” After a year of careful treatment in the nursery, the seedlings are replanted outside.

    Usually on hillsides, the seedlings are placed in curved rows to make mechanized field work easier and to prevent soil erosion. Four years after planting, the trees are ready for the first harvest. All the while, irrigation boosts growth and output up to 100 percent.

    On the other hand, the coffee grower’s headache is his never-ending fight against insects and plant diseases, such as leaf rust and the coffee-bean borer. Rust is a fungus that attacks the leaves and may kill the tree. The coffee-bean borer is a worm that ruins the beans by eating small holes into them. Of course, there are effective fungicides and insecticides, but their constant use increases production cost.

    Preparation of the Coffee Beans

    On the plantation, coffee may be prepared by either a “wash” or a “dry” process. It is admitted that the wash process yields a fine quality product, since only ripe coffee berries are selected. But because of less work and lower cost, Brazilian coffee usually goes through the “dry” process.

    First, all the berries, from green to dry, are shaken off the bush onto large canvas sheets. Then they are winnowed with special sieves. Next, the berries are rinsed in water canals next to the drying patios, in order to separate the ripe from the unripe and to eliminate impurities. Afterward, they are spread out in layers for drying in the open air and sun. They are turned over frequently so as to allow even drying. Eventually, the dry berries are stored in wood-lined deposits until further use.

    The drying process, by the way, is of utmost importance to the final quality of the coffee. Some plantations, therefore, use wood-fired driers for more rapid drying, especially in rainy weather.

    In other Latin-American countries and elsewhere, the “wash” process is customary, although it is more time-consuming and costly. First, a pulping machine squeezes the beans out of the skin. They fall into large tanks where they stay for about 24 hours, subject to light fermentation of the “honey,” as the surrounding jellylike substance is called. After fermentation, the “honey” is washed off in washing canals. Next, the coffee is laid out to dry in the sun, as in the “dry” process. Some growers make use of drying machines, perforated revolving drums, in which hot air circulates through the coffee. Finally, the coffee beans pass through hulling and polishing machines. And just as the best quality coffees are hand-picked, so the inspection of the berries after washing is done by hand.

    Soon the last step is taken–packing the coffee in jute bags for shipment. The 60-kilogram (132-pound) bag, adopted by Brazil, is held world wide as the statistical unit. Bags are stacked in clean, well-aired warehouses. At last, the coffee is ready for sale.

    Classification, Commercialization and Cost

    The Instituto Brasileiro do Café (IBC: Brazilian Coffee Institute) supplies technical and economic aid to Brazilian coffee growers and controls the home and export trade. For classification, coffee is judged by its taste and aroma. No chemical test for quality has ever been possible. The senses of smell and taste are still the deciding factors. According to its source, preparation and drying, it is classified as strictly soft, soft (pleasant taste and mild), hard (acid or sharp taste) and rio (very hard type preferred in Rio de Janeiro). Other types are less important to the trade.

    For the last 20 years coffee has brought about 50 percent of Brazil’s export receipts. Some 15,500,000 persons are employed in its cultivation and trade. But Camilo Calazans de Magalhães, president of the IBC, warned that 1978 will present an unheard-of situation in the history of the coffee trade. For the first time ever, it will depend entirely on the harvest, as any stocks of Brazilian coffee outside Brazil will be exhausted by then. Additionally, the IBC fears that the specter of problems with frost, insects and diseases may unleash new losses in the 1977/78 and 1978/79 harvests.

    Very recently, a series of misfortunes befell some of the world’s large coffee producers, causing scarcity of the product, price increases–and a lot of speculation. It all began in July 1975. Brazil was hit by an exceptional cold spell, which destroyed almost half the plantations, or 200 to 300 million coffee trees. Next, in Colombia, a drought, followed by torrential rains, devastated their plantations. In Angola and Uganda, political unrest affected exports. And then an earthquake struck Guatemala. The “coffee crisis” was on!

    While the reserves dropped, tension grew in trade circles. Brazilian coffee was first to go up in price, dragging behind it the Colombian coffea arabica, traditionally more expensive because of its superior quality. The African coffea robusta, usually less esteemed, followed the trend. To make things worse, Brazil imposed an export tax of $100 (U.S.) on each bag, which in April 1977 went up to $134 (U.S.) a bag.

