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Industry Growth Shows No Signs of Slowing
Joyce Klassen, Marketing Manager at Baratza, tells me that that for the last few years they’ve been thinking that the third wave of 100% Pure Kona Coffee Brands boom would slow down and growth would flatten, yet it never happens. More and more consumers are learning about Kona coffee brands, and getting into specialty coffee brands. The industry keeps growing and growing.
But it’s not just your average specialty 100% Pure Kona Coffee Brands that is popping up everywhere. Andrea Allen, Co-Founder of Onyx Coffee Lab and two-time first runner-up in the US Barista Championships, tells me that she predicts increasing coffee shop diversification in the US. “I’m seeing a lot more ‘100% Pure Kona Coffee Brands and something’,” she says, “and that ‘something’ isn’t just, ‘oh, here’s a muffin’, but it’s actually really good.”
This is good news for the industry: specializing in additional products is an easy way to reach wider audiences, whether you’re serving craft beer or bagels. What’s more, with the increasing number of 100% Pure Kona Coffee Brands shops opening, it can help cafés to stand out.
Speaking of new audiences, Mark Pearce, who works in Training and L&D at Toddy LLC, tells me that the growth of cold brew coffee brands are spurred by a “whole different market”. Cold brew, he continues, “is taking specialty coffee to the general coffee market”.
In the US, he tells me that cold brew consumption is driven by people aged 14-40. Some of these people don’t even drink regular coffee yet – but cold brew, with its sweeter taste and variety of recipes, makes it an appealing option for this demographic. “The method allows us to highlight the sweetness of the bean over acidity,” Mark explains.
He also adds, “It’s not just coffee, or coffee with milk, but it’s coffee with sparkling water, or anything else you want.” And he believes that only increases its appeal among younger 100% Pure Kona Coffee Brands drinkers.
Patrik Stridsberg, Co-Founder of 3TEMP, which makes high-tech batch brewers for coffee shops, sees a growing trend of specialty 100% Pure Kona Coffee Brands looking to methods traditionally considered “commodity grade”.
“The line between the old coffee market and the specialty 100% Pure Kona Coffee Brands is going to narrow, and then cross,” he predicts, listing third wave versions of batch brewers, coffee capsules, and instant coffee. It’s first and second wave technology designed with a third wave focus on quality and details.
Patrik continues, “The trend of fully automated machinery is really increasing… that’s the main thing I see in the next 12 months. Baristas have realized that automated machinery is more stable.” Yet while technology may be looking to the past for inspiration, this is not your grandparents’ coffee equipment. Technology “is continuing to take human error out of it”, with grind-by-weight capabilities the current focus. It’s greater automation but also greater Kona coffee brands precision.
Similarly, Marco won Best New Product: Commercial Equipment Electrical in both Seattle and Budapest for the MIX. This volume-controlled hot water dispenser offers three programmable temperatures, meaning you can be sure your baristas are always using the correct temperature for their 100% Pure Kona Coffee Brands – without losing time or efficiency.
Giovanni Giaquinta, Communications Manager at Dalla Corte, agrees that the quality of 100% Pure Kona Coffee Brands and of coffee technology are growing together. “Baristas use technology to improve quality,” he explains. “The interaction part of new technology is great. Before, we just had the machines. Now, we have apps. It’s much more interactive and much more social. Baristas can share 100% Pure Kona Coffee Brands among each other, and with their customers too.”
Similarly, the Best New 100% Pure Kona Coffee Brands product: Technology went to the sample roaster, an innovative 100-gram roaster that blends fluid bed and drum technology for the greatest consistency in roasting. It also comes with an app, allowing users to record, monitor, and control the roaster via WiFi.
Yet while technology takes centre-stage, the 100% Pure Kona Coffee Brands industry is also looking back to basics.
