Educational Book
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EnglishVoice Age
Middle Aged (35-54)Accents
North American (General) North American (US General American - GenAM)Transcript
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social history quality makes a comeback to conclude. Let's return to the social history of roasting and bring it to its rather surprising conclusion in the 20th century. Although pre roasted pre ground coffee sold under brand names claimed Mawr and more of the market in industrialized Europe in America during the first half of the 20th century, older customs hung on In Southern Europe, many people continue to roast their coffee at home. Well into the 19 sixties and even in the United States, small storefront roasting shops survived in urban neighborhoods. As the century wore on, however, the trend toward convenience and standardization accelerated by the 19 sixties. Packaged coffee identified by brand name dominated the urbanised world. Coffee was sold not only pre roasted in pre ground, but in the case of soluble coffees, pre brood. I recall visiting two of the world's most famous coffee growing regions in the 19 seventies and finding Onley instant coffee served in restaurants and cafes, most Americans and Europeans who are now called consumers. I had forgotten that coffee could be roasted at home, or even that it could be ground at home. Coffee doubt was appeared in their consciousness perhaps even in their dreams as round cans or bottles with familiar logos on the sides. The simple process of home roasting became a lost art, pursued in industrialized society only by a handful of cranky individualists and elsewhere by isolated rule people who roasted their own coffee as much from economic necessity as from habit or tradition. Canned coffee became a favorite product offer at Great Savings to lure people into large stores. The tendency to use coffee as an advertised, loss leading sale item helped make it one of the most cost sensitive food products of the 19 fifties and sixties and understandably undercut the quality of coffee inside those colorful cans. Commercial can blends that were reasonably flavorful at the close of World War Two became flat and lifeless by the end of the 19 sixties. At that point, as I mentioned in Chapter one, a new phase of the coffee story began a counter movement to the march toward uniformity and convenience at the cost of quality and variety. The few small shops that still roasted their own coffee and sold it in bulk provided a foundation for revival of quality coffees that has gone far to transform coffee consuming habits in the United States and many other parts of the industrialized world. This revival is usually called the specialty coffee movement. Thus, the end of the 20th century is witnessing a return to the coffee roasting and selling practices that dominated at its beginning, with people buying their coffee in bulk and grinding it themselves before brewing. Perhaps the United States, which has led the world down the superhighway of convenience, maybe pointing it back along the slower road toward quality and authenticity.