The majority of specialty coffee professionals want to know as much information about origin as possible. This includes processing method, variety, altitude, and terroir. And while many coffee businesses believe that consumers also want to know the same information, is this really an accurate assumption?

To learn more, I spoke to Kosta Kallivrousis of Algrano, Marianella Baez Jost of Café con Amor, and Pedro Miguel Echavarría of Pergamino Coffee. Read on to learn their insights on whether consumers want to be more connected to origin.

You may also like our article on why more producers don’t market their own coffee.

The role of farmers in specialty coffee marketing

If you walk into almost any specialty coffee shop in any country around the world, you’re likely to see some kind of recognition of or homage to coffee farmers. This can range from photos of pickers on farms on the walls to detailed information about producers and co-operatives on coffee packaging.

In light of this, it certainly rings true that specialty coffee shops and roasters want to make sure that their products are connected to producers in some way. But why is this?

Forging connection to origin: a specialty “special”

One of the main selling points of specialty coffee is that it is more sustainable, traceable, and transparent than commodity-grade coffee. Therefore, it’s essential that roasters and coffee shops are able to bridge the gap between producers and consumers in order to communicate these attributes more effectively.

Kosta Kallivrousis is the Sales Manager at Algrano in the US. He tells me when specialty coffee brands seek to set themselves apart from competitors, marketing plays an instrumental role.

“A lot of specialty coffee branding and marketing is about showcasing what makes you distinctive,” he says. “It’s an industry that was born from marketing, rather than consumer demand.”

Marianella is the co-founder of Farmers Project Specialty Coffee and a producer at Café con Amor in Costa Rica. She agrees, saying that specialty coffee brands tell the stories of producers as a way of differentiating themselves from commodity-grade coffee companies.

“It demonstrates that you have a direct relationship with suppliers, which means as a brand you have more knowledge and your coffee is more traceable,” she tells me. “This helps to elevate the quality perception of your coffee, and shows that you’re going the extra mile [when sourcing].”

Demonstrating sustainable practices effectively

Displaying photos of coffee farms in shops or on websites, as well as providing information about a coffee’s origin, allows roasters and other coffee businesses to indicate that they have good relationships with their producers.

Pedro is the General Manager at Pergamino Coffee in Colombia. He explains that most specialty coffee brands want to demonstrate that they source and purchase their products fairly and sustainably. 

“Translating the complexities associated with this into a simple marketing tactic is incredibly difficult – even for the most knowledgeable and educated consumers,” he says.

In recent years, a growing number of specialty coffee consumers do want to be reassured that the brands they buy from are complying with good environmental and ethical practices. At the same time, however, it’s fair to assume that some of these consumers aren’t familiar with what these practices really entail so communicating them effectively can be a challenge.

Romanticism and fetishisation 

There’s no doubt that providing consumers with more information about origin is a valuable way for farmers to receive worthy credit for their hard work. However, it can quickly turn into “romanticism” if not carried out effectively. This leads some consumers to have idealised views of coffee farmers. Ultimately, a coffee farm is a business, and consumers should view them that way, too.

“Marketing can present a very blurry picture of the reality which producers face,” Marianella explains. “It’s difficult for consumers to discern between what is real and what is smoke and mirrors.”

She tells me that she once saw pictures of her farm on a brand’s website. However, she had never worked with them, and wasn’t even aware of them. Marianella explains that when she emailed them, they stated that they didn’t always know where their photos came from.

“This means some companies can make false claims by telling a story, but they have never even visited that country,” she adds.

Moreover, the use of certain images can perpetuate the idea of the “impoverished” or “exotic” coffee farmer. While some smallholders across the Bean Belt certainly live below the poverty line, this isn’t the case for all producers. Pushing narratives like this, as well as the idea that Western consumers are “saviours”, often creates widespread false perceptions about coffee producers –resulting in their fetishisation. 

“The majority of people in the specialty coffee industry want to make a difference and do some good,” Kosta says. “However, the ways of doing so can be complicated.

“Is there consent from farmers to use their images and stories?” he posits. “They need to actually add value to producers, so they should be compensated, or at the very least, they should create these marketing strategies in partnership with farmers.”

What do specialty coffee consumers really want?

In line with being more connected to origin, there are a number of purchasing factors which specialty coffee consumers tend to value the most.

First quality, then sustainability

The National Coffee Association’s 2022 National Coffee Data Trends Specialty Coffee Report report states that:

• Around 69% of specialty coffee consumers say they are more likely to buy coffee because it’s fresh
• An estimated 64% of respondents stated that paying farmers a fair price is important
• Some 57% said proper treatment of farm workers influences their purchasing decisions

Kosta, meanwhile, tells me that he thinks consumers’ interest in paying producers a higher price could be inherently linked to alleviating guilt regarding economic and social inequity between themselves and producers. 

“Maybe buying some coffee to address that, even in a small way, helps to absolve some of that guilt,” he says.

Building trust

Pedro believes that rather than explaining complex issues, such as the volatility of the C price, consumers want reassurance that the brands they buy from have ethical business practices. 

Ultimately, this widens the gap between consumers and producers, rather than closing it. Consumers aren’t able to know the full extent of challenges which producers face in origin countries. And given the geographical distance between the two – and potential wide economic disparity – this is understandable.

“I don’t think that coffee consumers want to be more connected to farmers, per say,” Marianella says. “However, they do want to be more knowledgeable about the product: where it comes from, how it’s produced, and whether it was grown and sourced ethically.”

She tells me that Café con Amor runs a number of initiatives which directly benefit the local farming community. Marianella explains that she uses social media to show her customers how the programmes are impacting communities. She says this helps to build more trust with the consumer.

Smaller roasters with shorter supply chains tend to be able to do this more effectively than larger brands. Generally speaking, this is because they are in direct contact with producers. In turn, this can create more of a connection with consumers.

Traceability

In recent years, it’s become increasingly apparent that more and more consumers want to know where their coffee comes from.

“We need real traceability,” Marianella says. “Customers don’t need certifications and seals that tell them their coffee is sustainable. They want more concrete information that’s practical, honest, and specific.”

Pedro agrees saying: “There’s a big percentage of our loyal customers who really care, and ask about origin, farmers, our sourcing strategy, and how we pay premiums for certain coffees.

“Other people, however, may not have this level of knowledge about coffee, nor the time or interest to dig deeper,” he adds.

Pedro also points out that it’s presumptuous to believe that every consumer will have an in-depth knowledge of the coffee industry and how it operates. 

“If we’re going to measure every consumer by that standard, then we should also do the same with ourselves,” he says. “Do we also know everything about the coffees we source? It’s hypocritical in a way.”

How can specialty coffee brands leverage consumer behaviour to create real impact for farmers?

There seems to be somewhat of a disconnect between what coffee consumers really want and what the specialty coffee sector would like them to want. 

I asked Kosta, Marianella, and Pedro how brands can create real impact at origin through their marketing strategies.

Commitment and accountability

“What the specialty coffee industry suffers from the most is the relentless search for innovation – the latest roast profile, variety, or processing technique, for instance,” Kosta says. “But the thing that’s missing is commitment.

“The reality is that the coffee industry steers the ship,” he adds. “So we have a big responsibility to remain accountable and stay true to our social and environmental commitments.”

Technology and traceability

“Technology helps to resolve a lack of traceability by connecting roasters to origin,” Marianella explains. “For example, we can connect through mobile apps and connect from our farm with roasters all over the world.

“The possibilities of having face-to-face conversations, albeit online, add another layer of forging a direct relationship with origin,” she adds.

Pedro advises roasters to build their sourcing models around how they want to integrate sustainability into their business model. They can then create marketing strategies around that – not the other way round. 

He also urges consumers to make sure that the coffees they buy (particularly blends) are sourced ethically. 

“For example, there’s a lot more work that needs to be done in terms of transparency when it comes to blends than microlots,” he says.

Forging more trust 

“For any business, trust is one of the hardest things to achieve and one of the easiest things to lose,” Pedro says. “You add real value when consumers trust the brand they’re buying from. 

“Every roaster has to look within and ask themselves if they feel good about their buying practices – and communicate that,” he adds. “In an era of information, if there are any malpractices in your supply chain, this trust can be jeopardised.”

On a similar note, Kosta explains that portraying an “imaginary” connection with origin can be a form of fetishising. In turn, it can be a betrayal of consumers’ trust. 

“Ultimately, if a marketing strategy ends up benefiting the company and not the communities it promotes, it becomes false advertising and is an abuse of customer trust,” he says.

The issues are complex and difficult to break down. However, it remains unclear whether the specialty coffee industry’s social and environmental goals are a response to consumer demand, or whether they emerged to influence it.

Either way, it’s clear that the majority of specialty coffee drinkers do want to know where their coffee came from, who grew it, and if they are being treated fairly.

Moving forward, specialty coffee brands need to make sure that their marketing strategies remain honest, ethical, and fair. For consumers, demanding more traceability and transparency from brands is the best way to play a role.

Enjoyed this? Then read our article on how digitalisation can connect consumers to coffee farmers.

Photo credits: Annette McKeown

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However, correspondingly, we are also seeing more and more YouTube content creators market and sell their own-branded coffee products, which range from signature blends to capsules to single-serve bags.