    Speculation amplified trade tension, as coffee is bought in advance. It is a veritable gamble. Traders and roasters foresee a “high” and buy up great quantities, which, however, are delivered only months later. The movement gathers speed and prices skyrocket. The IBC permits registering of export sales some months before delivery of the goods, provided the registry fee is paid within 48 hours. Consequently, exporters often “take the risk” of registering sales that, in reality, have not yet been effected. This enables them to favor their clients or take advantage of higher prices.

    Despite the upward trend, Brazilians are not yet paying the high coffee prices others have to pay. The Brazilian government is protecting the local coffee roasters, and the price per kilogram (2.2 pounds) is to continue lower than abroad, it being $4.08 (U.S.) in July 1977. Nevertheless, statistics reveal that Brazilians are drinking less coffee. In 1976 the consumption was 3.5 kilograms (7.7 pounds) of ground coffee per person, whereas it was 5.7 kilograms (12.6 pounds) in 1970.

    Producers seemed satisfied with the new price policy, since they get more money from the consumer. The coffee-plantation worker, too, is benefiting financially. To keep prices high, Brazil bought up large quantities of Central American and African coffees. Suddenly, however, Brazil’s exporters had to face the absence of international buyers. As an immediate reaction, prices abroad began to fall, and in July 1977, a sudden maneuver at the New York and London Exchanges slashed the price further, so that a 50-percent drop has been registered since the record prices three months earlier. Exporters are jittery. Buyers ask, Will Brazil reduce the price? What will be the future of coffee? Time will tell.

    Meanwhile, Brazil’s Conselho Monetário Nacional approved a plan to revive and upgrade the nation’s coffee plantations by adding 150 million trees during 1977/78, bringing the total to 3,000,000,000 trees and an output of 28 million bags by 1980. So there is no fear of coffee going off the scene. Although this popular beverage now is more costly, yesterday’s enjoyment of coffee remains with us today.

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  • Choosing The Delicious Durian fruit

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    December 26, 2021 /  Food

    If the durian season arrives, durian lovers will certainly vying for the most delicious durian hunting. Many vendors hawking durian durian-duriannya whether in the streets or even in the supermarket.

    In order for us as durian lovers are not disappointed with the taste of durian that we buy, we should consider the tips choose a good durian following.

    See the fruit shape
    When we are confused to choose the good and the bad durian, durian fruit tips on choosing the first we have seen in addition to considering the taste is by looking at the shape of fruit duriannya. Choose durian durian shaped bulat.Biasanya form that is not going to have a browse round a thick fruit, small grain, and sweet.

    See skin
    Choose a durian fruit whose skin is not defective. Durian skin defects due to rotten or eaten by caterpillars then most of the content in it is not too sweet and even sour. Then if thorn duriannya big, we will be easy to open.

    Duri Durian
    Durian thorn it can be used as an indicator of the right to see the quality of the content / duriannya fruit. Choose form a large durian and length as well as dull. Usually this type of durian flesh will show the contents of a thick, sweet, and the meat is dry.

    The smell of durian
    Tips on choosing the most familiar durian fruit and is often done by paar lovers are of the smell of durian fruit. If the durian fruit has a sweet aroma and is usually cooked and seared flesh will be nice and soft. Sebailknya, if odorless durian or durian less fragrant it is not perfect ripening.

    Durian shake
    Use your hands to shake the durian fruit you choose. If fruit vibrate when you shake, this means that you choose to have durian flesh is dry and overcooked.

    This is because the durian flesh is dry and mature skin will be separated from the inner wall. And tips latter is the durian hit with the butt of the knife. If reads ‘buk buk buk’ it is overcooked and dry durian.

