With all the effort being taken to refine this crop, a lot of attention is being paid to it. The specialty coffee industry is one of the fastest growing industries in the developed world. Everywhere new brands, new boutique coffee shops and new, avant-garde concepts are popping up. Coffee is sexy, coffee is hip; coffee is…fashion. More and more, people are beginning to appreciate the complexities and endless scope of coffee, both as a beverage and as a tool for social experiments. Coffee tastings are now akin to gallery openings, coffee fests are now mingling places for the sophisticated and chic. Knowing good coffee is like knowing good wine or good cheese-it puts you up there with art and fashion critics. Coffee houses can no longer just be water holes for those on the daily grind-although they must be those as well-but they are not experiences-eclectic, beautifully designed spaces as visually and mentally stimulating as the perfected brewed and presented espressos that are served there. Perhaps, very soon, coffee will be the drink of choice at cocktail parties and soirees, held delicately in hand while the glamorous drinkers stand in circles and chat. Perhaps, this is already the case.
Micro-roasting is the process of roasting dried coffee beans in small quantities – under 150 lbs – as opposed to the larger, more industrial processes utilized in roasting coffee. True Blue coffee beans are not exposed to any mechanical methods but rather time-honored techniques which respect the character of each bean. Micro-roasted coffee is hailed as the best tasting coffee on the retail market due to its rich flavours, intense aromas and high quality. True Blue Jamaica Blue Mountain coffee is 100% Arabica beans, cultivated at 3900ft which are hand-selected by farmers, fermented for 24 hours, washed and rinsed, then hulled and graded, are carefully monitored by our two highly qualified Roastmasters, who take care to ensure an even roast in each ordered batch well known for its premium flavour and aroma.
Coffee as a beverage has evolved by leaps and bounds over the past century. However, nothing compares to the breadth of change that has occurred more, the revolutions that are currently in motion and those yet to come. Coffee has a future and it is bright.