Craft Coffee

“Build a better brew by mastering 10 manual methods, from French Press to Chemex, with this comprehensive guide.” —Imbibe Magazine Named a top food & drink book of 2017 by Food Network, Wired, Sprudge, and Booklist This comprehensive but accessible handbook is for the average coffee lover who wants to make better coffee at home. Unlike other coffee books, this one focuses exclusively on coffee—not espresso—and explores multiple pour-over, immersion, and cold-brew techniques on 10 different devices. Thanks to a small but growing number of dedicated farmers, importers, roasters, and baristas, coffee quality is at an all-time high. But for nonprofessionals, achieving café quality at home can seem out of reach. With dozens of equipment options, conflicting information on how to use that equipment, and an industry language that, at times, doesn’t seem made for the rest of us, it can be difficult to know where to begin. Craft Coffee: A Manual, written by a coffee enthusiast for coffee enthusiasts, provides all the information readers need to discover what they like in a cup of specialty coffee—and how to replicate the perfect cup day after day. From the science of extraction and brewing techniques to choosing equipment and deciphering coffee bags, Craft Coffee focuses on the issues—cost, time, taste, and accessibility—that home coffee brewers negotiate and shows that no matter where you are in your coffee journey, you can make a great cup at home. “Engaging and fun . . . I really can’t recommend Craft Coffee: A Manual enough. If you’re even mildly curious about brewing coffee at home, it’s absolutely worth a read.” —BuzzFeed

The Craft and Science of Coffee follows the coffee plant from its origins in East Africa to its current role as a global product that influences millions of lives though sustainable development, economics, and consumer desire. For most, coffee is a beloved beverage. However, for some it is also an object of scientifically study, and for others it is approached as a craft, both building on skills and experience. By combining the research and insights of the scientific community and expertise of the crafts people, this unique book brings readers into a sustained and inclusive conversation, one where academic and industrial thought leaders, coffee farmers, and baristas are quoted, each informing and enriching each other. This unusual approach guides the reader on a journey from coffee farmer to roaster, market analyst to barista, in a style that is both rigorous and experience based, universally relevant and personally engaging. From on-farming processes to consumer benefits, the reader is given a deeper appreciation and understanding of coffee's complexity and is invited to form their own educated opinions on the ever changing situation, including potential routes to further shape the coffee future in a responsible manner. Presents a novel synthesis of coffee research and real-world experience that aids understanding, appreciation, and potential action. Includes contributions from a multitude of experts who address complex subjects with a conversational approach. Provides expert discourse on the coffee calue chain, from agricultural and production practices, sustainability, post-harvest processing, and quality aspects to the economic analysis of the consumer value proposition. Engages with the key challenges of future coffee production and potential solutions.

This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets. The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise. 'The main idea of the monograph is the effort to improve the activities of coffee producers by analysing and eliminating the discrepancy between the marketing strategies used and the real needs and preferences of consumers. The monograph is based on primary and secondary data obtained as a result of surveys of consumers and participants of the supply side of the coffee market. The conclusions presented in the monograph are drawn from the analysis of documents of twenty-six coffee producers, individual in-depth interviews with managers, a case study of the company MOKATE sp. z o.o. - the leader of the Polish instant cappuccino market, and from direct interviews with 800 coffee consumers. The Polish coffee market is one of the largest markets of this kind in Europe and it has great potential for growth. Therefore, this publication is not only a valuable contribution to research on behaviour of market entities, but also an important source of inspiration for managers responsible for everyday marketing in FMCG markets, in particular, in coffee markets.' Prof. Roman E. Niestrój Professor of Marketing, WSB University, Poland 'This book describes possible marketing strategies with focus on the coffee sector. The history of 'marketing' is presented, from the first attempts at a scientific approach in 1926, up to the establishment of this term in science in the 1950s. The authors refer to various definitions of marketing and describe its strategy variants (defensive/active). The main element (and advantage) of the book is the presentation of various methods of implementation and (equally important) their control. This content is supplemented by tables and figures concerning production, consumption and prices in the coffee market. In general, the book has a significant practical value, as it shows enterprises (not only from the coffee sector) how to effectively implement marketing strategies.' Dr. Joachim Schwanitz Managing Director, Huth's Kaffee & Feinkost, Germany

Home coffee-making authority and author of Craft Coffee: A Manual introduces you to the wide world of coffee flavor Have you ever purchased coffee based on delectable flavor notes—strawberry jam, milk chocolate, hazelnut—only to find none of it in your cup? It’s a common experience among coffee lovers. These days, high-quality coffee can taste all kinds of ways, thanks to roasting techniques that help draw out the qualities of the bean. In addition to that characteristic coffee taste, you really can find hints of fruit, chocolate, and nuts in your cup—all it takes is a little knowledge, a little practice, and the ability to slow down and savor. That’s where How to Taste Coffee comes in. With the same accessible, no-shame approach she took in Craft Coffee, bestselling author Jessica Easto explains why flavor notes are not always as straightforward with coffee as they are with other beverages, such as wine, beer, and spirits. You’ll learn how our senses perceive coffee, what creates and affects coffee flavor, and how to practice your sensory skills, using the same tools and resources as coffee professionals. With nineteen exercises designed to help you identify and talk about what you’re tasting, you’ll come away with a more developed palate, an improved ability to choose coffee you’re going to love, and a better understanding of the astounding complexity contained within these tiny beans. A must-read for any lover of coffee, How to Taste Coffee inspires readers to taste widely and sip consciously, with more appreciation, more discernment, and a greater sense of wonder.