Celebrity endorsements, as well as partnerships between coffee brands and prominent figures in the entertainment industry, are not new to the coffee sector. However, the popularity of YouTube-branded coffee has noticeably been growing over the last few years. For instance, YouTube influencer Emma Chamberlain’s coffee brand raised US $7 million in Series A funding in August 2022, which was used to support brand expansion and product development.

To learn more about this growing market, I spoke with three industry professionals. Read on to find out more.

You may also like our article on whether coffee & sports partnerships are becoming more popular.

An overview of the YouTube coffee market

YouTube is one of the world’s most popular video sharing and social media platforms. According to Statista, the site has over 2.5 billion active subscribers. 

Since it was launched in 2005, YouTube has become a popular platform for social media influencers – which Cambridge Dictionary defines as “someone who affects or changes the way that other people behave”. However, in the 21st century, it has increasingly come to refer to online content creators.

It’s common for some of these figures to gain large followings on social media platforms, which has led many of those who do to sell merchandise – including coffee products.

David Sievers is the CEO of Akira Coffee, a private label company which works with content creators to develop and market coffee products. David tells me that the company has partnered with several YouTube content creators including “GrayStillPlays”, “Jacksepticeye”, and Super Carlin Brothers.

“Different content creators want to try different approaches to [developing and selling] coffee,” he tells me. “Over the last couple of years, more and more creators have been building their own consumer product brands to increase revenue and diversify their income.”

David adds that it’s important for content creators to remain on brand when developing their coffee products.

“A coffee-specific content creator is likely to focus more on educating consumers,” he says. “Other creators who have built their audience in other topics may have to find more creative ways of developing their coffee products. 

“Either way, all creators have to capitalise on trust they have built with their audience over time,” he adds.

Jonathan and Benjamin Carlin run the movie-themed YouTube channel Super Carlin Brothers, which has over two million subscribers on the platform. 

They explain that marketing and selling coffee products allowed them to go beyond the standard range of merchandise that YouTubers typically sell.

“Our audience resonated well with our coffee products,” Jonathan and Benjamin tell me. “The branding is in line with the kind of content we produce, which focuses on Disney, Pixar, Star Wars, Harry Potter, and Marvel.”

A wider view: Why are more celebrities becoming prominent in the coffee industry?

Marketing is a huge part of the coffee industry, and for a long time now, celebrities have formed a part of this.

One of the most well-known examples is George Clooney’s brand ambassador role at Nespresso. Clooney first partnered with the Swiss capsule manufacturer in 2006, which helped to drive the brand’s growth immensely. 

It’s estimated that Nespresso alone manufactures 14 billion capsules per year – largely a result of its “luxurious” marketing which is in line with Clooney’s public image. In fact, Nespresso launched a new television ad campaign which features the American actor in November 2022.

However, Clooney is not the only famous figure partnering with coffee brands. In September 2021, De’Longhi launched the Perfetto campaign with US actor Brad Pitt. At the same time, we’ve also seen more and more big names in entertainment and sports launch their own coffee brands.

One example is National Basketball Association player Jimmy Butler, who launched his own coffee company in partnership with Shopify in September 2021. Butler started selling US $20 cups of coffee to his NBA teammates during the pandemic, which then led to him officially launching the BIGFACE coffee brand the following year.

BIGFACE also purchased more than 1,000lbs of the highest-scoring coffee at Cup of Excellence El Salvador in 2021 – showing that some of these brands also have a growing interest in sourcing higher-quality coffee.

How do YouTubers sell coffee?

David tells me some common ways for content creators to market their coffee on YouTube.

“Creators need to talk about their coffee products in a way that makes sense to their audience,” he says. “Since the creator has built their own community, they know what type of content is important to their audience. 

“One important decision to make is how in-depth they need to be about coffee,” he adds. “Not all of their audience wants to watch content about the details of coffee, [including how to brew it in different ways or where it came from].”

Jonathan and Benjamin, meanwhile, explain that they often include a few key details when marketing their coffee products to subscribers.

“We emphasise the differences between how our beans are roasted and how the coffee you buy in the supermarket is roasted,” they say. “We also emphasise that our coffee is sustainably and responsibly sourced.” 

Sustainability and responsibility is a key focus for marketing in the coffee industry, too. According to Global Data, 43% of global consumers choose their coffee based on environmental and social sustainability factors. This is especially apparent among millennial and Gen Z consumers, who often place more value on these purchasing factors.

David, meanwhile, adds that the language which YouTube coffee brands use often needs to be more accessible.

“Most creators who sell coffee products don’t explain the nuances of Q grading and the coffee flavour wheel, or what small batch roasting and ethical sourcing are,” he says. “However, many content creators sell specialty-grade coffees because they want to protect the trust they have built with their audience.

“By saying that you only sell specialty-grade coffee, it’s an indication that quality matters to your brand,” he adds.

What about sourcing and roasting coffee?

When it comes to sourcing and roasting coffee, there’s a clear indication that most YouTubers and other influencers are moving to work closely with private label companies, thereby leveraging their experience and infrastructure. These partners can also assist with the packaging, marketing, and sales of these coffee products – sometimes through integrating ecommerce sites on existing platforms or creating new ones altogether.

“Most content creators work with an established coffee roaster,” David says. “It’s very rare for a creator to want to invest in setting up their own in-house coffee operation.

“Almost all YouTube-branded coffee is sold online, and then the coffee is shipped to the customer,” he adds. “Darker roast profiles tend to sell the most, but more experienced customers are interested in lighter roasts with more unique flavours.”

A growing number of content creators are also expressing interest in certifications for their coffee products. These include USDA Organic and Fair Trade. 

“Some content creators express interest in certifications to ensure that the products meet consumer expectations for quality and sustainability,” David says. “However, YouTube coffee brands mainly need to focus on marketing their products as high quality.”

Although YouTube by no means makes up a huge percentage of all specialty coffee sales, it is clearly growing, and it is an intriguing segment with the potential to drive awareness on a colossal scale. Alongside this, we’re also seeing signs of an emphasis on quality, sustainability, and product diversification.

Ultimately, while YouTubers might not sell the highest-quality coffees or really hone in on the scientific side of coffee extraction, they could certainly introduce more people to specialty coffee.

Enjoyed this? Then read our article on why themed coffees are becoming popular.

Photo credits: Carlin Brothers Coffee

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In the years since, the definition of convenience within coffee has arguably changed. We’ve seen innovation after innovation, from the rise of instant coffee products in the 20th century to the growth of ready-to-drink (RTD) beverages and capsules. Ultimately, all the evidence shows that convenience has only continued to increase.

So this leads us to a pertinent question: what impact does this have on the coffee industry overall? To find out more, I spoke with the Vice President of Coffee Enterprises Spencer Turer.

You may also like our article on the evolution of convenience store coffee.

Convenience in the coffee sector today

Although convenience has been important to coffee drinkers for centuries (albeit in different forms), consumer demand for convenience has arguably never been as high as it is now.

“Historically, the launch of pods like the K Cup [and Nespresso], as well as single-cup brewers, led to a significant change in the coffee industry,” Spencer tells me. “Consumer demand shifted from brewing a pot of coffee to preparing it by the cup in a more convenient manner.

“More recently, the explosive popularity of ready-to-drink (RTD) coffee packaged in bottles and cans means consumers can drink high-quality beverages without the need for a barista to prepare them,” he adds.

In recent years, there has been a growing number of RTD coffee beverages available on the market including cold brew, as well as milk-based drinks. In fact, research from Food and Beverage Insider found that in 2017, 19% of new global coffee product launches were RTD beverages.

And there’s no doubt that this figure has increased in the years since as more and more coffee brands launch their own RTD products. For example, Lavazza released an organic RTD coffee range in early 2022, and Tims China is set to launch its RTD products in convenience stores across the country.

“As well as this, the number of coffee shops offering on-tap beverages has increased, which provides businesses with new ways to quickly serve high-quality drinks,” Spencer says. 

These products include cold brew, as well as nitro cold brew and nitro lattes, which are both infused with nitrogen to create a smoother and creamier texture.

Capsules and single-serve coffee products have also become more popular over the past few years. Although coffee capsules were first launched by Nespresso in the late 1980s, more and more competitor brands started to enter the market at the beginning of the 21st century as pods proliferated.

Furthermore, as part of this wider growth in demand for convenient coffee options, instant coffee consumption has stayed high, too. In the US, Statista estimates that the global instant coffee market will be worth around US $147.6 billion by 2025. Alongside this, we have seen more and more specialty coffee brands start to sell instant coffee options, with Blue Bottle – a pioneering name in specialty coffee – launching its own in early 2022.

Do people expect more convenient coffee options after the pandemic?

Despite the fact that convenience has been an important purchasing factor for coffee drinkers for many years now, the pandemic undoubtedly accelerated this shift.

A recent study by Deloitte found that in the months since the Covid-19 pandemic, as many as 80% of consumers value convenience more than ever. More than 80% of people surveyed also noted that they expected more flexible shipping and pick-up options – including at coffee shops.

In early 2020, the majority of out-of-home coffee businesses were forced to adapt to new ways of serving customers. In the same year, a UK survey from World Coffee Portal found that 70% of coffee shops in the country switched to takeaway service only, while 67% limited their trading hours, and 57% reduced their menus.

