Louis Armstrong the legendary American jazz trumpeter, composer, and singer was once asked, “What is Jazz?”. Armstrong famously responded, “If you have to ask what jazz is, you’ll never know.”
Coffee culture is a bit like jazz in that it is better to experience it rather than attempt to describe it. Unlike playing good jazz music though, that takes years of experience and talent, the bar to experience coffee culture is as cheap as a cup of joe.
This article is not necessarily for those who are unaware of what coffee culture is. Just to get on the same page Coffee Culture is defined by Wikipedia as, “a social atmosphere or series of associated social behaviors that depends heavily upon coffee, particularly as a social lubricant. The term also refers to the diffusion and adoption of coffee as a widely consumed stimulant by a culture.” There, now we are all in the know.
Perhaps no words can define the culture as well as getting out there and visiting your local coffee house or local branch of a larger coffee chain. The culture is made up of one-part coffee and one-part interaction with other coffee enthusiasts. Coffee houses across the country are a buzz with an energy that is unrivaled at other social gatherings.
Today’s coffee culture in the United States probably began in Greenwich Village in the 1960s, but the West Coast’s northern cities quickly bought into the culture in a big way in the 1980s. Starbucks franchises now occupy most urban corners throughout the country, and independent brewers create signature blends using different roasting, blending and pouring techniques that help to connect creative people in new friendships.
A good way to examine the North American obsession with Java has gone what some authors have coined the three waves of coffee consumption. While these waves stratify our countries coffee consumption, it would be hard to say that any of these waves have come and gone. Many Americans enjoy the coffee styles from each wave every day.
First Wave of Coffee Consumption
The first wave started in the 1800’s and continued to the late 1980’s. Think Folger’s and Maxwell House waking up America. Or classic coffee pots pouring brew in every diner in the country. Instant coffee is a big part of this wave and was invented around 1900.
During the era of radio’s, ice boxes, and electric razors, convenience was king. Japanese-American Satori Kato capitalized on the consumer market in 1903 when he applied his dehydration process for tea, to coffee and received the first U.S. patent for the coffee concentrate process, now known as instant coffee.
If the first wave of coffee consumption was based on getting a cuppa joe into the hands of every joe, the second wave is about making that cup taste delicious. While Maxwell’s and Folgers were just what the doctor ordered during the 1900’s, American found the taste of such standard beverages, well, just that, standard. Enter the Orange Mocha Frappuccino.
Okay okay, coffee beverages disguised as milkshakes were and are definitely a part of the second wave of coffee consumption but there is much more to this wave. During the second wave terms like French press, espresso, macchiato, and latte became common knowledge. Some gastronomical historians suggest that wine culture heavily influenced the coffee aficionados of the second wave.
It is during the second wave of coffee consumption that coffee shops begin successfully monetizing the coffee experience and coffee shops become lucrative. Consumer’s were all about the brick-and-mortar coffee shop experience, and the market responded. Seeking the social aspect of coffee culture almost to a fault, second wave consumers are less concerned with source of their drinks.
Starbucks was certainly a big part of the second wave but also has a strong footing in the third wave consumption. Starting in 1971, Starbucks is responsible for making the social experience of coffee available to the masses of Americans. By the year 2000, Starbuck’s had opened over 3,000 locations. Today, Starbucks has 22,519 stores open and offer’s coffee from beans from Brazil, Costa Rica, Colombia, Jamaica, Ethiopia, Mexico, Guatemala, and Zimbabwe.
Third Wave of Coffee Consumption
The third wave of coffee consumption is all about coffee appreciation. Characterized by the way coffee lover’s value the coffee itself rather than the social aspect or marketing of the drink, the third wave is all about coffee quality. With third waver’s, the coffee product takes front and center stage.
Every wave of coffee consumption in America is prompted by the shortcomings of the previous wave. The third wave is no different as the second wave’s emphasis on production and marketing made the way for a product forward environment. “The third wave is, in many ways, a reaction. It is just as much a reply to bad coffee as it is a movement toward good coffee.” said Trish R. Skeie from Wrecking Ball Coffee Roasters.