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  • Food Flavorings Bringing Out Good Taste

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    December 25, 2021 /  Food

    In order to get food to taste good most people think that you have to result to unhealthy food flavorings. Most people wonder if it is possible to eat healthy while maintaining the great taste. Artificial sugars are an alternative to table sugar (sucrose) as they tend to be more intensively sweeter and have zero calories. Artificial sugars have become the main functional ingredients in many diet drinks and other healthy food products. Many artificial foods have been made to cater for those of us who watch what we eat. You can add texture to your food which is good for your digestive system via food texturizers. Here is how to add taste to your food:

    Spices: Its definition tends to be a grey area for many culinary aficionados, as one definition is inclusive of herbs. The American Spice Trade Association has it that, flavoring is “any dried product used primarily for seasoning purposes.” The other widely and most accepted definition is whether fresh or dried or derived from the bark, stem, root, seed or fruit of a plant. They tend to be grown in tropical climes. They are highly regarded for their medicinal value and in preparation of cosmetic products. Examples include garlic, ginger, cloves, pepper, cinnamon even wasabi.

    Herbs: Herbs are different in that they are derived from leaves. They may be whole, grinded a little to be flaky, or well grinded to be powder. When consumed whole they tend to give texture to food and hence are a great natural food texturizer. Herbs do not favor tropical climes and are commonly found in more temperate areas. Herbs are similar when it comes to their medicinal values and also cosmetic properties. Examples of herbs are parsley, basil, oregano, thyme and rosemary.

    Condiments: They tend to be simple sauces; good examples include mustard, ketchup and barbecue sauce.

    Others: Salt is a mineral, but it would be unfair to ignore it when talking of seasonings. Salt has preserving qualities, commonly used to preserve fish before refrigerators, hence the term salted fish. There are many different types of salt, from rock salt to sea salt. Iodized salt is usually recommended so as to limit the salts’ dehydrating properties. Some like to confuse sugar as a seasoning, but it is considered as part of functional ingredients as food can be made out of it. To be fair sugar changes the taste of whatever it is mixed in, but it is more commonly referred to as a sweetener.

    We are what we eat and whenever we want to eat healthy there is always the drawback of sacrificing taste. Good food has to have the right functional ingredients and complementing food flavorings to bring out great tasting food. Food that tastes good is not enough; addition of good food texturizers will ensure that your food also feels good in your mouth. We usually rush at what tastes good to us every meal time, and probably our best meal is usually what we remember tasting best. With the proper application of food seasonings you will always have a feast of even the smallest meals.

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  • Organic Fair Trade Coffee Is Good for the Planet

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    December 22, 2021 /  Food

    Coffee! The eye opening elixir. Coffee! Black, drinkable, the energizing drink that livens our lives. Coffee! A long history from an exotic unknown berry to a massive commodity production, back to exotic again. And what a past this bitter black beverage has had. The dancing goats, to high volume commodity sales, to the near extinction of the finest of quality coffee beans, the art of growing and handling coffee berries has never died. It has only been altered though out time.

    Coffee! The eye opening elixir. Coffee! Black, drinkable, the energizing drink that livens our lives. Coffee! A long history from an exotic unknown berry to a massive commodity production, back to exotic again. One must hand it to that little coffee shop from Seattle that now encompasses the globe. They sure did take the world by storm. In one fell swoop that little coffee company took a commodity beverage and cast it back into the exotic drinkable realm where it was born from as well as distorting the beauty of specialty gourmet coffee for future generations. What is now perceived as a quality coffee bean has traveled back to the art of commodity coffee. The competition on the street corner for a drinkable cup of coffee has become fierce. Each brewer says that their brew is the “perfect cup of coffee”. However they all grab from the same commodity level stocks. Of course without these commodity grown stocks coffee would be in greatly diminished supplies. Yes, coffee is in diminished supply. That is the supply of good quality coffee beans had almost vanished over the last couple of decades as corner boutiques converted to the ravishing corner coffee shop.

    There is a change! Finally there is a change in the air. The very small boutique coffee shop and coffee roaster is finally allowed the glory of finding high quality coffee beans once again. Small farm and niche green coffee beans are now becoming available to the fair trade coffee market. Quality organic coffee is being selectively grown just for the small independent coffee roasting operations.

    Finally we have coffee drinkers who care more and more about the people of the Earth and the planet that we live on. We now have coffee drinkers who care about the survival of coffee farmers and the lands on which the coffee bean is grown. There are specialty coffee drinkers who cherish the survival and health of our mother earth.

