The specialty coffee market is booming, but not all brands are genuine. Some companies exploit the "specialty" label to mislead consumers. This practice, termed "Specialty Coffee Washing," is akin to greenwashing, where brands falsely present themselves as sustainable without real effort. Many brands offer low-quality coffee while marketing a few specialty products. This misrepresentation can confuse consumers who may believe they are buying high-quality coffee.
• Many brands use low-quality beans and ignore fair trade principles.
• They market their products using attractive packaging and misleading videos.
• Some companies sell a majority of low-quality coffee while claiming to be specialty roasters.
• Consumers are often unaware of the true standards of specialty coffee, allowing these brands to thrive.
Understanding these deceptive practices is crucial for consumers. By learning about specialty coffee, choosing reputable brands, and supporting fair trade, individuals can help promote a genuine specialty coffee market. This shift can lead to better quality coffee and fairer practices for farmers.
Enjoying the read? Subscribe for free to one of the fastest-growing newsletters and get weekly coffee news (TL;DR updates) delivered right to your inbox.