Blue Coffee Box

In the UK around 65% of us still drink instant coffee. In Europe, it’s 2% and the USA, it’s 7%. But why do we spend so much money buying real coffee in Costa and Starbucks? Because we prefer good coffee.

The ground coffee stocked in supermarkets is old and stale (there are no “roasted on” dates). And most coffee is over-roasted (ie, burnt) so that cheap beans can be mixed together and the taste masked by over-roasting. Adverts point us to “dark” or “continental” roasts. That’s the burnt stuff. We use milk and sugar to cover the bitter taste.

Real coffees taste as varied as wine. They have hints of flavours from fruit and floral to chocolate and nuts. Different countries produce totally different coffees and it takes a specialist roaster to bring out the real flavour.

After all, if quality restaurants have so many wines on offer, why would you settle for standard coffee?