    Sustainable Organic Fair Trade Coffee is finally becoming a household request. Fair trade is good for the people. Organic coffee is healthier for you as well as giving health back to our planet.

    Fair trade coffee provides a fair platform for the whole supply chain of this wonderful drink. Fair trade coffee beans mean fair prices for those who drink it. It may not be the cheapest coffee to buy however for the quality and sustainability the prices are equitable. It also provides better wages and living conditions for those who grow and produce the sought after bean. Fair trade is an agreement between farmers, workers, shippers, and consumers to care about each other and everyone involved. After all that is what community and health is all about.

    Foresight by coffee growers proved beneficial. The few that saw a future for renewed exotic demand set course with new direction. Armed with a brighter knowledge these coffee plantations moved away from the distorted massive commodity market left to flounder by that little coffee shop from Seattle. These foresight seers set their sights on a smaller specialty marketplace. This knowledge was that there would be a need for finely grown and carefully cared for coffee beans. They knew that the land was important, that their community was important, and the survival of quality coffee was important. There would be a need for carefully grown, hand selected, artistically roasted, and rushed to the discerning consumers waiting coffee grinder and brewing system coffee. Out of the fair trade coffee supply grew the expertise to market the perfect cup of coffee. Quality fair trade organic coffee beans are available. Still a consumer can find the organic coffee they seek for their cup of coffee at the corner commodity brewer. Astute coffee drinkers find it a poor substitute for the real experience of fine coffee.

    Those coffee drinkers with the discerning desire for the perfect bitter tinged elixir must still seek the out of the way roasters to fulfill their needs. They must discover the hidden gems in the coffee roasting world. And, yes, there are those little gems and merchants, imports, roasters, and sellers. And yes there are many who like yourself desire their cup of coffee to stand out as the pure enjoyment of a cup of coffee should be. After all tingling taste buds and allowing your senses to dance around the flavors of coffee is what life is all about. Allowing your mouth to wrap around the delicate chocolate or nutty earth flavors of the coffee bean and the smoky power of a fine roast is what we seek as a coffee drinker.

    If, and when, you find that little quality niche coffee shop hold onto it tight allowing it to grow and become sustainable. Seek out the online coffee merchant that has done the leg work of finding the best roasters and fastest service. Get that cup of coffee. Get your organic blend. Get the roast you desire. Get the fair trade coffee beans you deserve. Don’t let go.

    Yes, people drink coffee to stimulate their minds for the long stress filled hour of the day. Stimulating the senses is more important as well. Awakening the olfactory system with quality flavor from specialty hand selected coffee puts the shear aspect of the lowly commodity coffee production into a totally insignificant perspective. Hum drum becomes the everyday ordinary cup of coffee sold at all of the corner coffee shops. Taste bud boredom is a crime of depriving the human senses of ecstasy that we all crave and deserve. Alive taste buds cause the human being to be alive, excited, and adventurous in our every day activities. Start your day with an eye opening sense grabbing cup of coffee and know that your day will be brighter more enjoyable and full of experience. And further know that when you purchase great organic fair trade coffee that you are caring for the planet that gives us our daily life.

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  • How to Make It As a Fitness Model

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    December 21, 2021 /  Fitness

    People that follow my stuff know I generally write about nutrition, supplements, training, and other topics that are more science based than subjective topics, such as what is covered in this article. I decided to shuck my science geek persona, and write on a topic I know will be helpful to thousands of would be and want to be fitness models. Read the rest of this entry »

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  • The Convenience of One-Cup Coffee Makers

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    December 21, 2021 /  Food

    The one-cup coffee maker has many benefits. Perhaps you are the only coffee drinker in your house, and you are tired of pouring good coffee down the drain because you made too much. Maybe you enjoy gourmet coffee, but do not have the time or inclination to grind beans for a full pot. Or perhaps you want a convenient, mess-free way to enjoy a fresh cup of Joe at your desk.

    If any of these are true, then a single serving brewer may just be for you.

    Most of these individual coffee brewers have a built in filter. You just drop in a sealed cup or pod of your favorite coffee, hit a button, and in less than a minute, you have a fresh, steaming mug of java.