“Social distancing measures meant that coffee shops and roasters had to innovate and change how they operate,” Spencer explains. “We saw more of these businesses offer delivery and pick-up services during the pandemic.

“Some coffee shops also had to stay open with fewer employees, which ultimately forced them to reduce their menu options, as well as to increase their speed of service,” he adds. “In turn, customers started to expect smaller menus, less interaction with staff, limited opening hours, and slower services.

“However, within the specialty coffee sector, our goal was to counteract these potential issues by continuing to serve high-quality beverages,” Spencer continues.

As Covid-19 measures have eased in most countries around the world, there has largely been a return to “normal” standards of service – but demand for convenience remains high.

In line with this, many larger coffee chains have highlighted takeaway and delivery services as key components of their recovery following the pandemic, as well as drive-thru and mobile sales.

How are consumer expectations evolving?

It’s evident that coffee consumers certainly value convenience, but just how important is it to them?

A 2021 study from ecommerce platform Linnworks found that almost half of people surveyed said convenience is more important than price when deciding where to shop. In addition to this, following the pandemic, the same study found that 76% of people claimed that convenience was the biggest influencing factor for them when shopping online. 

“Instant gratification has become the norm as more people are trying to optimise their time and multi-task,” Spencer says. “But at the same time, people are now also scheduling in more time to rest and recharge.

“Coffee shops need to understand the needs of their customers, especially when it comes to speed of service, availability of products, and beverage quality and consistency,” he adds. “Consistency in coffee quality and service can make or break a coffee shop – if the quality of coffee changes from day to day, or even shift to shift, then there is a risk of serving lower-quality coffee to customers.”

However, Spencer emphasises that some aspects of the rise in demand for convenience could have a negative impact on coffee quality.

“Significant waiting times have become somewhat acceptable in most coffee shops,” he says. “However, with mobile and online ordering becoming more common, the quality of beverages could slip if the drink is sat on the counter for too long.”

Understanding the long-term implications for the coffee industry

It’s no understatement to say consumers’ focus on convenience has never been higher. In turn, this means more and more coffee businesses are now looking for ways to cater to this demand.

Whether this includes providing contactless pick-up services, using mobile ordering apps, or offering more RTD beverages, there are a number of ways in which coffee shops and roasters are adapting to the rise in demand for more convenience.

However, Spencer highlights that coffee quality is still important – and notes that it should never be an afterthought.

“Convenience is not always synonymous with high quality, and we as an industry are still working on how to improve the consistency of quality with convenient coffee beverages and products,” he says.

Spencer adds that the growing consumer demand for convenience can lead to more coffee shops relying on automation and technology.

“This can challenge the concept of hand-crafted beverages prepared by baristas, but I believe that each coffee shop has its own needs, and therefore its own solutions to adapt to rising demand for convenience,” he tells me. “But ultimately, people still want to go out to coffee shops and socialise, and enjoy being a customer.

“Convenience is a critical consideration for any coffee business, however, it needs to be factored in along with customer service, coffee quality, and the atmosphere and location of a coffee shop,” he adds. “Coffee businesses must understand the relationship between patience and value for each customer they serve, and then develop their brand accordingly.”

For the majority of coffee consumers, convenience is one of the most important purchasing factors. Naturally, this means coffee businesses must adapt in order to remain competitive.

However, when it comes to adapting to these demands, there is no “one size fits all” approach for coffee shops and roasters. Finding a suitable solution to cater to this rise in demand – whether that’s selling capsules or offering mobile ordering services – ultimately depends on the needs of each individual business, too.

Enjoyed this? Then read our article on how coffee subscriptions have changed in recent years.

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However, in recent years, we have seen a growing number of specialty coffee shops serving coffee soft serve – a type of frozen dessert which uses espresso or cold brew as part of the base mixture.

So what exactly is coffee soft serve and how is it made? And with signature beverages and coffee cocktails becoming more common in coffee shops around the world, could it become more popular?

To find out, I spoke with Klaus Thomsen, Chris Sheppard, and Tibor Várady. Read on for more of their insight.

You may also like our article exploring cold brew coffee ice cream.

Where did it come from?

Klaus Thomsen is a co-founder of Coffee Collective in Copenhagen, Denmark. 

“I believe we were the first coffee shop to make coffee soft serve,” he says. “We started serving it in 2016 and it was an instant success.”

He tells me that the idea for coffee soft serve first came about following a conversation with Danish Michelin star chef, Jakob de Neergaard, who also co-owns Jacob & Jakob Icecream.

In order to make high-quality coffee soft serve, Klaus says Jakob suggested using milk with a higher fat content, as adding large volumes of coffee to the soft serve mixture could water it down too much. 

“We then borrowed a soft serve machine and carried out some tests,” he adds. “Within a day, we had created a product that everyone was really excited about.”

As well as Coffee Collective, which sells coffee soft serve (or “softice”) at some of its locations in Denmark during warmer months, more and more specialty coffee shops are starting to offer similar frozen desserts.

For instance, Rosslyn Coffee in London, UK launched its own cold brew soft serve in July 2020, while Espresso Embassy in Budapest, Hungary also started serving soft serve in mid-2021.

How do you make it?

Soft serve is similar to ice cream, but has a softer and less dense texture because more air is incorporated into the mixture during freezing. The air content can be up to 60%, but the ideal range is between 33% and 45% of the total weight. This ensures that the soft serve doesn’t melt too quickly and that it maintains its shape when served.

In general, all ice cream products (including soft serve) need to be frozen quickly to avoid the formation of ice crystals. However, soft serve is often produced and stored at slightly higher temperatures than ice cream to preserve its lighter texture – usually around −4°C (25°F).

Another important ingredient is coffee, which can be brewed either as espresso or cold brew. These extraction methods are better suited for soft serve because they result in a more intense flavour profile, which can stand out against the creaminess and sweetness of the base mixture.

Chris Sheppard is the Head of Coffee at Rosslyn Coffee. 

He tells me that for its coffee soft serve, Rosslyn uses a cold brew made with its house blend which is steeped for 24 hours. The blend is a mix of Brazilian Sitio Grande and Mariano pulped natural coffees which the coffee shop uses for all its milk-based beverages.

“We use this blend to prepare cold brew because it has low acidity levels and a prominent body, as well as flavours of chocolate, nuts, and caramel,” he says. “We think this coffee complements the soft serve well.”

Some believe that darker roast profiles work well as the intense flavours can shine through more. However, this could also enhance the more bitter aspects of darker roasted coffee, too.

Klaus says that Coffee Collective have tried using several espresso blends for its soft serve, but adds that washed or pulped natural coffees can result in a more clean and balanced flavour.

“The quality of your soft serve will never be better than the quality of your espresso,” he tells me – emphasising the importance of always using high-quality coffee.

Coffee freshness is also another important consideration for making soft serve products, as Klaus adds.

“We extract espresso using the same parameters for all of our drinks, and then add the espresso shots into the soft serve base mixture while they are still fresh,” he explains. “After 15 minutes of mixing and cooling [in a specialist machine], the soft serve is ready.”

Choosing a base for your coffee soft serve

Most soft serve products have a fat level between 3% and 6%, while ice cream usually has a fat level of around 10%.

In order to achieve the right texture, most coffee shops tend to use whole cow’s milk. This is because it has a higher fat content than most other types of milk, which results in a creamier and richer flavour.

Tibor Várady is the owner of Espresso Embassy. He tells me that the coffee shop uses organic whole cow’s milk in its coffee soft serve, which also includes espresso.

“We were inspired by Coffee Collective,” he explains. “Klaus gave us advice on how to make our own soft serve, and we use whichever coffee we are serving as espresso to add into the base mixture.”

Chris Sheppard explains that Rosslyn uses cow’s milk from Estate Dairy in Somerset, UK – the same milk used in all its milk-based drinks. 

“We also partner with Happy Endings, who are based in East London, to produce our coffee soft serve,” he adds. “When we first launched the product, we were selling around 10l a week – now we serve around 70l per week.”

The ratio of coffee to milk is also important when making soft serve, as Klaus explains:

“We aim to have a similar milk-coffee ratio to our cappuccinos, so it tastes balanced and the flavours of the coffee are not too overpowering.”

Will it become more popular?

It’s clear that coffee soft serve is a popular menu item in some coffee shops, but does it have the potential to become more common in cafés around the world?

Firstly, Klaus explains that there are some challenges which coffee shops might face when making their own soft serve products.

“The soft serve mix can sometimes clump, and if ice crystals form then it can be a problem,” he tells me. “Maintenance of the machines can also be quite challenging as they require intense cleaning.”

For coffee shops looking to make their own coffee soft serve, they need to ensure they have the space to install a specialist machine – as well as training staff on how to prepare and serve the frozen dessert.

“Moreover, when the weather gets colder, we usually don’t sell enough soft serve, but overall we manage our waste levels,” he adds.

Ultimately, this means that it is only likely to become more popular during warmer months, or in countries which have warmer climates year-round.

You can also use other types of milk to make soft serve. While Klaus, Tibor, and Chris all use whole cow’s milk, it may be possible to use other kinds of milk – although it’s important to note that results may vary.