Third wave coffee consumer’s place a high value in their ability to track the heritage of the coffee that they drink to the source from which it was harvested. While the Farm-to-Fork movement has been steadily growing, the third wave of coffee consumption could be considered that movement’s caffeinated analog. With such transparency, consumers are now able to distinguish beans from varying altitudes, soils, and roasting methods.
Improved Coffee Quality from Grower to Consumer
Whether sipping an iced coffee under the California sunshine, taking in a single sourced latte at a Seattle coffee stand, or grabbing a cuppa in the big apple, the offerings available to coffee consumers and aficionado’s is ever expanding. Coffee bean growers and harvesters are expanding and multiplying giving coffee drinker’s more options that come from every corner of the globe.
Coffee Bean Growers
The Bean Belt is Growing!! The Bean Belt is Growing!! The bean belt is a collection of tropical regions that sit along the equator that offer prime conditions for growing coffee beans. Mountainous, high-altitude countries like Colombia, Costa Rica, and Brazil produce top notch coffee plants because of their warm days and cool nights which shock natural chemicals in coffee beans that make this brew especially tasty.
The bean belt is expanding due to global climate change. Warm weather is causing the bean belt to move further away from the equator which is moving bean growth to new regions. The regions that aren’t currently known for the best beans will drive the supply chain of the future. This development is secured by the recent interest in specialty coffee from buyers and exporters that focus on the production of quality coffee.
A big part of the third wave is the local independently owned and operated coffee shops and roasters. Just as many microbrewer’s have been popping up in cities across America, small local coffee roaster’s who do their roasting in-house is becoming the trend. This grassroots movement is creating hundreds of new businesses and rewarding entrepreneurs who appreciate great coffee.
But do not count out larger third wave coffee businesses that hone in on the demands of the consumer. Such coffee business’ go through great lengths to embody the philosophies of the third wave. Such philosophies include superior coffee products, fair-trade, and sustainable farming and business practices.
Education also plays a large role in the third wave and such large third wave coffee business know that smarter consumers only strengthen the coffee landscape. Three businesses known as the “Big Three of Third Wave Coffee” bring education to their clientele. The big three of third wave coffee are: Intelligentsia Coffee & Tea in Chicago; Counter Culture Coffee in North Carolina and Stumptown Coffee Roasters of Portland.
Distribution & Marketing
Marketing and distribution of coffee products is still a crucial part of the coffee supply line. But as consumer focus turns from the experience of drinking joe to the quality of the drink and production, marketing and distribution are seemingly becoming less important. Or at least the old distribution modes and marketing ploys are dwindling in importance. It is time for new means of distribution and marketing campaigns that not only focus on the quality products that consumer’s demand but also the benefits of sustainable production.
One such coffee supplier that is expanding the offerings of the coffee landscape is Organo Gold. Organo Gold, now known as ORGANO, offers coffee products and personal wellness supplements for people with active lifestyles, and these products complement the fine products featured at chain and independent coffee shops throughout the United States.
Organo Gold’s fine products offer consumers and independent distributors a seat at this ever-expanding table by allowing those who appreciate fine coffee products the opportunity to buy such products wholesale from the Organo Gold. Not only can you stock up your pantry with the Organo products that you and your family enjoy, one can also get into the lucrative coffee distribution business using Organo Gold as a supplier.
Types of Organo Gold Products
Organo Gold not only produces a full line of coffee beverages, flavored beverages, teas and single serve brews but also gathers key organic products for body management and personal care products such as mycelium, grape seed oil, nutritional shakes, beauty bars and spore powder. Entering the Brewed coffee category was an easy decision for this company that champions natural ingredients and organic farming.
If you think you know what instant coffee is all about and have not tried Organo Gold’s King of Coffee, then you may have some reassessing to do. Organo Gold offers the Gourmet Organic King of Coffee which is the only instant coffee to contain organic Ganoderma Lucidum Spore Powder. For those unfamiliar with Ganoderma Lucidum Spore Powder, this rare and delicate spore comes from organic Ganoderma mushroom which are chock full of nutrients and antioxidants. The King of Coffee is a rich bodied, medium dark arabica roast that is sure to change perceptions of what instant coffee can taste like and be.
Organo Gold is also reaching the tea toddling population through their green and red tea offerings. But these are not just any old red or green teas, Organo Gold’s teas utilize Ganoderma, which was used in Chinese medicine for it’s immune system benefits. These teas are mild, power-packed, and naturally rich in antioxidants.
