Remember the days when the main quality distinction between Colombian coffee qualities were Excelso and Supremo? Those were the days…
Looking back just a few years in time, it is evident that the development of ‘Specialty Coffee’ as a term and as a mindset has changed how we perceive coffee, how we describe it (with flavor attributes), how we communicate about it (as a product from a concrete place and person) and how it is traded (transparently). One may take these things for granted today. As we all should.
Soon Colombia will celebrate its 10th year as member of the growing and still exclusive group of coffee producing countries that have been scrutinized and recognized by the Cup of Excellence (CoE) program. The program’s mission is to bring farmers to the forefront, by acknowledging both their existence andindividually crafted products.
Up until ten years ago ‘Colombian Coffee’ had been presented to the world by a very different marketing concept. As early as in 1958, the Colombian Federacion Nacional de Cafeteros (FNC) created Juan Valdez, a marketing mascot playing the role as a personification of the Colombian Coffee Farmer. ‘He’ is not only a fictive figure, but has represented FNC’s marketing concept which, quite tellingly, has been a presentation of the entire community of Colombian coffee farmers, meant to build a collective pride as a nation of coffee famers. And it has worked well for a long time.
The Cup of Excellence program celebrated its 100th competition this month. Susie Spindler, the program’s director for many years has chosen to step down, thus we should take a moment to reflect on her formidable and significant contribution; building CoE’s credibility by holding firmly to it’s protocol, which has helped to define Specialty Coffee as we know it today. CoE, under Susie’s tenure, has helped create an understanding of the individual origins it has been present in since the program’s inception in Brazil, 1999.
Looking back at a hundreds of years of coffee history, this understanding has developed a long way in a very short time. Thank You Susie!
Read the whole article by CCS’ Robert W here.
At LCDC this topic will be covered extensively with Carlos Arévalo’s presentation about “The New Wave of experimental processing techniques in Colombia”, Cupping and Discussions facilitated by Oliver Strand