    You can use your favorite cup with most of these, and some come with a thermal travel mug. There are compact machines that will even let you choose between coffee and tea.

    If you do opt to go with a smaller version of the coffeepot, make sure you drink your coffee within 20 minutes, or it could turn bitter.

    The one-cup coffee maker is perfect for your office at work, or for your desktop at home. You can have everything you need for a freshly-brewed cup sitting right in your desk drawer, never needing to interrupt yourself to get a quick coffee fix. The best part is that they are not messy, and cleanup is a snap. Any removable parts can be rinsed or thrown into the dishwasher.

    Here are some favorites based on customer reviews.

    o Melitta Single Cup – This sleek, modern-looking machine has earned the Good Housekeeping Seal of Approval. A metered tank allows you to brew up to five cups before having to refill, and it comes in three color choices. Use your own mug and have a hot cup of coffee in less than 60 seconds, or a cup of tea in about 35 seconds.

    o Keurig – One of the most popular brands of single-serve coffee maker today, the Keurig offers an adjustable brew size – up to 11.25 ounces. The programmable functions and removable water reservoir add to the ease of use, and its quiet brew and auto shut-off functions add to its appeal. Beginning at around $99, this is one of the more expensive single-cup brewers.

    o Senseo – Another of the nation’s favorites, Senseo’s compact design allows you to use your favorite mug, and removable parts can go right in the dishwasher. Brew either four-ounce or eight-ounce cups with an auto-shut off feature. Priced at around $70, this one-cup roaster is a great bargain.

    o Black & Decker – The little Brew-n-Go percolates fresh coffee right into a handy travel mug. The auto shut-off feature will give you peace of mind. This little bargain model is another customer favorite.

    o Bialetti – This java maker lets you make the perfect cup of espresso at home. Just put your water and coffee into the specially designed pot and heat up over your stove. Starting at around $47, this little coffee pot gives you the choice of brewing two cups or four.

    o Bunn – The fast brew option on the My Café not only gets your coffee ready in a hurry, but allows you to brew between four and twelve ounce increments.

    If you choose to use your one-cup coffee brewer to make tea instead, there are two ways you can enjoy a steaming cup. One is to put the teabag into the filter, where the coffee pod would normally go. Fill with water, hit the start button, and let it brew. In just a few seconds, you will have a steaming cup of tea.

    The other method is to run hot water through the machine and place your teabag inside your cup. Heated water fills the cup, allowing the tea bag to steep like it usually would.

    Either way, you will have an enjoyable hot treat.

    The only potential disadvantage to the one-cup coffee maker is the lack of variety in coffee choices. If you prefer to experiment with various flavors and roasts, you may find yourself wanting more choices with the one-cup option. With these little coffee brewers, you are required to use the appropriate cup or pod designed for your machine.

    On the other hand, many of the coffee pods available on the market are of the gourmet variety, allowing you to taste some exotics blends and roasts without spending a fortune. The convenience of the packets makes them so easy to use. Simply toss into the trash when you are finished, with no loose, messy grounds to concern yourself with.

    The one-cup coffee brewer may also be a perfect addition to your kitchen for those times when you are in a hurry, but really need that pick-me-up you get from a fresh cup of coffee. You only need to delay yourself for one minute, and then you will be ready to fly out the door, coffee in hand.

    The units are small enough they hardly take up any room, making them easy to stow in a cabinet, desk, or cubby. Add one to your list of “must haves” for your office, or put it on your birthday list. When you discover the convenience of the one-cup coffee maker, you will be glad you did.

  • Auto Draft

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    December 20, 2021 /  Uncategorized
  • Specialty Coffee – A Vibrant Industry, Or The Future Of Coffee At Crossroads Of Change?

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    December 20, 2021 /  Food

    Seattle; the home of Boeing, software giants, grunge music and…specialty coffee. Well, not quite. Contrary to popular belief, while Pearl Jam, Nirvana and Boeing and Oracle do indeed hail from the Pacific Northwest, modern specialty coffee has its roots much further south.

