Revolution Coffee Manifesto

It is time for a Coffee Revolution! 

Too long have we been the subservient thralls of the coffee Bosses, forcing us to drink their stale, bitter, burnt and limp brew. It is time to rise up! We can take back the power and enjoy truly amazing coffee every day, for a reasonable price. The dream is in our grasp, all we need to do is stand up for our right to great coffee, and demand what is rightfully ours!

How did we get here?
Coffee first appeared in Europe after it was imported from Africa in the middle of the 17th Century. As the European Imperialists spread the coffee plant throughout their colonial empires over the next two hundred years, many of the best coffee producing areas were discovered and planted. 

In 1938 Gaggia of Milan patented a design that would become the foundation of the modern espresso machine. This discovery has led to the most intense and delicious coffee flavour and aroma possible since coffee was first discovered. Since its original discovery by a humble goat herder in Ethiopia, coffee has made its way across the world and has become the most traded global commodity, second only to oil! 

Regrettably, there has been a steady decline in the quality of cup offered to the masses (you and me) by the coffee Aristocrats. Ironically there are more coffee shops around than every before, but the their signature brew is a burnt and bitter offering that their propaganda chiefs have cast like a spell on the general public.  

It is time to reprogram yourself

Fresh is...

• Green beans that have been roasted in the last two weeks.
• Roasted beans that have been ground in the last 5 minutes
• Ground coffee that has been prepared in the last 15 seconds

Fresh is not…

•   coffee that has been roasted and stored (in any method) for more than two weeks. 
•   coffee that has been roasted and distributed over Canada, or North America. 
•   coffee that has been ground and stored in any kind of bag, puck, container or other doodad. 
•   coffee is not something that has been brewed and left in a pot for 20 minutes! 

Fresh coffee comes from beans that are roasted pretty close to your local espresso bar. It is prepared lovingly with freshly ground coffee, filtered water and a warm cup by the trained staff at your favourite coffee shop.  

What is the problem?

To enjoy excellent coffee is simple: all you need is quality beans, skilful roasting and careful preparation. Unfortunately, in the rush to make massive profits the emphasis has shifted from a great cup of coffee to start your morning, to something else. That something else doesn't actually benefit the coffee drinking Proletariat (you and me). It does however make a big profit for the coffee Bosses that want to keep us down in the coffee drinking slums!

And don't let them fool you... great coffee doesn't have to be expensive. Did you know that on average coffee farmers are paid $2 for every pound they grow, and that a pound of speciality coffee retails for about $17! Whoa, that is a lot of profit!

So, tomorrow when you are queuing up at that ubiquitous coffee chain to buy your cup of joe, think about what they are trying to sell you. Is it anywhere near to the best coffee you have ever had? Is it really what you want? If not, go out and find a local espresso bar and try them out - I bet you will be surprised... I bet you will never go back!