Have you ever believed a story without really knowing the truth behind it? Sold a bag of coffee beans dubbed special for one reason or another? Ever since the inception of trade, salesmen have done their best to dazzle consumers with their products, creating elaborate stories of what separates their product from the rest. From snake oil to cigarettes, claims have always been made that this product is THE product. One that can heal all ailments, boost your mood, or, in the case of coffee, a promise of being the peak experience of coffee drinking. Something so special that it’s worth paying absurd premiums. There has been many such myths regarding coffee spread throughout the years. Here I want to take a look at some of the most common, and some of the most obscured of these, and the everlasting effects they’ve had on the industry. As well as the stories throughout history that have stood out to me.
Kopi Luwak – The rarest coffee ever??
We’ll start with something that actually was involved in the creation of this blog. Kopi Luwak is a coffee built on lies. Sold as one of, if not, the “world’s rarest coffee experience”, during a time where fact checking isn’t as readily available as it is today, the practice boomed. People the world over paid absurd amounts for this strange method of letting the coffee ferment inside the intestines of wild civet cats, believing they were experiencing a once in a lifetime experience. The reality however, was very different. Civet cats were fairly common in Indonesia, where the method originated, meaning this façade of rarity was a farce from the off. The damage had already been done, as civet cats were trapped in mass, forced into small cages, and force fed coffee beans. A truly horrible practice that is better left in the history books. If you want to experience the different flavours that it creates, Rani Mayasari, of the Java Halu farm in Indonesia, is an example of someone creating an artificial Kopi Luwak, where the enzymes that cause the reaction in the civet cats system, are used in a lab, to recreate the chemical reactions that occur. Completely animal and cruelty free. It’s a unique experience and one of the most interesting coffees I’ve ever had.
Jamaican Blue Mountain – The ultimate seal of quality?
Another example of a successful, perhaps even the most successful, marketing campaign in coffee, is the Jamaican Blue Mountain seal. Known for being a well protected region, with quality being the focus, coffee from here was sold at ridiculous prices. As with every valuable commodity, there are people looking to take advantage of buyers. Over the years the number of companies claiming to sell Blue Mountain coffee has swelled, with many of them never actually receiving the trademark. Leading to plenty of subpar coffees flooding the markets, especially domestically. It was all to common for hotels, gift shops, and restaurants. It’s important to note this is considered a serious crime, with both a hefty fine of and even jail time for those found guilty of selling counterfeit Blue Mountain coffees. Jamaica is fighting an uphill battle to return to the top of coffee growing beyond these issues, as more complex and higher quality crops are growing across the world, offering something that the clean Blue Mountains just can’t compete with. This isn’t to say there are no good Blue Mountain coffees, just ensure that if you are going to try some, make sure you’re going through reliable sources, with as much traceability as possible to avoid the same fate as many a tourists.
Mocha – What has it got to with chocolate?
Mocha is one of the most perplexing terms you’ll hear in coffee circles. For consumers the term is mostly linked with a mix of coffee and hot chocolate. Which itself was never originally called a mocha at all. The drink made famous in Turin, Italy, was originally called a Bicerin, famously served in the Caffè al Bicerin since the 18th century. It wasn’t until America got their hands on the drink, forever changing it to a mocha. But the term goes much, much, further back. As far back as being the name of the original port where coffee first arrived from the African coast for the West, the rest is history, as it surged across from Europe all across the world. From there the name had been adopted by sellers as a synonym for quality and heritage. While not having had the opportunity to sample any, from the people I know Yemeni coffee can be very polarising, with distinct flavours being appealing to some, and underwhelming to others. It shouldn’t be a surprise, with limited appropriate land and high production costs, it was always going to be a challenge for the country to rival the current quality of specialty coffee throughout the world. So how then did it eventually end up being tied to an Italian made coffee brewer, dubbed the Moka pot? It’s assumed to be a nod to the historic port, but the term remains one of the most confusing in coffee.
The origins of Indian coffee – A religious act?
Indian coffee is a subject of intrigue for me. Famous for growing mostly Robusta beans, the region hadn’t inspired me to explore it for quite a while. That was until I read the story of how it was first smuggled into the country. A pilgrim named Baba Budan hid seven seeds on himself as he passed through Yemen, returning from a pilgrimage to Mecca. Bringing the then rare commodity into India for the first time. It was immediately filled with talks of legend, as the number of seeds he returned with, seven, is sacrosanct in Islam, leading to the birth of Indian coffee being entwined with religion. While this may or may not be a myth per se, it does create a story around the coffee which I’ve always believed adds to the experience. Making you think of the journey and series of events that led to the drink in front of you. Remember becoming mindful of what you’re drinking is one of the first steps to understanding and appreciating the flavours of specialty coffee.
The strength misconception
We’ll end on a more practical misconception around coffee that I hear all the time. That is that one coffee is “stronger” than another. All espresso based drinks a coffee shop serves will have the same dose of coffee, and produce the same yield of espresso. So regardless of if you have a giant latte, or an espresso alone, you will not be getting a “stronger” coffee, or a bigger hit of caffeine. One is simply more diluted than the other. This can effect how it makes you feel, but you end up with the same amount of coffee in your system either way. If you really want more caffeine, in my opinion your best bet is more likely a big old pot of filter, where you’ll get your hit from a higher volume!
Conclusion
Throughout the history of coffee, embellishments and half truths have spread through the industry like wild fire. Question everything, but appreciate the stories behind what has become such an integral part of society. Coffee is entwined with mysteries, legends, and myths, just waiting to be explored. Approach it with curiousity, as well as caution, and find out for yourself whether there’s truth to the whispers.
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