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"I believe that the American coffee industry is doing itself irreparable harm by mass marketing mediocre coffee at a low price. I think that what is happening today in the coffee business is just a forshadowing of the eventual indifference of the total American public to the world of drinking coffee.
-Edward Bransten, 1969
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Thirty years later, despite the boom in the specialty coffee business, despite the behemoth from Seattle, these words ring true. "Cappuccinos" from machines in convenience stores and "gourmet coffees" in discount department stores are just two examples of the damned Americanization of the blessed bean.
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"Coffee should be black as hell, strong as death, and sweet as love." --Turkish proverb
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