For paid subscribers: A look at what makes coffee health studies so attractive to news organisations and readers, and how such stories also benefit the coffee industry.
Coffee is always in the news, from health studies to novel products to stunt job postings. But what do these “earned media” stories tell us about the motivations behind such coverage?
To meet demand and cut costs, many coffee companies—legally—mix sought-after Kona beans with cheaper coffee from other regions. Now, Hawaii has passed a law mandating that bags labeled as Kona actually contain 51% coffee from the Kona region, upping the percentage from 10%. However the law has proven divisive, with some in the industry worried that it could increase prices and deter customers from buying the more expensive beans.
More influential industry voices are adding to the growing calls to delay implementation of the European Union’s deforestation legislation. Vanusia Nogueira, director of the International Coffee Organization, told a coffee summit in Honduras: “We can’t meet that date; it is not possible.”
Demand for coffee is increasing—whole bean coffee in particular—indicating a growing interest in home brewing. A new report looking at Amazon data shows that demand for whole-bean coffee has increased 46% over the last year.
In case you missed it, here’s my latest deep dive—on Starbucks’ attempts to market itself as a community gathering space (successfully at first, less so in recent years):
I'm the creator and writer of The Pourover. Based in Scotland, I have over a decade of experience in the specialty coffee industry as a barista, roaster, and writer. Ask me about coffeewashing.
Fionn Pooler