For example, oat milk company Oatly recently partnered with ice cream chain 16 Handles to make an oat-based soft serve, which has proven popular among consumers.

As well as serving it on its own, coffee soft serve can also be used as base ingredient for other signature menu items.

“Our customers enjoy our coffee soft serve and it’s quite popular already,” Tibor says. “But this year, we focused more on serving it as an affogato.”

Klaus agrees, saying: “We also make it as an affogato by pouring espresso on top.”

Other ingredients can also be added to it, which Klaus explains further.

“We opened our own bakery, the Collective Bakery, last year,” he says. “We knew we wanted to add something new to the soft serve, so we made a coffee crumble topping. 

“The crumble dough is made from purple wheat, which is an ancient grain, which is then mixed with very finely ground coffee,” he adds. “We add it to the soft serve just before serving and it creates a nice crunchy texture.”

“At Rosslyn, we lightly dust the soft serve with 50% dark chocolate from Mörk before serving,” Chris explains. “This helps to accentuate the chocolate flavours in the coffee.”

Menu diversification is becoming more and more common in specialty coffee shops around the world, and coffee soft serve is certainly evidence of this.

As long as you make sure you always use high-quality ingredients, consider the time of year and your local climate, and make sure it’s financially sustainable to both make and serve it, coffee soft serve could well become popular on your menu.

Enjoyed this? Then read our article on adding coffee cocktails to your coffee shop menu.

Photo credits: Coffee Collective

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As part of this, coffee subscription services became much more popular during the pandemic – and continue to be today, too. In fact, according to research from the Specialty Coffee Association, between 2019 and 2020, coffee subscription sales increased by 109% in the US, while the number of companies offering coffee subscriptions grew by 25%.

So how have coffee subscription services changed in the past few years, and how might they develop in the future? To find out, I spoke with the Director of Coffee at Trade Coffee Maciej Kasperowicz.

You may also like our article on the rise of coffee subscription services.

How do coffee subscriptions work? 

Although each coffee subscription service is different, most of them require customers to sign up to receive a specified number of bags of roasted coffee. Beans are then delivered to customers’ homes as often as they choose – typically on a weekly or monthly basis.

Subscriptions with set delivery dates can help to ensure that customers receive freshly roasted coffee when they need it – and brew it when it’s at its best.

Trade Coffee is a specialty coffee subscription service in the US which offers several subscription plans.

“When you sign up to Trade, there are a number of different questions to answer, which helps us decide which types of coffee will best suit your taste preferences,” Maciej says. “We have many options – from light roast to espresso roast, and decaf to single origin coffees.

“We pride ourselves on having more than 450 coffees from 55 specialty roasters – as well as making sure that we recommend coffees that people will enjoy,” he adds.

With subscription services, consumers can customise a number of factors, such as the amount of coffee they want, whether they require whole bean or ground coffee (including grind size), and how often they want to receive their beans.

“Customers can also decide which coffees they want – ranging from fruity and light roast single origins to espresso or medium roast blends,” Maciej explains.

Why are coffee subscriptions popular?

In the months since the pandemic, it’s become clear that convenience, flexibility, and personalisation have never been more important to coffee consumers. 

Subscription services highlight all three of these factors. Firstly, for convenience, subscriptions mean customers can make a one-time payment and receive coffee as often as they like rather than having to remember to order whenever they run out.

Moreover, subscription platforms include a wide variety of coffees to choose from – meaning users often have access to many different origins, roast profiles, varieties, and processing methods.

“Many consumers value having freshly roasted coffee from a variety of high-quality local roasters,” Maciej explains. “Roasters can also reach customers in other markets by selling coffee through subscription services, which could otherwise be difficult and costly for them.”

As well as this, subscriptions allow users to personalise their coffee experience by selecting different kinds of coffee which are best suited to their taste preferences. 

For more traditional coffee drinkers, classic flavours such as chocolate, nuts, and caramel may be more suitable. For coffee drinkers who prefer to try new experiences, meanwhile, flavour profiles such as tropical and citrus fruits, as well as floral and more boozy or winey notes, could work well.

The benefits of subscription services

Alongside convenience and customisation, there are a number of advantages to using coffee subscription services.

“Customers are able to discover more unique and exciting coffees,” Maciej says. “Trade’s customers often tell us that they value having more of a variety of coffees, and that they enjoy the different stories of the roasters we work with – as well as the different roast profiles available.”

Subscription services like Trade Coffee can provide users with a broader range of roasters to buy from, especially those who may only sell coffee in certain cities or countries. Ultimately, this means they may be able to try coffees from different roasters around the world.

Freshness is also another benefit of subscription services. Ideally, coffee should be ground and brewed a few days after roasting to ensure you experience its full range of flavours and aromas. 

Subscription services generally sell coffee which is roasted to order, and can ensure that customers receive their coffee when they need it. With Trade, for example, coffees are roasted within 24 hours of delivery to ensure maximum freshness.

In addition to convenience, many coffee consumers also want their coffee to be sustainable. Now more than ever, people want to know where their coffee came from, how it was grown, and who produced it. 

Some subscription platforms ensure that the coffee they sell was produced in an environmentally and socially sustainable manner to support producers, as well as safeguarding the environment. Trade Coffee, for example, uses a Roaster Pledge, which guarantees that partner roasters have committed to a number of standards regarding coffee quality, sustainability, and a positive community impact.

Alongside the rise of subscriptions, we have also seen increasing interest in high-quality coffee equipment, including grinders and brewers.

Some subscription platforms, like Trade, also sell a range of equipment – including scales and kettles – so customers can experiment even further. However, it’s important to note that buying specialist coffee equipment isn’t essential for making great-tasting coffee.

Choosing the right coffee for your subscription

Once you have found a subscription platform which works best for you, the next step is choosing your coffee.

Although roasters often provide plenty of information about their coffees, it can still be a challenge to figure out which kind of coffee will best suit your preferences.

“With Trade, you can answer some questions about your flavour preferences, and you don’t have to pick a specific coffee – we can provide options based on your responses,” Maciej tells me.

Essentially, these questions help to define which characteristics of coffee you enjoy the most, such as a heavier mouthfeel or more fruit-forward flavours. Alongside this, specific questions can also help to establish your level of experience with brewing coffee, as well as whether you would prefer whole bean or ground and how much coffee you typically drink per month.

“We cup every coffee that we sell to make sure it is high quality, as well as to evaluate its attributes – such as roast level and acidity – in a way that allows us to match each coffee with customers’ preferences,” Maciej explains.

“Customers are also free to browse through our whole selection of coffees and find different roasters, processing methods, and origins,” he adds.

Ultimately, this means you need to ask yourself a number of questions before choosing a coffee, such as:

• What flavour notes do you enjoy the most in coffee?
• Do you prefer coffee from a particular origin country? 
• Which roast profiles do you like best? 
• Is there a brewing method you use more than others?

Maciej also tells me that Trade Coffee’s experts can help customers to select coffees which are right for them.

“Our customer experience team helps you to understand more about why you liked or disliked a particular coffee, as well as providing brewing tips and finding a subscription plan that works best for you,” he says.

The future of coffee subscriptions

In previous years, many coffee subscription plans were less flexible than they are now. However, with an increasing focus on convenience and personalisation, subscription services are sure to continue to become popular.

Specialty coffee drinkers ultimately are looking for more choice and control when it comes to subscriptions, and are demanding a more comprehensive selection of coffees.

Moreover, increasing flexibility means that subscribers are able to try new and exciting coffees – and can potentially expand their palates more. And with the demand for higher-quality coffee growing further, this will only serve to push the coffee industry forward.

“Trade is working with partner roasters to improve our operational processes and provide a range of excellent coffees for all types of customers,” Maciej says. “We want to make subscription services simpler, while still ensuring that more experienced coffee lovers can have more control over their plans.

“I think providing subscription plans for a range of coffee drinkers ensures that more and more people start drinking specialty coffee,” he adds.

Undoubtedly, this will help to elevate the home brewing experience and give consumers the opportunity to become more educated about specialty coffee.

Subscription services provide consumers with a convenient and flexible way to enjoy coffee, which ultimately adds to their rising popularity. 

Over the years, it’s become clear that demand for a wider range of coffees and roasters, as well as a higher level of personalisation and customisation, is more important to consumers than ever before.

Enjoyed this? Then read our article on personalising the online coffee experience.

Photo credits: Trade Coffee

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Within this market there are a range of plant milks – including soy, oat, almond, and coconut. As well as these options, there are an increasing number of barista-formulated plant milks which aim to replicate the creamier mouthfeel of cow’s milk.

However, despite the recent surge in popularity of dairy alternatives, some plant milks have been in use for centuries, namely soy milk, which can be traced back to 14th-century China.

It was during the 1990s that consumption of soy milk began to steadily increase, particularly in the US. But in the years since, soy milk has become less and less popular among consumers, as sales of other daily alternatives have skyrocketed – almond and oat milks in particular.

So, to learn more about why soy milk is less popular now, I spoke with two coffee industry professionals. Read on to find out what they had to say.

You may also like our article on plant milks & coffee: What does the future hold?