    When Alfred Peet died in his sleep a few weeks ago he was a sprightly 87. He passed away peacefully hopefully dreaming of coffee trees laden with ripened cherries. While most people have never heard of him, Peet is widely recognised as being the father of modern “specialty coffee” in the industry. He was a Dutchman who became an American. He had traded tea for Lipton’s in Java, lived in Sumatra, worked in the business in New Zealand before, finally, settling down (somewhat) in the University suburb of Berkeley, California. It was at Berkeley where he founded his roastery in 1966 and Peet’s Coffee was born. Alfred Peet was passionate about coffee. His roasting exploits legendary and his ability to commentate, roast and put out fires simultaneously are famous. His experiences while living in Indonesia had given him an affinity with farmers who grew coffee, as well as a thorough understanding of the origin, the place where coffee was grown. This background, combined with his love of roasting, resulted in a place where coffee was not just a cup of Java, but something exotic, living and with a story.

    From Alfred Peet’s inspirational example came many of the coffee cultures that now are household names today in America and around the world- Starbucks being the most famous of these of course. The original founders of Starbucks- Baldwin, Bowker and Ziv Seigel originally leant their roasting trade from Peet, in fact Peet roasted for them in their early years. Many others in the industry in America today also passed through the Peet’s Coffee experience. In fact when Howard Schulz purchased Starbucks, Bowker and Baldwin moved across and purchased Peets Coffee- Alfred Peet retiring to a role of Coffee Mentor for the Industry as a whole.

    Today most coffee drinkers, from Surabaya to San Francisco, recognise Starbucks and its logo, but the name “Alfred Peet” often draws draws blank looks.

    Specialty Coffee today is at a crossroad- an important junction in deciding which direction coffee will be heading over the next decade. In the last 10 years many new comers have entered the business. It is estimated that the global coffee sector today is valued at over US$80 billion. It is no wonder that with these revenue numbers, the industry attracts a mix of business people with mixed agendas- who often see the potential bottom line rather than education and passion as being the driving force in what they do. Traditionally the specialty coffee industry has been built on the strong foundation of sharing knowledge and experience- with the supposition that by helping each other the industry will be strongly quality focused. However a number of the more recent arrivals in the market are perhaps choosing coffee for the perceived easy profits, rather than for a real passion for coffee or its heritage. As a result many of the traditional methods of exchange are not as effective, or used as frequently as they have been in the past.

    Globally Coffee is in a position where consumption is beginning to slow down and opportunities to grow coffee are becoming more difficult to find in the traditional coffee consuming markets- Europe, USA, South America and Oceania. The easy answer if to look at new emerging markets- China, India, Pakistan and Indonesia are prime targets. These countries either have low coffee consumption (Indonesian’s, for instance, consume 500gm per person per year vs. Norway’s 12kg per person per year), or have reasonable consumption, but historically are tea consumers (India). The new markets are also very suggestible to western branding- in many cases the strength of branding has been shown to be more important than the product itself. This presents a number of opportunities to strong western brands and of course new local brands to emerge. However it does not necessarily equate to long-term longevity of specialty coffee in these new frontiers.

    In the more mature markets, the patterns of consumption have changed markedly over the last 15-20 years. The traditional, lower quality coffee products such as instants, are being replaced by roast and ground coffee (drips, plungers etc) and of course Espresso Based Drinks (cappuccino, latte, espresso etc). Fresh roasted coffee has many advantages over the instant coffee. It is more flavoursome and more importantly has a greater link back to where it originally came from. This means that customer awareness is also on the increase- bringing into the spotlight the actual paper trail of where the coffee comes from, who picked it, what price the grower get from it etc. To consumers in countries such as New Zealand this is very important- as generally there is a linkage between quality of coffee and the return the farmer or grower gets. The correlation is the better the return to a farmers, the better the coffee will be. Higher returns means more time can be spent in the origin country looking after the crop, pruning, selective harvesting, proper intensive drying and packing/storing the coffee once it is dried.

    The role the specialty coffee industry plays in all this is very important. Retail shops that source and supply only the best coffee help to sustain the industry both upstream and downstream. This means the farmers and workers will be rewarded and the consumers will have access to quality coffee, hopefully growing the business further.

