A smell and look of the beans told me already that the coffee was very over roasted and when served the coffee it was so bitter that in order to be polite and drink it I had to put a bit of milk and sugar which I never do in my coffee.  It was one of the worst coffees I have had  in a long time.

We discussed the coffee, the issues of Direct Trade vs Fairtrade, Single Estate vs Blends, dark vs medium roasts, Biodynamic vs Organic, etc....in the end I was told that they were not interested in our coffee as they like the one they serve.  

Now there are many reasons to not change suppliers, ranging from price to quality of service or established long term contracts.  I did not mind that they were not interested in our coffee but it really bothered me that an establishment was OK with serving bad Organic Coffee as it gives the whole organic coffee movement a bad name that it is already struggling to overcome.  I strongly believe that it is indeed important for our whole industry to promote quality coffee and in particular quality organic coffee as part of an education of the UK consumer.  

Yes, of course, individual choice is what matters and what is good for one is not good for the other.  But serving bad coffee, I just don't understand it.  I guess it has to do with the issue posted in my last post - the expectation A Dark Rich Roast regardless how bitter it is. 

A Dark Rich Roast

However, when it came down to an actual taste test, the great majority did not pick A Dark Rich Roast.  

The survey went on to theories as to why this happened but their conclusion was one of consumer conditioning.

Over the years customers have been told to expect A Dark Rich Roast but along with this they have been provided bad quality coffee that is over roasted and bitter.  When presented with an option of a quality coffee that is well roasted and with a smooth flavour, the majority chose to move away from their preconditioning of the rich roast expectations.

Sadly so many of the consumers in the UK have been preconditioned to expect horrible tasting coffee but worst yet is that so few are truly offered an alternative.  

Every time I attend I always leave feeling a bit ...ummm, disheartened may be the word.

Do people rather consume beautifully descriptive adjectives than the product itself?   

Small visitors are welcome at our biodynamic farm.  These little guys would not be welcomed at a conventional farm.  Yes, they affect productivity but it is all about balance.