Caffe Culture

Entries from January 2009

Maxwell Maximizing The Good

January 27, 2009 · Leave a Comment

Written by Lori Thiessen

Maxwell House Coffee’s latest advertising campaign appeals to our inner philanthropist.

The commercials are usually along the lines of placing a tin of Maxwell House Coffee against a plain backdrop with the subtitles saying something like, The average tv commercial costs $245,000. This one cost $19,000. Tell us what you would like us to do with the rest of the money at brewsomegood.ca.

Frankly, I do find this ad campaign likeable. Will it get me to drink Maxwell House Coffee? Probably not.

But I have gone on www.brewsomegood.ca and what I found there was some heart-lifting stuff.

Part of Maxwell House’s corporate social responsibility, it is a partner with Habitat for Humanity which is good.

There is also a Random Act of Good suggestion box which provides you with some nice things to do for those around you. Some of the ideas are more labour intensive than others but they are all good.

The message area allows you to enter in a positive thought or event and when you do, a virtual coffee bush sprouts leaves and flowers. It’s a cute idea and a good one.

The ‘Top Stories from the World of Optimism’ seem to be linked to one website and there are remarkably few of them, but you can’t have everything.

And finally, you can also nominate a cause or event to which Maxwell House could donate the money not spent on the fancy commercial.  It’s a good gimmick which has the potential to do some real good.

I just wonder what was spent on developing this fancy website. Hmmmm.

Q: Would this kind of campaign get you to change your coffee brand to Maxwell House?

Until Next Time,

May Your Coffee Be Freshly Brewed!

Categories: Coffee · Social History · activism · commercials · donating
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The Social Uses of Coffee

January 21, 2009 · Leave a Comment

Written by Lori Thiessen

Coffee (and tea) is the beverage that is the social bridge in so many occasions. It is easy to make or access, and it can take a long time or a short time. There are fewer social conventions around coffee than any other beverage.

When you interested in someone, the first safe  step is to ask them out on  a coffee date. It is non-committal, takes place during daylight hours and it’s less expensive than lunch.  The coffee shop is rather informal so there is no need to get dressed up to the hilt.  If you find after chatting with this person for a while that you don’t get on, then there’s no embarrassment in leaving after you have finished your coffee. Or conversely, if you do get on, then order another coffee.

Friends often meet over coffee either in a cafe or in someone’s home. Coffee is a less expensive ‘meal’ to serve and there aren’t the historical conventions of afternoon tea to contend with.

A regular religious service, a bar mitzvah, christening, baptism or a funeral often ends with a fellowship hour and coffee is on hand to help celebrate and console.

In business, knowing how a person takes her coffee can be that little thing that gives you the edge over others, especially when it comes to applying for a more senior position. People appreciate having someone notice seemingly insignificant details like this.

Coffee is a great way to show hospitality to a client, co-worker or boss without a huge financial outlay.

A coffee meeting can be very productive way to work so long as there is an agenda and a stated outcome agreed to in advance.

Take a moment to notice how often coffee makes an appearance in your social and business interactions.

Q: Are there any social situations that I didn’t mention in which coffee plays a part?

Until Next Time,

May Your Coffee Always Be Freshly Brewed!

Categories: Coffee · Social History · coffee culture
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Making the Perfect Cup of Coffee

January 8, 2009 · 2 Comments

written by Lori Thiessen

Making the perfect cup of coffee starts with good ingredients, good equipment and proper preparation.

I gleaned the following information on coffee preparation from Meta Given’s Modern Encyclopedia of Cooking.

Ingredients:

  • Buy good quality coffee in small amounts
  • If you buy already ground coffee, then buy only enough for a week’s worth.
  • Put the coffee in a glass container, don’t leave it in the paper bag
  • When taking coffee out from the container, do it quickly as possible so that none of the aroma is lost
  • Store the unused coffee in the refrigerator

Equipment:

Meta Given’s doesn’t recommend percolators because it violates the cardinal rule of making the perfect cup of coffee — never boil the coffee.

Whatever coffeemaker you use,  keep it very clean. After each use, make sure to clean it according to the manufacturer’s instructions.

Preparation:

If you have an automatic coffeemaker, follow the manufacturer’s instruction on coffee preparation.

If you are like me and have gone completely low tech with a French Press, or other low/no tech coffee maker, then Meta Given’s has a few tips.

