June 2007

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“Enjoy life, give your best and surround yourself with good quality in all that matters.”

That is Jalima Coffee‘s motto. It’s not just something a marketing company stamped on their package — it’s what they truly believe. It’s the heart and soul of the company.

Enjoy life, that’s a given. We all want to enjoy life. If not, then what is the point? Why do we have an enjoyment nodule in our brain if it’s not meant to be used?

To truly enjoy life, you need to find your calling. For some, it’s making wonderful coffee. So you find your calling, and you start doing it … and you do it well, which will cause quality. Quality in what you do, how you live. You give your best and you get the best in return.

Guess what happens when you do that? You enjoy life. The more you enjoy life, the more you give your best. The more you give your best, the more quality will surround you.

It’s what I call a self-sustaining loop of goodness. It’s also an excellent way to run a coffee company. This is evident the moment you taste Jalima’s Organic blend.

I brewed my first cup a little too weak — it was still good but not as good as it could be. So I very carefully brewed my second, and it came out perfect.

The first thing that struck me about this coffee is that it’s velvety smooth. It doesn’t just glide over the palate, it caresses it. The taste that blossomed surprised me with vivid fruity notes, underpinned with a touch of caramel. Delicious. Not bold, not too mellow, just right down the center, and only mildly acidic.

As you keep drinking, the caramel notes build and the fruitiness wanes. By the time you’re at the bottom of the cup it actually starts to get chocolaty. I was genuinely sad that I didn’t have any more to drink.

And this struck me as I finished the second cup … this coffee is pampered. You can tell. You can taste it. They pamper the coffee and then in turn it pampers you.

Which leads right back into that self-sustaining loop of goodness thing I was talking about.

Once again it’s official: Jalima’s coffees are definitely groovy brews. The fact that this one is organic is just icing on the cake.

From my last couple of posts you can tell I was venting some frustrations, and yes, I’ve been spending time in a new office with bad coffee, and living in hotel rooms with bad coffee.

What’s worse than bad coffee?  Having to drink it after being spoiled by remarkably good coffee (see several posts previous to the two negative ones).   Which brings me to a concern of mine: if I drink only superb coffee, is it going to skew my view of what a coffee should be?  In other words, if all I wear is gold, will I ever be happy with copper again?

I don’t know.  I guess we’ll see?  After all, what’s wrong with only liking the best?

If everyone insisted on the best, would that not force all coffee growers, roasters, and marketers to improve or perish?

Speaking of which, I’m a bit nervous.  Inland Empire Coffee is sending me some of their beans to review.  These guys are legendary … am I going to be spoiled rotten?  Even beyond what I already am?

We’ll see…

A big shout out to Cliff and Ralph for mentioning GroovyBrew.com on their IE Coffee Radio Show this weekend.  I’m honored!  Thanks guys!

Riding along on the tail of Office Coffee from Hell is its twin brother, hotel room coffee.

Usually this is slightly better than the office coffee, but suffers from the same problems.

It’s a questionable blend, often including Robusta beans. It’s usually quite old and stale, having set in a warehouse for years. And, they never provide enough to make a decent pot of coffee.

Once upon a time, some hotel somewhere had this great idea of putting a coffee pot into every room, and the idea was such a hit that all the other hotels cursed and kicked the dirt and grudgingly did the same. Painful as it was to them — as it no doubt cut into their profit margin — they had no choice because customers are a fickle lot. They for some reason like the idea that someone might actually care about them, and want to cater to their needs.

So all the other hotels said, “Okay! Fine! We’ll put a stupid coffee pot in the rooms.” And they did, but then searched far and wide for the cheapest possible coffee on the planet to go with them. That coffee, of course, sucks. It tastes like hot muddy water with ground up porcelain and a dash of mold.

Yet, if you go down to the lobby, these very same hotels usually serve very good coffee during their free continental breakfast — which they were forced to provide because some hotel, somewhere, started the trend. And you know all these hotels curse that fact as well.

Unless you want to actually bring your own coffee, my suggestion is to take your empty pot down to the continental breakfast and fill it up and take it back to your room.

And take that nasty bag of so-called “coffee” they provided, write NO THANK YOU on it with a large permanent marker, and leave it at the front desk as a reminder that people really don’t appreciate crap.

What’s wrong with this picture?

This, my friends, is a sack of old, stale ground coffee. Lord knows how old, and no one knows what’s in it. There is no list of ingredients. My guess by the taste is that it’s at least 50% Robusta beans, maybe more.

Robusta beans suck even if they’re fresh.

If that wasn’t bad enough, there’s about 1/3 of what it takes to make a pot of coffee in this bag, but the instructions say to use this one bag to make 12 cups of coffee.

Ladies and gentlemen, let me introduce you to the reason corporate office coffee tastes so awful. Most corporations only grudgingly provide free coffee to the employees, and in doing so, want to spend as little as they can. Their solution is to hire a coffee service, such as this one, to provide this coffee.

This company, themselves, want to make as much profit as humanly possible from this so-called service.

What do you end up with? Something that in my opinion tastes like dirt mixed with crushed bugs.

I’ve tried to improve the taste. I’ve tried brewing it stronger. It didn’t help — this coffee is a lost cause. The only way to make it drinkable is to add a significant amount of sweetener, and flavorings, and creamer.

This is American corporate office coffee from Hell.

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