    Unfortunately the reverse is gradually becoming more often the norm. Cafes, coffee shops and roasters entering the market all over the world tend to look for short-term cost advantages to try and fuel their business models. To achieve this they either buy poor quality coffee, as cheap as possible or average quality coffee…likewise as cheaply as possible. Cheap coffee equates to, at the best, very average finished product. This in turn means generally a poor perception of the place selling the coffee. This would perhaps be OK if there were not so many cafes now selling poor quality coffee. As it is it means that poor quality coffee is often accepted a being the norm- hence having the result of putting people off drinking coffee.

    In many ways the industry can be seen as having come almost full circle back to where it was in the early 1970’s when instant coffee and coffee sitting on hotplates for 10 hours were seen and accepted as being normal coffee. This is what pioneers like Peet worked so hard to change. It is also why the crossroads the industry now stands at are so important.

    The choices are really quite simple. For coffee to evolve and grow further there needs to be education of the retailer and the customer. The global industry is built around national organisations that play a varying role in providing advice and education to those in retail or wholesale. The Specialty Coffee Association of America (SCAA) and the SCAE (Specialty Coffee Association of Europe) are two such organisations. However to become members of these organisations is as simple as filling out a form and paying a fee. Often the motivation of the people joining is just to get a sticker to put on their shop door, knowledge is a secondary motivator. There is talk that membership should involve some form of basic enter test and then continuing education via the internet- which would at least help to provide tools to pass information on to those drinking the coffee.

    Looking at those in the industry who do things well, is also a great way of building and planning the future for specialty coffee. In the USA quality roasters and café operators such as Allegro, Blackstump Coffee and Intelligensia have taken industry standards to a new level. Buying quality coffee, hiring quality staff and imparting quality knowledge to customers buying their morning coffee has proven very successful for these companies. So much so that it is an unquestionable part of their corporate culture. All of these companies also practice something unique- they regularly visit their growers in countries such as Indonesia, Guatemala, Kenya, Brazil and Colombia. To take this one step further, they do not just visit and spend a few nights- taking photos of a grower’s coffee trees, they maintain regular contact with those growing the coffee. This approach must be seen as the future for coffee in competitive, quality driven markets. It is true relationship coffee where the roaster becomes by default part of the farmers extended family.

    Passing knowledge on to those who buy a coffee everyday, and arming them with information on what type of coffee they drink, how it is grown, who grows it, when it is picked, how it gets to them gives all power to the customer. It is a very important, yet lagging piece of the future of coffee globally. Being able to learn the differences in tastes/cupping qualities has some snob quality, but more importantly it helps the buyer to differentiate between good, average and poor coffee. Here lies the problem. A successful café founded on the principles of sustainability and true coffee culture has nothing to fear from education. A café selling poor quality coffee is unlikely, or perhaps unable, to want to educate clients about quality.

    A failure to address quality, education and sustainability in the business sector (from the farmer to the retail customer) will ultimately result in consumption patterns falling further. Quality issues- especially over the counter and in the cup, need to be addressed. If not unfortunately those to suffer will be the grower or origin country, rather than the retailer. With current economics a grower in Indonesia receives only around 2-5% of the cost of the average cup sold in America or Europe. If demand drops off, the Arabica business ultimately will fall back into a cycle of commodity pricing rather than specialty pricing that many quality origins now enjoy. Competition from other beverages, and lifestyle choices, compete with the disposable income that coffee comes from.

    If Alfred Peet was still alive, undoubtedly he would just carry on doing what he did well and loved, roasting coffee and sharing his knowledge and experience with anyone willing, and wanting to learn and listen- a model to all of us in the industry today.

    © Alun H.G Evans, Merdeka Coffee, 2007. The writer reserves all moral rights to this article. May only be reproduced.

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  • Preserve your Food with food sealing machine

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    December 17, 2021 /  Food

    One of the basic necessities of life that is food is perishable. Thanks to the sedentary lifestyle which a person is living up these days, it has been noted down that more intake of unhealthy food is consumed by the individual. This has related to many health issues like cancer and tumor. To help the person live a healthy life, it is always advisable to have food which is fresh and cooked well. If you are quite busy in your life and looking for easy to cook and store services fridge won’t be a better option. To get the best services, you need to buy food sealing machine. Read the rest of this entry »

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