this post was submitted on 21 Apr 2024
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I don’t even understand the point of American coffee brands. It’s just repackaging coffee from the same places as everyone else unless you’re one one of the large companies that actually own plantations. Like Alex Jones’ coffee is just Zapatista coffee lol
Because freedom means having different branding on a shelf of completely identical products
"All corn"
I found a YouTube link in your comment. Here are links to the same video on alternative frontends that protect your privacy:
The coffee companies in America are coffee roasters. Coffee in not grown in America (except Hawaii), but coffee is roasted in America. When coffee is shipped to America, it is still in the green, uncooked form. Coffee is not roasted on the plantations because the quality of the coffee more rapidly declines in the roasted form. It is better that coffee is shipped in the uncooked, green form. Since the quality of coffee rapidly declines after being roasted, you will get the highest quality coffee from a coffee roaster nearest to you. Each roasting company also roasts the coffee in slightly different ways.
The Alex Jones coffee is a branding gimmick though.
A lot of smaller coffee roasteries buy directly from small farms they have agreements with, and this guarantees that the coffee will taste good and interesting.
Then again, the majority of these places are focused on specialty coffee, so they aren't going to roast the beans to hell and back and make bitter, burnt rubber-tasting ass coffee. Anything with a somewhat large distribution network will just get random green beans from wherever and roast it to shit to have an uniform product, which is a shame.
because pretty much every economic and political choice left to the consumer is a matter of aesthetics. Does the brand around which you form your identity explicitly or implicitly hates LGBTQ? It's very important that they get to choose one.
you can buy from specific small (or large ig) farms abroad and then roast it. if anything the large companies have the harder job trying to homogenize their output when they sell more coffee than any one plantation can provide. "same as everyone else" could be any of many thousands of farms, who grow in different conditions, different elevations, shade levels, soil, etc
This is true, but it's also equally true that the darker the coffee roast, the closer the end product gets to literal charcoal, therefore making the provenance of the beans far less relevant. That's why starbucks definitionally cannot have a mass-market light roast or even a "true" medium roast.
Yeah it's basically dropshipping and branding.