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The Culture of Coffee

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Mackenzie Carter

on 21 March 2014

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Transcript of The Culture of Coffee

The Culture of Coffee
Spain
History of Coffee
Brazil
USA
Mackenzie Carter, Chris DaCruz, Tyler Zajic
BUS 302

It is said that the coffee plant was first discovered by a goatherd in the Ethiopian highlands.
He noticed that his goats became full of energy after eating berries from a certain tree.
He reported his findings to the monks at the local monastery, and thus the coffee drink we know and love today was born
Types
Culture: Coffees of the day
Culture: Service and Consumption
Coffee Today
In today’s world, coffee is consumed all across the globe.

Is there one Coffee Culture?

The ways that coffee is grown, harvested, roasted, brewed, served, and enjoyed differs widely around the world.

Spain, Brazil, and the US are 3 of the top 25 countries in annual coffee consumption per capita.
History
History
History
In 1670, Dorothy Jones of Boston became the first American coffee trader.
History Cont.
Culture
The American Diner
Culture Cont.
The Boston Tea Party of 1773was planned in a coffeehouse called "
The Green Dragon
".
Furthermore, both the New York Stock Exchange and the Bank of New York were founded in coffeehouses on what today is known as
Wall Street
.
1914-1918 during World War I, dehydrated packets of coffee were standard in military rations.
In following the years after WWI from 1920-1930's, the number of coffee houses grew 450%. This was due to the fact that
returning soldiers were use to drinking coffee several times a day, which would eventually
lead to the concept of the iconic American diner.
During the WWII era from 1940-1950's, America invented the concept of the "coffee break".
The 1970's birthed specialty coffee houses, most famously Starbucks in Seattle in 1971.
1995-Present Starbucks has become a pop culture reference and its business model has been copied worldwide.
The idea was founded by Walter Scott
The first establishment was started in 1872 in Providence, Rhode Island as a "night lunch wagon" to serve those who worked and played long after the restaurants had closed as 8 pm.
Diners are community gathering places where
people from all walks of life and origin share a home cooked meal with a "cup of joe" in a friendly and comforting atmosphere.
The culture of American diners have
impacted aspects of life including cooking,
dining out, design, politics, movies, books
and songs.
Specialty Coffeehouses
The birth of specialty coffeehouses began in Seattle in 1970's. (Starbucks founded in 1971)
Provides a sense of community and connection, in a social and interactive atmosphere.
Coffeehouse components include food, books,
live music, art shows, Wi-Fi services, and
reward systems.
Coffee originally came to Spain with Turkish immigrants.

Not much coffee was actually grown in Spain

They developed a method for roasting that produces very dark, almost black oily beans that make very strong coffee that is known as Spanish Roast, or Dark French Roast.

Various drink customizations to inspire the human spirit. Different roasts and espressos in numerous flavors, as well as, seasonal favorites.
Legend has it Portuguese immigrants smuggled coffee beans into Brazil against the will of the French in 1727.
Types
Typica and Bourbon are the two Arabica "Brazil" coffees most popular across the globe.
Culture
Economic
Brazil exports more coffee than double the amount of any other country
Culture Continued
The most typical coffee orders are:
café solo
café con leche
café bombon
café con hielo
café americano
café cortado
café carajillo

Served at almost every business engagement at any time, night or day
Coffee is woven into the fabric of the Spanish daily culture.

The usual morning for a Spaniard begins with a café con leche, as it is the most popular way to drink it in the mornings.

Then another coffee is consumed during their break, known as Merienda, and it is usually a café solo, which is a strong, dark brew usually served in a small glass or cup.

More coffee is consumed throughout the day with other meals and after dinner.
The way in which coffee is served in Spain is an experience all its own.

Coffee shops are usually quite formal in Spain.

The customers are appropriately dressed and the atmosphere is fairly reserved.

In a bar or cafetería, the coffee experience can be much more informal.

“Beyond its undeniable quality and the unrivaled variety... It also represents more than a drink, actually it’s a way to relax and celebrate life.”
Cultural Compare & Contrast
Brazil
USA
Spain
2nd largest coffee consumer in the world
One major type of coffee common to drink throughout the day: Cafezinho
The coffee culture in Spain is very formal, as is coffee shop experience.
Brazil
USA
Spain
largest coffee consumer in the world
Formal and informal settings are appropriate for coffee
Usual to drink coffee throughout the day, informally and/or formally
The consumption of coffee in Spain is a time to relax and read the newspaper or chat among good company, and it should be treated as such.
Made mostly in espresso machines.
Typically brewed by pouring boiling water over coffee grounds in a pan and manually filtering it
18 billion dollars spent annually on specialty coffee
The culture of coffee is interwoven throughout the daily routines of Spaniards.
Time for coffee is usually a time to relax and enjoy a good read or great company.
Coffee is served in very small portions.
Portions are relatively small, but very strong
Conclusion
Dark roasts are prevalent
Coffee is woven into the daily routines of the people
While it is served, brewed, and viewed differently amidst these three countries, it is safe to say coffee has become a dominant culture adopted and practiced daily across Spanish, Brazilian, and American communities.
Larger average coffee cup size.
Wide variety of coffee drinkers with different routines
Everyone drinks coffee!
Major importers of coffee
Popular with youth
Rarely drank at night
More customization of drinks
Coffee boom pulled Brazil out of recession and into modern industrialization
Favorable agricultural conditions led Brazil to become the world's dominant coffee producer by 1830
25 major types of coffee. 2 most popular: Arabica and Canephora.
Arabica coffee accounts for 70% of the world's coffee production.
Arabica coffees are referred to as "Brazils" internationally due to their Brazilian origin.
Employs 8.4 million of Brazil's workforce
Holds 1/3 of the world's production (#1 producer in the world)
Social
Coffee served all day at almost all business locations in Brazil

Typical coffee is medium roast called Cafezinho and is extremely sweet.
Impolite to refuse a cup of coffee
Coffee is a staple & frequent in the daily Brazilian adult diet
Full transcript