The emergence of soy milk

For many years, coffee shops around the world generally only served cow’s milk. However, this has changed dramatically in recent years – with many coffee shops across the globe now serving soy, oat, almond, and coconut milk, among other non-dairy options.

Although it has been consumed for centuries in some countries (mostly throughout Asia), soy milk started to become more popular in coffee shops during the 1990s. In fact, for many years, it was one of the very few plant-based options for people who didn’t consume dairy in both coffee shops and supermarkets. In some cases, soy milk was the only choice for these consumers.

Throughout the 1990s, a large number of commercial soy milks in coffee shops were heavily processed to mask their “beany” flavours that would often overpower the flavours of the coffee. However, because soy milk was often the only plant-based option in many coffee shops, sales naturally started to increase.

Moreover, in 1995, The New England Journal of Medicine published research which found evidence that higher levels of consumption of soy protein leads to lower levels of “bad” low-density lipoprotein (LDL) cholesterol and higher levels of “good” high-density lipoprotein (HDL) cholesterol. These health claims, among several others, led to a significant rise in soy milk consumption in the US throughout the late 1990s and early 2000s.

The rise of almond and oat milk

During the early 2010s, almond milk started to become much more prominent in coffee shops and supermarkets. Similar to soy milk, almond milk has been popular in some countries (particularly those in the Middle East) for centuries.

As almond milk grew in popularity, the consumption of soy milk started to steadily decline. Moreover, as the plant-based milk market began to diversify even further during the mid-to-late 2010s – notably with the emergence of oat milk – sales of soy milk continued to drop.

In 2018, according to Mintel, sales of almond milk accounted for around 64% of the US plant milk market, while soy milk only had around 13% of the market share in the same year. 

Panagiotis Konstantinopoulos is the Managing Director of Coffee Island, which operates more than 500 coffee shops in eight countries – including Greece, Canada, and the UK.

He tells me that across all of its locations, there has been a significant increase in demand for plant milks. He adds that in 2020, Coffee Island expanded its plant-based milk range from only soy to also include coconut, almond, and oat milks.

“The growth of dairy alternative milks has been significant, but our soy milk sales have dropped about 4%,” he says. Today, he adds that around 85% of milk-based beverages served at Coffee Island are made with cow’s milk, while 3.5% are made with coconut and almond, and only 1.5% are made using soy milk.

Furthermore, between 2018 and 2019, sales of oat milk skyrocketed from US $6 million to around US $40 million – largely thanks to brands like Oatly, Minor Figures, and Califia Farms. In several markets today, including the US and the UK, oat milk is by far the most popular plant milk option in coffee shops.

Why did soy milk become less popular?

It’s clear that soy milk consumption has fallen significantly since the 1990s, particularly in the US and the UK. Alongside the increasing diversification of the plant milk market, there are a number of other reasons for its decline.

One of the most prominent issues is a longstanding association between deforestation and soybean production. 

As a significant volume of global soybean production is used to feed livestock (including cows, pigs, chickens, and other animals), the volumes of soybean grown in Brazil, Argentina, and the US have steadily increased over the past few decades in proportion to population growth and meat consumption.

To keep up with growing demand, soybean monocropping has grown tremendously, which requires large amounts of land to be cleared. Ultimately, this can lead to higher levels of deforestation.

Growing concerns over rising deforestation rates, particularly in Brazil, led some soybean producers and traders to take action. In fact, in 2006, Brazil instated a Soy Moratorium (SoyM), a voluntary zero-deforestation agreement which meant signees could not source soybean which was grown on deforested land in the Amazon.

Although the moratorium was renewed indefinitely in 2016, soybean production continues to be linked to deforestation in the Amazon rainforest. For example, in 2018, a report claimed that Brazilian soybean production was linked to some 200 square miles of deforestation, according to the United States Department of Agriculture.

Deiverson Migliatti is the founder of Sterna Café, a coffee chain in Brazil.

“It is inevitable that coffee shop owners and consumers alike look for more sustainable milk options,” he says. He adds that in 2015, the company made the decision to replace soy milk with oat milk across all of its locations.

However, it’s also important to note that soy milk production only represents a small percentage of all soybeans cultivated around the world. It’s estimated that around 6% of global soy-based products are made for human consumption, with the remaining 94% developed for livestock feed.

Moreover, soybean production is considerably more environmentally friendly than the production of cow’s milk, especially when it is intercropped and grown more sustainably. For instance, cattle are estimated to contribute to around 11% of all global greenhouse gas emissions produced by human activity.

To add to this, the production of soy milk is not as water-intensive to grow when compared to other popular dairy alternatives – most notably almond milk. To produce a single glass of almond milk, it’s estimated that around 74 litres of water are required, whereas for one glass of soy milk you would require around five litres of water.

Health concerns

Despite the existence of research which supports soy milk’s health benefits, there have been several studies in recent years which also raise concerns.

“Some of our consumers are cautious about drinking soy milk, mostly because of claims that consuming genetically-modified soy products can increase the number of soy isoflavones in your diet,” Panagiotis tells me. 

As they are a type of phytoestrogen, soy isoflavones have been found to be genetically similar to the female hormone oestrogen. Some studies have found that higher levels of soy isoflavone consumption can potentially lead to developing or exacerbating several health issues, such as a higher risk of developing breast cancer and heart disease in both men and women.

However, there is plenty of conflicting evidence to dispute these scientific findings. Several studies have concluded that phytoestrogens in soy milk could even reduce the risk of developing a variety of cancers and chronic health conditions, including a smaller chance of developing breast cancer in women.

In fact, soy milk is one of the most nutrient-dense plant milks, containing high-quality fats and proteins, as well as various amino acids, vitamins, and minerals.

Other research has found that the high levels of processing in soy milk production is predominantly responsible for changing the healthy connotations of soy consumption. The continuous soaking and reheating of soybeans during production can mean a loss of isoflavones, especially at higher temperatures.

Ultimately, more scientific support is needed for any discussion about how healthy or unhealthy soy milk might be.

What might the future hold?

As the number of plant-based milk options continues to grow in coffee shops around the world, one question remains: can soy milk still retain its market share?

“The taste of soy milk can overpower the flavours of the coffee,” Deiverson says. “[Oat milk has become much more popular because] of its more neutral flavours and good performance when steaming and pouring latte art with it.”

Many consumers and specialty coffee professionals alike claim that oat milk’s neutral flavours, creamier texture, and better foamability make it a more suitable choice for milk-based coffee beverages, as opposed to other non-dairy milks like soy and almond.

The arguably more superior texture and steaming performance of oat milk have made it vastly popular in coffee shops in recent years – including in the Asia-Pacific market. In fact, a 2021 survey conducted by World Coffee Portal found that oat milk is the most popular plant milk in UK coffee shops, while sales of soy milk beverages dropped by 0.5% during the same period.

However, despite clear preferences for oat milk, other consumer studies have found that soy milk and other plant milks are rated similarly during blind tastings.

Panagiotis believes that both soy and oat milks have similar neutral flavours when paired with coffee, whereas almond and coconut options can be more overpowering. He adds that Coffee Island uses a barista-formulated soy milk that can produce high-quality and stable microfoam.

“Nowadays, oat milk is quickly becoming the most popular plant milk, especially compared to soy and almond,” he tells me. “However, in a few years, we could see more plant-based options on the market – including pea, potato, cashew, pistachio, pecan, rice, and help milks.”

We’ve already seen the plant milk market diversify significantly, with more options available than ever before – including plant milk blends containing several base ingredients, such as oat, soy, and sunflower seed.

Many of these blends have been developed to closely mimic the texture and creaminess of cow’s milk – a trend that is seemingly becoming more popular.

As oat milk continues to grow and seems poised to dominate the plant milk market, soy milk’s future in specialty coffee and beyond seems uncertain. While it is still popular in certain parts of the world, its market share is clearly falling on a global scale.

It’s important to acknowledge that soy milk arguably paved the way for more non-dairy alternatives in coffee shops and beyond, but whether or not it will experience a resurgence is certainly something worth keeping an eye on.

For now, one thing remains clear: sales of soy milk beverages on the whole are on a downward trajectory, and there seem to be no signs that this will reverse any time soon.

Enjoyed this? Then read our article on a coffee shop favourite: Why is oat milk so popular?

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One of these brewing methods is Touba coffee (also known as Sufi coffee): a popular traditional coffee beverage largely consumed in Senegal. The drink was first introduced to the country in 1902 by religious leader Sheikh Amadou Bamba Mbacké.

Over the past few years, consumption of Touba coffee has become less linked to religion and more popular further afield, with many people across Senegal – and more recently in West African country Guinea-Bissau – enjoying the drink.

To find out more about this beverage, as well as how it is prepared, I spoke with two Touba coffee drinkers. Read on for their insight on the historical and cultural background of this beverage.

You may also like our article on qahwa coffee and how it’s prepared.

A brief history of Touba coffee

One of the reasons why Touba coffee is so popular in Senegal is because it’s believed that the drink originated from the country. In fact, the beverage is named after the city of Touba – the second-most populous city in Senegal.

Initially, Touba coffee was mostly consumed as part of religious ceremonies. In the early 20th century, the founder of the Islamic Mouride brotherhood, Sheikh Mbacké (also known as Serigne Touba), is said to have introduced the beverage to other Mouride Muslims. For the Islamic Mouride brotherhood, Touba is considered an important holy place.

