☕ Is Specialty Coffee Dead? Exposing the Deception in Marketing "Puffery"
For the last decade, the industry has spent significant effort building up the notion of "specialty coffee" in a Star Wars-like battle against mass-produced commodity beans. However, the term has become so mainstream that agitators are now desperately seeking new, exclusive definitions.
According to the self-appointed high-priests in the coffee quality temple: Specialty coffee is dead. Why? Because too many people are claiming "specialty status" without the effort to back it up.
The Saturation Problem: Everyone Claims Specialty
The core deception lies in the simple fact that almost every man and his dog now claims "specialty" credentials.
There is too much "puffery" in the coffee industry.
Puffery (n.): Exaggerated or false praise; promises of "we source the best" and "we select only the finest beans" that few, if any, can actually back up.
This pervasive use of puffery creates a confusing market. We called this out years ago when we saw evidence firsthand: brands touting Specialty Coffee credentials were buying crap commodity junk.
The Uncomfortable Truth: Buying Low Quality
We have witnessed first-hand the uncomfortable reality of coffee marketing deception. Due to our proximity to delivery trucks supplying our competitors, we frequently discovered that other major brands were regularly receiving the same, or even lower, quality coffees than items we would never accept.
These brands get away with it because they have "locked in customers." Any brand can buy whatever it wants and market it as something entirely different. Some call this "value-add" or "manufacturing"—we call it deception.
The only exception here is Fairtrade-certified products, which offer a non-negotiable floor on ethics, but Fairtrade is barely 1% of the market and not the area where "specialty" typically plays.
Chasing New Terminology: The Pied Piper Effect
When the old definitions fail, the stone-throwers seek new ones. They are trying to develop a different code—just like the Pied Piper luring rats onto a different path—in a desperate attempt to stand out from the crowd.
New codes and terminology often involve promising a more realistic relationship with farmers and the entire supply chain. However, true, genuine quality is determined by many processes beyond just sourcing and farming.
The Operational Reality of Roasting
Roasters pretending to visit origin regularly show off with attention-seeking selfies, ignoring the core responsibility of their craft.
The harsh reality is that a true, reliable roaster must be at their post and always chained to their machine. Go away on a trip for a couple of weeks? Who is roasting their coffee, the Pied Piper or R2D2?
The complexities of the supply chain—the grading, the pulping, the logistics—are best handled by expert brokers and importers who manage the risk involved. It’s a far more difficult and complex structure than what the puffery brigade claims.
Our Advice: Ignore the Smoke Signals
We encourage coffee enthusiasts to ignore the constant smoke signals of danger from industry puffery. Things are rarely as they seem.
Instead, vote with your taste buds and the obvious value propositions offered by your coffee suppliers. Focus on:
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Honesty: Transparency about the supply chain and process.
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Value: A fair price that reflects the actual quality in the cup.
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Consistency: A supplier who is consistently at their post, ensuring quality control.
All reliable suppliers are trying their best to deliver some magic in your cup. Brokers and importers are not always exploiting farmers; the structure is complex. We urge customers to see through the sensationalism and look for verifiable, consistent value.