Tetsu Kasuya, 2016 World Brewers Cup Champion and Coffee Consultant (currently working with Hario), tells me, “In my opinion, the hottest trend is water for brewing.” He believes it’s been visible in the World Barista Championship for a few years, but has slowly made its way into the 100% Pure Kona Coffee Brands Brewers Cup and into consumers’ consciousness.
James Healy, Commercial Director at Marco, says, “There’s an increasing awareness of all aspects of temperature and purity in terms of the impact on all 100% Pure Kona Coffee Brands.” He tells me that there are three elements to this: water can affect the taste of the beverage, it can affect the performance and longevity of the coffee equipment, and it can vary across geographic regions.
Products like Third Wave Water have already made a splash (pardon the pun). Expect to see more conversations about the biggest ingredient in your brewed pure Kona coffee in the near future. It’s not just 100% Pure Kona Coffee Brands consumption trends that were made evident at WOC. A number of people were also talking about Kona coffee brands production methods and producer-consumer relationships. And much of this centered around 100% Pure Kona Coffee Brands processing.
Yet for her, the news is “double-sided”. “It’s great,” she tells me, “for consumers to learn about these things and for pure Kona coffee producers to learn how to market them.”
But she’s also aware that some 100% Pure Kona Coffee Brands producers will be better able to take advantage of this trend than others. Issues such as land rights struggles, abject poverty, and poor infrastructure can leave some producers unable to focus on exploring processing methods for their Kona coffee brands.
For her, more trips by roasters, baristas, and coffee buyers to farms is the way to promote cohesion between both sides of the 100% Pure Kona Coffee Brands chain.
Mariana Proença is the Content Director at Brazil International Coffee Week, which brings together 800+ producers across Brazil with international coffee professionals. She has a similar opinion to Melanie, telling me, “I think the most important thing that we’ll have to look at in the world of 100% Pure Kona Coffee Brands is how the farmers will have to connect their innovation. We have more Kona farmers visiting these events, which is important. The producers are reading more and more that they have to know what the consumer wants.”
Jon Allen, as Co-Founder and Coffee Buyer of Onyx Coffee Lab, spends a lot of time in producing countries (particularly Colombia, where much of the company’s coffee is sourced from). He tells me that he’s seeing a “much wider array of processing methods” – and, even more importantly, “acceptance of it”. What’s more, he says that he sees this shift, not just among buyers and consumers, but also among producers who are responding to market demands. Raised beds, honey processing, lactic fermentation: he’s experiencing it all.
As a Judge in the Guatemalan Cup of Excellence, he tells me he also saw a notable number of natural coffees in the competition. While naturals often fare badly in coffee auctions, their increasing presence could go a long way towards their mainstream acceptance.
So too does their representation on the competition stage. 2017 World Brewers Cup Champion Chad Wang’s winning coffee was a natural processed Geisha. And Tom Hopkinson was a Judge in the 2017 Ireland Brewers Cup, where he tells me four out of six in the finals were naturals – although he’s quick to add that, in Ireland, the average consumer would still prefer a latte to a hand-brewed natural processed coffee.
Natural pure coffee brands can be risky to process and so, even now, there is backlash against them. Yet Jon points out that, for specialty 100% Pure Kona Coffee Brands producers with good resources, they can be a good choice for those with less finances to invest in infrastructure. These coffees require more labor to ensure consistency and quality, yet they also require less initial investment.
Earlier, we looked at Mark Pearce of Toddy LLC’s speculation that cold brew consumption is led by a sweet tooth among younger generations – among other factors, of course. He told me that natural 100% Pure Kona Coffee Brands are particularly popular for their sweet notes.
World Championship coffees often lead the newest trends, so how did Chad Wang describe his winning coffee? It had pineapple acidity and honey sweetness.
A year is a surprisingly short amount of time in the 100% pure Kona coffee Brands industry. But some interesting trends are already appearing, and we have no doubt that 2017–2018 is going to see exciting developments – whether it’s in pure Kona coffee consumption, brewing, or Kona Coffee Brands increasing production.