This is largely because of Serigne, who is a significant cultural and religious figure in Senegalese history. The country had been under French colonial rule since 1659, and Serigne dedicated his life to promoting peaceful protest in the name of independence. He believed that through Sufism (a mystic body of religious practice within Islam), social equality and peace could be achieved for the Senegalese people. 

However, Christian French colonial powers accused the Sheikh of preaching Islamic teachings (which was deemed a crime during this period), and he was forced to spend 13 years in exile in the neighbouring countries of Gabon and Mauritania. He was also placed under a 15-year house arrest upon his return to Senegal. 

It was during his time in Gabon that Serigne came across the grains of Selim – the seed pods of the Xylopia aethiopica tree, which is native to Central Africa. The seeds (also known as Senegal pepper) have a musky flavour and are used in a similar way to black pepper in local cuisine.

Serigne believed that roasting coffee with grains of Selim produced a drink which helped the followers of the Islamic Mouride brotherhood obtain more spiritual insight during prayer. Ultimately, this led to the increase in popularity of Touba coffee.

However, it’s now more common for people of all religious and cultural backgrounds to drink Touba coffee across Senegal.

Ibra Sawarè is a diplomat at the Senegalese embassy in Portugal. He says that most Sengalese people drink the beverage on a daily basis – regardless of their faith, age, social status, or ethnic background.

How is it prepared?

As well as being popular in African cuisine and traditional medicine, grains of Selim (or djar in Wolof, a native language in Senegal) are also a key component of Touba coffee, which is typically made with robusta.

Traditionally, dried and ground grains of Selim are added towards the end of the roasting process because they roast much more quickly than coffee beans. Touba coffee is usually roasted to a dark profile.

Grains of Selim add spicy and slightly bitter flavours to the drink. Common tasting notes can include balsamic vinegar, black pepper, and cardamom. 

In order to combat the increased bitterness, some people add sugar – which can give the drink a slightly thicker mouthfeel.

To brew Touba coffee, most recipes use somewhere around 100g robusta beans, 10g grains of Selim, and 800ml water. The drink is usually prepared similarly to a pour over using a cloth filter.

Some variations of the recipe can include cloves or cardamom, which are crushed and added in with the ground coffee. 

In Senegal, restaurants and street food vendors known as tanganas often prepare large batches of Touba coffee, which they roast on a stove.

The drink can be boiled for up to a day before it is served to customers. Tanganas typically use 5l of water, 1kg of coffee, and half a kilogram of ground grains of Selim to prepare the beverage in a large pot. Sugar is also sometimes added.

However, it’s now becoming more common for Touba coffee to be sold in capsule or even single-serve coffee bag form.

Does the drink have health benefits?

Ibra explains that many people in Senegal drink Touba coffee because of the reported health benefits of grains of Selim seed pods – which can also be chewed or consumed as a paste.

“In West African traditional medicine, grains of Selim can supposedly be used to treat incurable diseases,” he says. “Because of this, religious leaders started to encourage people to drink it during prayer.”

Some studies have somewhat supported these claims, although more scientific research is required to validate these findings. One 2019 study found that the seeds contain compounds with “antiplasmodial” effects, which means they may be able to combat and improve resistance to malaria infection.

Other studies have shown that the seeds also have analgesic, anti-inflammatory, antidiabetic, and antimicrobial properties – however, there is no solid evidence that they can be used to treat incurable diseases.

Furthermore, the reported health benefits of grains of Selim are mostly linked to consuming them raw, as opposed to roasted and brewed in Touba coffee. In fact, one Senegalese scientist suggests that boiling Touba coffee for prolonged periods of time could release more acidic compounds and diterpenes, potentially irritating the digestive system. 

Is Touba coffee consumption changing?

Considering the historical and cultural significance of Touba coffee, is the consumption of this beverage changing as time goes on?

Ibra says the drink is prepared and consumed for a number of different occasions; he prepares it every day at home for his family.

“Some people drink Touba coffee while socialising with their friends and family,” he tells me. “It can be served to guests, or even as a part of a spiritual ceremony.

“People also believe the drink boosts energy levels and improves concentration,” he adds.

Magatte Faye is the sales manager of Dialibatou Coffee, a roaster and retailer in Dakar, Senegal. The company sells Touba coffee blends made with robusta and arabica beans sourced from neighbouring countries.

Magatte explains that consumption of the beverage has become much more popular thanks to tanganas, and can now be found in other West African countries.

In fact, Touba coffee became so popular that in 2007, Nescafé instant coffee sales reportedly decreased in Senegal as a result of rising consumption of the beverage. It is believed that in response to this growth, Nestlé launched its African coffee range – which includes different spices and flavours.

Ibra explains that the popularity of Touba coffee is beneficial for a number of reasons.

“Besides being less expensive than other types of coffee sold in the country, it also creates more business opportunities for young Senegalese people,” he says.

Potential markets for Touba coffee

Given its popularity in West Africa, is there potential for Touba coffee to be sold in other international markets?

Magatte tells me that outside of West Africa, Dialibatou mainly sells its products in France and Canada.

“These countries are our main buyers, but other markets include the US, Italy, and Spain,” he says. “Most countries which have larger populations of Senegalese migrants export more Touba coffee.”

Magatte also believes that Touba coffee products could be successfully marketed to more consumers who drink other traditional Middle Eastern and African coffee beverages, like Turkish coffee and qahwa. 

The popularity of Touba coffee in Senegal and other West African countries is undeniable. For over a century, consumption of the drink has grown beyond religious and medicinal significance to become an everyday coffee beverage for most people in the country.

So with more companies roasting and selling higher-quality Touba coffee, there is potential for the market to grow. Whether this will happen over the coming years, however, remains to be seen.

Enjoyed this? Then read our article exploring the relationship between coffee & khat.

Photo credits: Dialibatou Coffee

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Naturally, this led many consumers to start brewing more coffee at home. According to a 2022 National Coffee Data Trends report from the National Coffee Association, a record 85% of the US population were drinking at least one cup of coffee per day in 2020.

So, in response to this boom in home coffee consumption, some coffee shops and roasters started offering remote educational courses to people interested in making café-quality beverages. 

But as Covid-19 restrictions continue to ease around the world, we have an important question to ask: will the demand for these courses continue? To find out, I spoke to three coffee professionals for their insight. Read on to learn more about what they told me.

You may also like our article on how access to coffee education changed during the Covid-19 pandemic.

Covid-19 and home coffee consumption

In late March 2020, it was estimated that some 20% of the global population were ordered to remain at home to slow down the spread of Covid-19. As coffee shops around the world closed, many consumers turned their focus to preparing their own coffee at home.

We saw a number of changes in home coffee consumption in the pandemic. Alongside a shift to online sales, we also saw more people buy from local roasters; as well as being driven by convenience, more people became invested in who they were buying their coffee from.

What’s more, sales of home brewing equipment also increased as consumers attempted to replicate café-quality coffee themselves.

Jake Holmes is the Managing Director of Mission Coffee Works in London, UK. He tells me that the company experienced a significant increase in the sales of home brewing equipment during the first few months of the pandemic.

Alongside these, one of the more prominent trends throughout the pandemic was the rise of ecommerce sales – including coffee subscriptions – as customers were unable to visit coffee shops and roasters in person.

“[At the start of the pandemic], we quickly adapted our business model and focused on ecommerce,” Jake tells me. “At the same time, there was also an increase in the sales of brewing equipment; people definitely had a keen interest in making coffee at home.”

As such, more consumers started to experiment with different brew methods and origins. Subsequently, consumer preferences started to shift, with some people buying higher-quality beans and investing in better equipment.

However, consumers also realised that having good coffee and equipment wasn’t important if you didn’t have the knowledge to accompany them. This meant many turned to online coffee resources; in fact, internet searches for “how to make coffee” and “coffee brewing tips” undoubtedly increased during the pandemic.

Why was there a boom in online coffee education?

The sharp rise in home coffee consumption during Covid-19 arguably shifted consumer preferences and introduced more people to specialty coffee. Many people became more interested in learning about different origins, processing methods, and roast profiles.

As a direct response to this, many roasters and coffee shops launched online educational platforms for consumers.

Dani Bordiniuc is a professional barista, as well as a coffee content creator and consultant. He is also the founder of Brewing With Dani, an educational platform which focuses on home barista online workshops. Prior to the pandemic, the classes were held in person.

“I was sceptical [to shift to online learning] in the beginning because I enjoy the personal connection with my students,” he tells me. “But I was surprised by how well it worked [for everyone].

“Moving online allowed me to reach more people,” he adds.

Dani says that at the start of the pandemic, many of the course participants purchased entry-level home espresso machines. However, he notes that despite investing in quality equipment, some struggled with more of the technical skills, including dialling in and tasting espresso, steaming milk, and pouring latte art.

“The course attendees were very curious,” he explains. “What started as my own project documenting my personal journey in coffee quickly transformed into an educational resource for other people.”

Will the industry keep this up?

So, with Covid-19 restrictions continuing to ease around the world, is there still an opportunity for coffee shops and roasters to maintain consumers’ interest in online coffee education?