  • Make sure you have the appropriate grind for the coffeemaker you are using
  • Scald the pot with hot water
  • Put in the amount of grounds needed to make whatever amount of coffee you want (2 to 2 1/2 level tbsp of ground coffee per cup)
  • Pour in 1/4 of the required amount of hot water, and let stand for 1 min.
  • Pour in the remaining amount of hot water (for a french press this is in the pot, for drip put the water in the water reservoir.)

For a French Press, let the pot stand for 5-8 minutes before you press it. For a drip coffeemaker, set the pot on a very low heat, make sure that the coffee does not boil. Pour the finished coffee into warmed coffee cups.

Meta Given’s also urges that a coffeemaker shouldn’t be left with grounds in it for very long. Clean your coffee making equipment as soon as you can after you have made the coffee.

Though it sounds like a lot of work, a good cup of coffee is a joy.

Q: What tips do have for making the perfect cup of coffee?

Until Next Time,

May Your Coffee Always Be Freshly Brewed!

Categories: Coffee · Social History · coffee culture · coffee recipes
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Coffee Tasting

January 7, 2009 · 2 Comments

Written by Lori Thiessen

Wine isn’t the only beverage that is rigorously judged. There are beer, spirit and even coffee  connoisseurs. Like me you may have been baffled by the coffee ads and packaging that tout the heady aroma of this brand over the sultry dark flavours of another.

Oh and whatever you do, don’t call it coffee tasting. The correct term is coffee cupping. Check out this website dedicated to the art and practice of coffee cupping, http://www.coffeecuppers.com.

For this post,  I just want to provide some definitions of what coffee cuppers mean when they talk about what a coffee tastes like. My thanks to The Coffee Faq website which is where I found the following definitions.

Acidity
Related both to the roast and to variety. This term is akin to the description of acidity in wine, not to acid content. Indeed, retailers may avoid using this term in order to avoid confusion, and rely on terms such as “bright” or “lively.” Acidity is more of a sensation than a taste, and is experienced on the tip of the tongue and/or the roof of the mouth. During roasting, acidity varies in an approximately inverse relation to body or bittersweet aspects; as the degree of roast increases, perceived acidity decreases. Coffees without acidity tend to taste flat, lacking a pleasant palate-cleansing aspect. Acidity can often have wine-like aspects, especially in many Kenyan coffees, or can come across as citrusy. When acidity is extreme, it can feel astringent, as if the moisture has been sucked from your mouth.

Aroma
Related to both roast and variety. Most of our taste perception comes from our sense of smell, so the volatile aromatics emitted from brewed coffee play an important role in its taste. Aroma develops during roasting, but as the roast starts becoming dark, the carbonized sugars become dominant.

Baked or Bready
A roast related term. Baked coffee is flat, with little aroma; typically the result of an insufficiently high roasting temperature over too long a period of time. In other words, if the heat applied to the unroasted coffee is too low, the physical and chemical changes do not occur in a desirable fashion.

Balance
Roast and variety related. The pleasing combination of multiple characteristics, none overpowering.

Body
Roast and variety related. Body is a textural quality, a perception of viscosity or fullness on the tongue; one roaster has likened it using your tongue as a weight scale. Body develops with the degree of roast, falling off sharply with over roasted coffee, but it can also vary by origin. Distinguish between body and the “thickness” imparted by some brewing methods, like coffee from a press, where fine particulates remain suspended, or espresso, which contains emulsified coffee oils. Underextracted coffee will also have a defectively light body.

Bitter
Roast and preparation related. This is not always a defect; up to a point, it can be desirable. Robusta is more bitter than arabica, but mild coffees can become bitter if over roasted or over extracted during brewing.

Bittersweet
Roast related term. Often mischaracterized as “strong,” the bittersweet aspect is created by the caramelization of sugars in the bean. The longer the coffee is roasted, the greater the caramelization, until at last the sugars are completely burned, giving the coffee a taste akin to charcoal (see next entry).

Burnt
When very mild, this aspect may be desirable for cutting through drinks containing a lot of milk and/or sugar, though there are those who like it in a straight cup. When overdeveloped, it is the flat taste of charcoal; this taste can be overwhelming.

Clean
Clean-tasting coffees are free of defects or undesirable distractions.

Complexity:
Complexity simply means that the cup has many elements–aromas, textures, and tastes–apparent at once, or in succession. Since it is rare to fnd all of the desirable elements in a single origin, roasters often roast different coffees to achieve a varied profile.