Organo Gold not only sells coffee but is also making the leap into body management products. Such a leap was far from uninformed as they make the natural presumption that a big part of the third wave of coffee consumer’s obsession with the beverage is based on it’s health properties.
Organo Gold offers various body management supplements like Ganoderma Mycelium and Fenix XT. Fenix XT is a refreshing mango peach flavored powdered energy drink that helps regulate and enhance energy, stamina and performance. This dietary supplement combines hydration with a powerful boost of energy which will have you tackling your to-do list in no time.
Organo Gold buyers have also found that Ganoderma Lucidum is also beneficial in personal care items such as soap and toothpaste. Organo Smile honey colored gel toothpaste is bringing a brighter smile to the family using the power of Ganoderma lucidum. Organo Smile users are experiencing whiter teeth, fresher breath and a brighter smile than ever before.
The Coffee Culture Emphasizes Personal Expression
From Seattle to the East Coast, coffee aficionados insist upon a greater range of products, beans, coffee beverages, add-ons, favored pouring styles and a variety of milks, creams and coffee flavorings. Some people demand cold brews while others want to know where their beans are harvested. Many people only drink coffee in places where the coffee beans are freshly roasted on-site. There aren’t any wrong choices except offering a limited coffee menu, which coffee lovers–in places such as Portland, Seattle and San Francisco–readily confirm.
Some of the most demanding coffee consumers now demand single origin coffees from specific regions or even proprietary farms. Portland–a city with fewer than 600,000 residents–boasts more than 30 coffee roasters, and local owners of coffee businesses often function as de facto roasters in their own shops. Personal expression has become critical in how people drink their coffee. Consumers have an inherent right to choose when and how to drink their coffee because everyone has his or her own sleep schedule.
Whether you call coffee a cup of Joe, cup of Jamoke, cup of George or cup of mud, a single cup of coffee shared with the right person at the right time can change your life, foster an adventure or put you on the road to financial independence. Organo Gold enables consumers to buy from the company directly, but independent marketers can become Distributors and help to expand the company’s fine products to consumers and local coffee shops throughout the world.
Coffee Culture News
San Francisco, Portland and Seattle lead the way in the West Coast’s rapidly expanding coffee culture. The San Francisco area offers an incredible number of great coffee purveyors that favor fair trade, organic farming and sustainability. Many of these companies cultivate true partnerships with their growers, and many offer compostable packaging.
Starbucks helped to jumpstart the independent coffee shop, and Seattle’s shops now feature beans from Brazil, Costa Rica, Colombia, Jamaica, Ethiopia, Mexico, Guatemala, Zimbabwe and Arabian countries. Coffee drive-ins in Portland, Seattle and the rest of America fortify drivers with foamy cups of their favorite coffee beverages. Unfortunately, it’s no longer a simple matter to order your morning cup of Joe. Throughout the country, you’ll now find a range of temperatures, creamer options, enhancements, pouring styles and bean blends.
Portland offers some of the most intimate coffee venues, and Coava is an excellent example.  The company only offers “single origin” coffees from specific farms or regions. Heart Coffee Roasters, however, offers a blend of clean-tasting beans roasted lightly, which produces a juice-like flavor that’s not to every taste. Coffee Roasters United is a group that pools the resources of participating shops to roast beans and produce unique blends.
Organo Gold was founded in 2008, and the company’s concept is to bring the best treasures of the earth to consumers all over the globe. These include signature coffee beverages, one-cup brew packets, teas and wellness and beauty products. The products are available through independent Distributors and to consumers through the shopog.com. In 2013, the company achieved 55th place among the top network marketing companies in the world as named by Direct Selling News.
Organo Gold allows coffee aficionados from anywhere to become Organo Gold Distributors and more fully immersed in today’s coffee culture and active lifestyles. Distributors can provide product samples, engage with like-minded people and provide automated shipping for home brewing or even supplying a neighborhood barista with the latest organic coffee and tea products for resale. Millions of people are earning their financial freedom while marketing products that they can fully endorse. You can become a more productive member of your community by distributing Organo Gold coffee, tea and health-related products in any of more than 45 countries.
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