Mila Green is the manager and head barista at Detour Coffee in Ontario, Canada. She thinks social media will continue to be a useful component of online learning as far as coffee is concerned.

“Posting on social media is a great way to keep up momentum for online coffee education,” she says. “Video formats are popular nowadays, such as TikTok, where you only have 30 seconds to grab consumers’ attention and interest.

“As coffee professionals, this pushes us to be more creative and show more consumers how to brew high-quality coffee, as well as answering any questions they might have,” she adds.

Instagram is another social media platform that’s proven popular with home coffee consumers. Over the past few years, more and more coffee influencers have begun sharing educational content via the platform and connecting with people who are interested in learning more about coffee.

“Via Instagram Live, you can chat with your followers, post polls on your stories, or use IGTV to engage with people – whichever way works best for your followers,” Mila tells me.

As well as social media, YouTube is another key platform for figures and coffee brands to lean on. For instance, the founder of Square Mile Coffee Roasters, James Hoffmann, has some 1.4 million followers of his coffee YouTube channel, which covers a wide range of topics.

For many consumers, educational coffee content on social media and other digital platforms can help to make the specialty coffee sector more accessible and easier to understand – improving awareness across the board.

Looking to the future

It’s clear that online coffee education saw a big upturn during the pandemic, but there are understandably concerns over whether this trend will continue as more people return to visiting coffee shops in person. 

Mila, however, believes that online coffee education will remain popular.

“I think that it will continue post-pandemic, but possibly in a different way to what it was before,” she explains.

She says that prior to the pandemic, most coffee businesses held more formal educational classes in person, and the target audience were mostly prosumers.

However, since then, the type of consumer interested in coffee education has diversified – meaning less informal educational opportunities are still an option.

“Now, more people are asking us questions about our equipment and about our retail coffee options,” Mila adds.

However, there is a risk that because coffee shops and roasters around the world are largely switching back to normal opening hours, the number of people interested in online coffee education could steadily decline. 

Furthermore, while some people still work remotely, many people have returned to offices and other workplaces, even if hybrid working is becoming more popular. This could mean consumers have less free time to participate in online coffee courses, as well as brewing their own café-quality beverages at home.

Jake, meanwhile, believes that consumer education will remain an important focus for some coffee businesses.

“Since the pandemic, consumers have been far more engaged and much more knowledgeable about coffee,” he says. “People now expect more from their coffee, so I think consumer coffee education is here to stay.”

Dani agrees, saying: “Curiosity is key, but we have to be careful to not overwhelm people with information, but rather give them the tools they need to continue asking questions. 

“I think it’s important that we all do our part to help with this,” he concludes.

As the world moves on from Covid-19, more and more coffee brands are returning to something resembling normal service. While this could mean that the uptake of online coffee courses could fall, some people in the industry are hopeful that coffee consumer education will continue in other forms.

At the very least, the proliferation of coffee content on social media means there are more platforms than ever before through which coffee businesses can share their knowledge and expertise. 

And with people now more accustomed to learning online, it’s likely that coffee consumer education will continue to be popular for years to come.

Enjoyed this? Then read our article on online education in the coffee sector.

Photo credits: Brewing with Dani

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When we talk about age in this context, we mean the natural, irreversible process which causes coffee quality to diminish. 

At the same time, however, we’re also seeing more and more “aged” coffees appear on the market. For instance, barrel-ageing is becoming more prominent across the industry.

As developments like these start to gather speed, it’s important to ask questions about their popularity and how we make distinctions. To learn more, I spoke to two coffee professionals. Read on to find out what they had to say.

You may also like our article on how ageing cold brew affects flavour.

Understanding how green coffee changes over time

Generally speaking, coffee’s freshness dictates how many of the flavours and aromas we can taste in a given cup. This means that fresher coffee is generally more vibrant and complex.

However, it’s important to note that green coffee stays fresh for much longer than roasted coffee. Most specialty roasters consider green coffee to be fresh for six to 12 months after it is harvested and processed.

Roasted coffee, meanwhile, loses freshness over a matter of days and weeks. This is because roasted beans are more volatile and less stable than green coffee, as the roasting process traps gases inside the beans. These gases (mainly carbon dioxide) help the roasted coffee stay fresh, but will gradually begin to diffuse out of the beans within days of the roast.

As coffee beans age, they begin to lose freshness – especially roasted coffee, as it is a much more unstable product. When this happens, the volatile compounds degrade to cause undesirable characteristics, such as flat or stale flavours.

Dr. Gerson Silva Giomo is the Specialty Coffee Head Researcher at the Agronomic Institute of Campinas in Brazil. 

“Unlike the ageing process used to make wine, the ageing of coffee is more associated with a loss in quality, rather than an increase,” he tells me.

He explains that as coffee beans age, the presence of water-insoluble compounds like lignin increases, which encourages further degradation.

“In the ageing process, flavour and aroma compounds are degraded by oxidation, and the intensity of ageing varies according to different environmental conditions,” he says. “This generates additional flavours that did not exist before [when the coffee was fresher].”

As roasted coffee gets older, more of the insoluble compounds, such as cellulose and hemicellulose, combine with the oxidised lipids and pass through cell membranes. This creates new flavours in the coffee which are undesirable, causing it to taste flat, musty, and even rancid.

Old green coffee, meanwhile, can taste baggy, papery, and woody. Furthermore, acidity diminishes over time, meaning that coffee is more likely to taste flat as it gets older.

Gerson also explains that for green coffee, appearance and colour can be used as a rough indicator of age. As green beans darken or take on brown or black colours, we can determine that they are older; conversely, fresher green coffee tends to be a green-grey colour.

How to identify old coffee

Gerson says that the flavours of old green coffee are usually distinctive and recognisable.

“In general, older or past crop coffee has less sweetness, less acidity, and less body than fresher coffee,” he explains. “Additionally, it can taste like jute bags, cardboard, or dry wood, depending on how old the coffee is and how it was stored.”

Prior to roasting, older green beans will increase more in size compared to fresher coffee. Furthermore, they will also be less dense than fresher coffee, which should be taken into account when roasting them.

Gerson also notes that roasted coffee becomes shinier over time, as more and more of the oils unlocked by roasting migrate to the surface.

How does coffee age?

Although old coffee – whether green or roasted – is likely to have lost its flavours and aromas, there are a number of distinctions between the two.

Green coffee

Fresh green coffee is generally defined as being from the current harvest season – though this depends somewhat on the country it is grown in.

Past crop coffee refers to coffee that is left over from the previous harvest, and is therefore older than coffee from current harvests. However, it’s important to note that past crop coffee can still be high-quality and have desirable attributes.

Roasted coffee

As roasted coffee gets older, it loses its freshness quickly. Most specialty roasters recommend brewing roasted coffee no later than a month past its roast date to experience the coffee’s full spectrum of flavours and aromas.

But what about “resting” coffee?

Once roasted, coffee requires a short rest period to release some of the carbon dioxide which is created during the roasting process. This is known as “degassing”.

Coffee can be considered too “fresh” if it is brewed too quickly after roasting, as the higher volumes of carbon dioxide can block the extraction of certain desirable volatile flavour and aroma compounds. As such, it must be left to degas.

Intentional ageing

When we talk about coffee ageing, we generally associate this with undesirable qualities. However, there are a number of processing techniques which rely on ageing to change or enhance flavours and aromas.

Many of these processing techniques have been used for centuries in countries like India and Sumatra. One of the most prominent examples is Monsoon Malabar, which exposes the harvested coffee to monsoon rain and winds along the coast of Malabar for between three and four months. 

Typically, this process results in more earthy and spicy flavours, with a much heavier body.

Trevor Jermasek is the Operations Manager and green coffee buyer for Water Avenue Coffee in Portland, Oregon. 

He emphasises how it’s important to be aware of these cultural differences around the term “aged coffee”, as it doesn’t always indicate a lower quality.

For the most part, however, roasted coffee beans cannot be intentionally aged, like with processing techniques or barrel-ageing. This is because roasted coffee is much more unstable than green coffee, and the coffee’s flavours have already been developed considerable during the process of roasting.

Ageing coffee for processing

Some of the most well-known coffee processing methods which involve intentional ageing are used in Java, Indonesia, and the Malabar region of India. One of the best-known examples of this is Monsoon Malabar processing.

As part of this processing method, the beans are exposed to monsoon rains and wind, and are continuously rotated in driers to release the moisture. After the ageing process is complete, they are sorted and graded before being rested again.

Although the ageing process usually lasts for a few months, some regions can age coffee for years at a time – this is particularly prominent in Sumatra. Gerson tells me this results in a much thicker mouthfeel with almost no acidity.

Each country often has its own denomination of origin (or geographical indication) for its respective aged coffees, which means they are defined by the region they are produced in. Ultimately, this means the flavours cannot be truly replicated in any other part of the world.

However, for many of these coffees, even though they are aged, they are generally still delivered in the same crop year. Because green coffee is non-volatile and considered stable, and it ages more slowly, it is only considered past crop when a new crop year comes around. 

This means that green coffee aged for several months can still comparatively be considered “fresh”.