Earthy, or Natural
Within limits, this can be a pleasant note, but more commonly a defect in which the brewed coffee has an aftertaste akin to freshly turned soil. Commonly relates to poor processing, one way this defect can occur is when the beans absorb flavor from the dirt on which they were spread to dry. In more muted degrees, this quality can add interesting notes to a coffee.

Flat
Lacking in taste or aroma; low in acidity. Often occurs when the coffee goes stale.

Grassy
Processing related. The aroma and taste of hay, or a newly mown lawn. This can result from prematurely picked cherries.

Musty
Moldy, mildewy ; often the result of some improper storage conditions. Improper aging also can cause mustiness, while proper aging can contribute a desirable flavoring aspect

Rioy (REE-oh-ee)
A harsh, medicinal quality, the term derives from a reference to low quality coffees from Brazil (i.e., Rio De Janiero).

Sour
Unpleasantly acrid or sour, as if contaminated by vinegar. This taste can occur in low-growing, unwashed coffees, but commonly occurs in under roasted coffees, or even properly roasted beans that were then brewed with water that was too cool.

So there you have it. Everything you ever wanted to know about coffee flavours and were afraid to ask!

Q: Which kind of coffee do you like the best?

Until Next Time,

May Your Coffee Always Be Freshly Brewed!

Categories: Coffee · Social History · coffee bean · coffee culture
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The Last Few Drops of Christmas Cheer

January 6, 2009 · Leave a Comment

Written by Lori Thiessen

Because the media and every expert has been making grim predictions about the year to come, I grabbed onto a little known and celebrated (at least in North America) end of Christmas festival called “Twelfth Night”.  A little levity is needed to leaven this heavy load.

If the name seems familiar to you, it should.  A plucky little lad from Stratford-upon-Avon named William Shakespeare penned a play with that very name.

Remember the carol too, The Twelve Days of Christmas? It begins, “On the first day of Christmas, my true love gave to me…” then it goes on to recount the most elaborate gift list ever dreamed of.  Now if the first day of Christmas is the 25th then the 12th day, and last day of Christmas is January 5th.

It also goes by the name of Epiphany, though some traditions celebrate it on January 6th instead of the 5th. Traditionally, this is the day when the Three Wise Men turn up at the stable to bring the Baby Jesus some gifts.

Celebrating Twelfth Night, by all the sources I looked at, began in the Middle Ages. But like many Christian celebrations, Twelfth Night has its roots in a Celtic, pre-Christian past.

Winter festivals in any culture or religion generally have something to do with giving thanks for surviving the year and making hopeful symbolic gestures that the year to come will be good.

During Twelfth Night, the feasting isn’t just about stuffing yourself.  Many of the Christmas decorations would have been made of fruits and nuts so instead of just throwing them out, people would eat them.

Think about the mincemeat pie. Once upon a time it was made of meat but now it is made of … fruit and spices. Apparently if you want good luck for the coming year, don’t cut your pie as you may ‘cut’ your luck too. I guess that’s why there are many more mince tarts than pies. A tart is easier to eat whole.

There is also a rich coffee cake-type dessert which is served on this final day of Christmas called the King Cake in English.  In the cake is baked a bean and a pea, the man who finds the bean is the King of the Festivities and the woman who finds the pea is the Queen. Then the fun really begins. The point of the revels is to do very silly things as directed by the King and Queen.

Another part of the celebrations includes, at least in England, a man dressed in a wreath of holly comes up from the riverside to present “the green” to the King and Queen to ensure growth for the coming season.

The main drink for Twelfth Night is called Wassail. It’s rather like a mulled wine. People toast each other’s health then proceed to go outside to pour some of the powerful beverage on the roots of their trees give encouragement to sleeping fruit and foliage to wake up at the proper time and be abundant.

Since Twelfth Night is the last night of Christmas, it is on this day that all the Christmas decorations are taken down. To leave them up beyond this time is to court bad luck.

By celebrating Twelfth Night, Christmas comes to a close in a happy and definitive way.

The end of Christmas in my childhood was a very sad affair, indeed. It was generally done the day after New Year’s Day. The tree was taken down and hauled to the curb for disposal without much ceremony. The food was generally left overs, just heated up.

What fun it would have been to have celebrated the end of Christmas as we celebrated the day itself!

Now, I confess that this post doesn’t have much to do with cafe culture, but you can always serve coffee with your King Cake. :-)

Until Next Time,

May Your Coffee Always Be Freshly Brewed!

Categories: Social History · ceremonies · coffee culture
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