"The word artisanal has had a significant impact on the marketing of consumer products. Artisanal labelled products can be found in the shops of true artisans, reflecting a genuine connection between the term and the product. On the other hand, artisanal labelled commodities can also be found on global chains' products, reflecting a disconnect between the term and the manufactured goods. This indiscriminate use has damaged what artisanal means for consumers. A solution to reclaiming the meaning of artisanal or repositioning completely is to focus on the fundamental marketing tools of the 4Ps (product, price, place, promotion), segmentation, targeting and positioning, and branding. Combining these tools can help artisanal producers develop marketing and communications strategies to build meaningful relationships with their target market"--

This edited book focuses on the organization and meaning of craft work in contemporary society. It considers the relationship between craft and place and how this enables the construction of a meaningful relationship with objects of production and consumption. The book explores the significance of raw materials, the relationship between the body, the crafted object and the mind, and the importance of skill, knowledge and learning in the making process. Through this, it raises important questions about the role of craft in facing future challenges by challenging the logic of globalized production and consumption. The Organization of Craft Work encompasses international analyses from the United States, France, Italy, Australia, Canada, the UK and Japan involving a diverse range of sectors, including brewing, food and wine production, clothing and shoe making, and perfumery. The book will be of interest to students and academic researchers in organization studies, marketing and consumer behaviour, business ethics, entrepreneurship, sociology of work, human resource management, cultural studies, geography, and fashion and design. In addition, the book will be of interest to practitioners and organizations with an interest in the development and promotion of craft work.

Packed with over 150 amazing coffee experiences in 37 countries, from its birthplace in East Africa, to modern-day Cuba, the United States, Australia and the UK, this follow-up to our hugely popular Global Beer Tour features legendary espresso bars, plantation tours, urban roasteries and must-visit cafes. Inside this definitive guide to coffee tasting around the world, you'll discover exactly where to go and what to try, plus illustrated spreads on roasting coffee, cocktails, brewing techniques and more. The places you'll learn about in Lonely Planet's Global Coffee Tour and visit aren't just cafes - they're meccas for coffee lovers, offering insight into the local culture and the history, personalities, passion and creativity behind each coffee. Discover each country's top five, must-drink coffees Learn how to order a coffee in the local language Explore each area with our itinerary of local things to do Find coffee classes and learn about roasting and brewing Packed with photos of coffee houses the world over About Lonely Planet: Lonely Planet is a leading travel media company and the world's number one travel guidebook brand, providing both inspiring and trustworthy information for every kind of traveller since 1973. Over the past four decades, we've printed over 145 million guidebooks and grown a dedicated, passionate global community of travellers. You'll also find our content online, on mobile, video and in 14 languages, 12 international magazines, armchair and lifestyle books, ebooks, and more. Note: The digital edition of this book is missing some of the images found in the physical edition

One of the country's most celebrated roasters explains how to choose, brew, and enjoy the new breed of artisan coffees at home, along with 40 inventive recipes that incorporate coffee or taste good with a cup. Blue Bottle Coffee Company has quickly become one of America’s most celebrated roasters. Famous for its complex and flavorful coffees, Blue Bottle delights its devoted patrons with exquisite pour-overs, delicious espressi, and specialized brewing methods. Yet as coffee production becomes more sophisticated with specialized extraction techniques and Japanese coffee gadgets, the new artisan coffees can seem out of reach. The Blue Bottle Craft of Coffee explains this new world from farm to cup, exploring the bounty of beans available and the intricate steps that go into sourcing raw coffee from around the globe. Blue Bottle founder James Freeman coaches you through brewing the perfect cup of coffee, using methods as diverse as French press, nel drip, siphon, and more to produce the best flavor. For coffee lovers who want to roll up their sleeves and go deeper, Freeman explains step by step how to roast beans at home using standard kitchen tools—just like he did when starting out. The Blue Bottle Craft of Coffee also introduces a home technique for cupping, the industry method of tasting coffees for quality control, so you can hone your taste and share your meticulously roasted coffee with friends. Rounding out the book are more than thirty inventive recipes from Blue Bottle pastry chef and former Miette bakery owner Caitlin Freeman that incorporate coffee or just taste particularly good with coffee, such as Saffron Vanilla Snickerdoodles, Stout Coffee Cake with Pecan-Caraway Streusel, Affogato with Smoky Almond Ice Cream, Coffee Panna Cotta, and more. With more than one hundred stunning photographs showing coffee’s journey from just-harvested cherry to perfect drink, this distinctive and deep guide to the new breed of amazing coffees from one of the top artisan coffee makers will change the way you think about—and drink—coffee.