Exploring barrel-aged coffee

More recently, we have seen another trend gathering speed: the practice of barrel-ageing coffee.

This involves placing green coffee inside of barrels which have been used to manufacture beverages such as whiskey, wine, rum, and other alcoholic drinks.

Trevor tells me that Water Avenue Coffee produces wine barrel-aged coffee.

“When we barrel-age coffee at the roastery, we place fresh green coffee beans in freshly emptied barrels which have been used to make wine,” he says.

As green coffee is highly susceptible to a number of environmental conditions, the wood of the barrel will influence the flavours in the coffee,

“In our barrel-ageing process, we intentionally manipulate the flavour of the beans,” he explains. “The coffee will absorb the intense aromas and residual wine moisture from inside the barrel.”

Naturally, this leads to more fruity and “funky” flavours once the coffee is roasted and brewed.

“The process results in coffee with a unique wine-like character that mimics the intense fruit-forward flavours experienced with natural processed coffee”, Trevor says. “We often get tasting notes like dark chocolate, cherry, port, oak, strawberry jam, or fig.

“To some extent, barrel-aged coffee is like high-end flavoured coffee,” he tells me. “It’s important to source distinct, high-quality coffees that can become the foundation for completely new and unique flavours that can only come from the ageing process.”

Trevor explains that the total length of time it takes to age the coffee depends on how much moisture is contained in the wood of the barrel. Generally speaking, the coffee will be roasted anywhere from two weeks to one month after ageing is complete.

“More and more roasters are experimenting with ageing coffee processes in a lot of different ways,” he concludes.

Although we might associate freshness with quality, aged and old coffee are not the same.

Ageing is an important part of exploring new flavours and mouthfeels in coffee, and does not always imply a coffee of lower quality. Old coffee, however, is more than likely to have lost the majority of its flavours and aromas – resulting in a dull, flat cup profile.

When it comes to ageing coffee, the more that is understood about the process, the more we can appreciate these coffees. While the flavours may not be for everyone, it can be a new experience for some consumers.

Enjoyed this? Then read our article on Café L’Ambre, where coffee is aged for 23 years.

Photo credits: Embrapa Café, Water Avenue Coffee

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This policy forced around half of the population in these cities to remain at home at any given time as a way to decrease the number of Covid-19 cases. Naturally, this placed immense pressure on local businesses (including coffee shops) which had to adapt to the sudden reduction in footfall.

This has only stopped in early June 2022, when the majority of hospitality businesses in Shanghai were allowed to reopen, including the 6,500 coffee shops in the city. However, many businesses are still unable to operate at full capacity, which raises concerns for many coffee shop owners and baristas.

Felipe Cabrera is the CEO and founder of Ad Astra Coffee Consulting in Shanghai. He has been working in the Chinese coffee industry since 2015.

In this article, he explores how China’s zero-Covid policy has affected Shanghai’s coffee industry, as well as how the sector is looking to regain its economic footing.

You may also like our article on how coffee shops can draw customers back after Covid-19.

How has China dealt with the pandemic?

As many other countries around the world continued to loosen pandemic restrictions in 2022, the Chinese government announced that theirs would return in an attempt to reduce the number of Covid-19 cases in the country.

At any one time, full or partial lockdown measures meant that millions of people in cities like Shanghai and Beijing had to remain at home for weeks on end. Naturally, this meant that coffee shops also had to close their doors.

As a means of reducing pressure on local businesses (and citizens), Shanghai authorities cordoned the city into three types of zones. Areas with recorded positive Covid-19 cases were lockdown zones, while areas without recorded positive cases in the previous seven days were classified as control zones. 

The third type covered areas in Shanghai with no recorded positive Covid-19 cases in the previous 14 days: precaution zones. In these areas, residents were allowed to go outside for a few hours each day – mainly to supermarkets, pharmacies, hospitals, and even work places (if they were located close to their homes).

In early May 2022, according to the Shanghai Daily newspaper, very few districts in the city had low (or “zero”) levels of recorded positive Covid-19 cases. What’s more, the zone status of an area could change suddenly – and lead to an immediate shutdown.

Even in the city’s neighbourhoods which were categorised as precaution zones, coffee shops were unable to provide delivery services, and therefore remained closed. 

These Covid-19 restrictions had severe financial implications for Shanghai’s coffee culture – even larger chains like Starbucks and Luckin Coffee. Both Starbucks China and Yum China (which owns national KFC and Pizza Hut brands) expressed concern over declining sales if the zero-Covid lockdowns were to continue.

The impact on Shanghai’s coffee shops

During the height of the lockdown in Shanghai, around 900 Starbucks stores were forced to close. In early May 2022, Starbucks reported that its store sales in China decreased 23% during the second quarter of the year – demonstrating why the company was concerned over zero-Covid measures.

So with larger chains like Starbucks and Luckin still very feeling the impact of the lockdown, how were smaller, independent coffee shops affected?

Many specialty cafés have been experiencing the impact of the pandemic even before China’s zero-Covid policy was enforced.

For example, coffee brand Yuzhou had to close all five of its Shanghai locations from mid-March 2022, continuing from four closures when the pandemic first hit the country.

Towards the end of March 2022, other coffee shops, such as haru.ESP Coffee, were unable to source enough delivery drivers (外卖骑手 in Chinese) to keep up with orders. If delivery times could not be guaranteed for the customer, many coffee shops were concerned that it would be detrimental to business in the longer term, and instead chose to close altogether.

Waste has also been an issue for some coffee shops in Shanghai. Towards the beginning of the lockdown, café owners were continuing to order regular levels of stock, such as milk and coffee beans.

However, as footfall abruptly decreased, many coffee shops were forced to dispose of the high volumes of milk and coffee they had bought. Others, meanwhile, were able to sell stock to customers and members of WeChat groups – mostly to people who were already isolated at home.

Local company Radar Coffee also reported selling stock through WeChat as a means of continuing business and reducing waste.

During lockdown, many smaller coffee shops in Shanghai were keeping a close eye on how larger chains were operating. This is because any news about reopening Starbucks or Luckin stores was a likely sign of a wider reopening for independent coffee shops in the city.

Has lifting restrictions helped?

Following a two-month lockdown, Covid-19 restrictions in Shanghai eased in early June 2022 – reviving the city’s coffee culture. This allowed residents in “low-risk” areas to leave their homes – meaning hospitality businesses were able to reopen at reduced capacity.

Initially, customers were not allowed to eat or drink inside coffee shops. To accommodate for these restrictions, baristas took orders and served drinks from a small table placed at the front door of coffee shops.

But for many specialty coffee shops, the ongoing decline in foot traffic was still detrimental for sales. 

According to Radar Coffee, it was more sustainable to fully close its stores throughout the various phases of lockdown until conditions had stabilised, as opposed to opening locations on a more sporadic basis.

While some coffee shops chose to close their doors, others remained open and found new ways to boost sales, such as focusing on roasting. In one particular case, a 800 yuan bottle of natural wine (worth around US $120) was served in a coffee shop in an effort to attract more customers.

However, indoor dining restrictions in Shanghai have since been lifted, meaning customers can now visit coffee shops again. On 29 June 2022, Starbucks resumed indoor dining across 800 locations in the city, but government rules only allow a 50% to 70% seating capacity at any time (depending on the size of the store).

Overcoming challenges in the future

Much like other global cities, there will likely be a sharp increase in consumer spending as Covid-19 restrictions in Shanghai loosen – undoubtedly benefitting local coffee culture.

According to an online survey conducted by boutique market intelligence company STCAVISH + CO, Shanghai’s residents are keen to visit restaurants, coffee shops, and bars after the two-month city-wide lockdown. Around 52% of respondents stated they wanted to visit a restaurant as soon as they possibly could.

For Shanghai’s coffee shops, it’s safe to assume that recovery will be quick and positive, particularly for larger chains like Starbucks and Luckin.

Starbucks China reports it is still on track to open a total of 6,000 stores in the country by the end of the year. In the third quarter of 2022 alone, the brand was operating 5,135 locations – giving it a strong basis from which to grow.

But whether or not this recovery will be sustainable in the long-term remains to be seen. China’s wider coffee industry has already taken a substantial hit after shipments of imported green coffee were left stranded at ports and warehouses in Shanghai as a result of lockdown restrictions. For reference, Shanghai accounts for around 30% of China’s total green coffee imports – which could potentially have devastating impacts on the country’s coffee sector in the medium and long term.

For now, some local specialty coffee shops are experimenting with new ways to attract customers, such as selling instant coffee products, coffee concentrates, and single-serve filter coffee bags. 

There will undoubtedly be an increasing focus on delivery services and ecommerce in the Chinese coffee market over the following months. And with more rental vacancies soon to be available in the city (similar to the growth of Shanghai’s rental market in 2020), we could see more coffee shops opening across the city in the near future.

There’s no denying that lockdown measures have already had serious economic consequences for many coffee shops in Shanghai, but it’s difficult to predict how China’s Covid-19 restrictions will the affect city’s coffee culture in the long term. 

However, as the city steadily reopens, it’s likely that consumer spending will increase – boosting sales for many coffee shops. Whether or not this recovery will indicate further sustainable growth remains to be seen.

Enjoyed this? Then read our article on why coffee delivery is so popular in China.

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