HISTORY OF COFFEE

Coffee is the traditional beverage prepared from coffee beans derived from the processing and roasting of cherries of coffee plants. The history of coffee is profoundly vested in that of human history with prolific references towards the origins of coffee found primarily in the region comprising of Ethiopia, Sudan, and Kenya. As per Anbalagan & Lovelock (2014), the origins of coffee are found in a well-demarcated region in the world that is conclusively referred to as the Coffee Belt that is spread across various regions in Latin America, Asia Pacific, and Africa. The popularity of coffee has increased substantially in modern times which implies particular indications towards the quality of coffee (Anbalagan & Lovelock, 2014). The quality of coffee is substantially dependent on the unique geographical conditions where the coffee beans are produced which have led to the classification of single-origin coffee. Single-origin coffee is characterized by sourcing from a single geographic region and involves the wide assortment of beans acquired from various farms and estates in the region.

This provides an excellent opportunity for obtaining variation in the quality of beans from a single region albeit with the negative consequences of compromising in the quality of beans for accomplishing certain price benefits. Therefore Jolliffe (2010) said that single-origin producers limit this gap by providing beans cultivated on a single farm or estate in a given geographical region in the Coffee Belt. Coffee beans are classified into two general classes of variants including references to Coffee Robusta and Coffee Arabica (Jolliffe, 2010). Coffee Arabica is used for preparing aroma and gourmet coffee while Robusta is used in blends as well as soluble coffee products on the grounds of its higher caffeine content as compared to that of the former. The terroir that is defined in the context of coffee farming reflects essentially on the landscape in which the coffee would be cultivated referring to the soil type, elevation, annual rainfall, and temperature variation. As per Johnston (2010), the terroir is equally responsible for the distinct aroma of a particular coffee bean as the processing methods implemented for coffee such as dry processing and wet processing (Johnston, 2010). The dry processing method is considered effective owing to the sophistication as well as the final outcome in the form of a smooth and heavy-bodied product. The association of coffee as an integral part of human civilization since ancient times and the propagation of coffee as an essential aspect of modern culture has led to the perception of coffee as an art form.

Essay – Organisational culture

The link between coffee and everyday life could be ascertained from a sociological perspective in which modern society considers coffee consumption as a sign of rejuvenation and preparedness for daily activities. The issues associated with coffee production can be profoundly observed in labour shortage, variations in temperature and rainfall due to climatic changes, and the unfair practices in payment of producers. As per Lyon (2013), the connection of coffee with hospitality can be profoundly observed as a result of the association of coffee as an element for leisure. The ritualization of coffee as a source of hospitality is ensured through marketing as well as cultural and value based association with coffee (Lyon, 2013). Coffee culture across the world can be generically defined as the accepted norms in a specific culture or region regarding coffee consumption. The impact of a nation’s cultural dimensions could also be found to influence the coffee culture in a country. The example of homogenized coffee culture can be cited in the case of the United States and heterogenized coffee culture can be found in the case of Japan.
Coffee tourism is a novel concept in the context of a coffee culture that can serve as a product extension for obtaining sustainability of the culture. The different types of coffee tourism that can be availed by people are identified in the different regions such as Colombia and Sao Paulo in Latin America, Addis Ababa in Africa, and Hanoi in Vietnam which lies in the Asia Pacific region (Scott, 2003). Coffee tourism also implies the perception of coffee as a sense of place since the destinations imply coffee in their essence and a foreigner would find the place to be authentic to itself in coffee production. The sophistication and attention given to coffee production can be considered as major reasons for coffee being viewed as a sense of place.