This isn't about flavor notes, nor origin. It's about breaking monotony, while others try to preserve the status quo […] because coffee doesn't have to be serious or formal […]
This is a fragment from a well-known coffee brand advertisement in a particular country. The campaign appears to promote a coffee party—or something along those lines, although the message isn't entirely clear.
Some readers might find the tone of this article somewhat "exaggerated," as we're going to examine the potentially harmful implications hidden beneath what initially appears to be a "beautiful" message. Some may even argue, "It's just a simple ad." However, that very fact—that it is an ad—is precisely what makes it an interesting case for analysis—or rather, a case for reflection. It invites us to dive deeper into concepts previously explored in the article The Executioner.
In The Executioner, we explored a vital and omnipresent component in any organization: the human factor, expressed through organizational or corporate culture. We drew on the work of Capriotti (2009), who outlines that a triad of beliefs, values, and behavioral norms shapes this culture. The conclusion was that organizational culture is the true essence of a company. It determines how members behave, make decisions, and—often without realizing it—how they outwardly project what the organization genuinely stands for.
"This isn't about flavor notes"
Although we haven't explored topics like wine, beer, or coffee in the journal yet, it's clear that coffee and tea share certain similarities.
Without going into too much detail, it's disheartening that a company would choose to dismiss its main virtue, taste, when dealing with a product as rich in nuance as coffee. Brillat-Savarin, a jurist and the author of what's considered the first work of gastronomic literature, understood this importance. He argued that a nation's destiny is shaped by the way it eats.
We've previously noted that taste is a personal experience. However, it's also true that there are standards that help us evaluate the quality of products like coffee. If I were the company behind that ad, rather than fearing that people might discover the spectrum of flavors (and thus the authentic taste of my product), I wouldn't conceal that possibility with a slogan like "this isn't about flavor notes."
Instead, I'd suggest something like: "This is about getting lost in a world of flavor." Notice that I didn't say, "This is about becoming a professional taster." Not at all. I merely presented the positive side of their message, conveying the idea that—regardless of whether someone is a trained cupper—anyone can perceive and enjoy flavor in their own way.
"nor origin"
This is the most troubling of all the claims in this advertisement, especially from a coffee company.
Despite the immense diversity within the coffee world, it generally falls into two major categories: blends and single-origin coffees.
In simple terms, single-origin coffee comes from the same source, location, or region. This means the beans are harvested from a single crop, cooperative, farm, or specific area. While the concept may seem straightforward, it can have various interpretations in practice (Daniel D., 2020).
Even though the ad doesn't explicitly mention "single-origin," it does mention origin, and whether the coffee is single-origin or not, origin allows us to trace its source. In other words, where did it come from? Where was it grown? Which cooperative, farm, or region produced it? Or even better, which hands helped bring that bean to your cup? This is what we call traceability.
And why all the fuss? It's simple: to ignore origin is to erase people. In other words, it's to dehumanize coffee. Let's not forget that we're talking about a company that profits from this product. So, what does it say about a business that carelessly states, "this isn't about flavor notes, nor origin," effectively erasing the very people who make its product possible?
This company prides itself on "breaking the monotony while others uphold the status quo," claiming that coffee "doesn't have to be serious or formal." And truly, this isn't about making coffee something rigid or elitist.
But if they genuinely wanted to disrupt the status quo, they could begin by transforming the coffee industry from within, starting with educating their consumers.
Sure, there's nothing wrong with seeking fun and breaking from routine. But claiming to be "different" through a coffee party doesn't challenge the status quo. It's more like, let them have a circus when there's no bread.
One can only hope that this company, equipped with ample resources, would sincerely break the status quo by empowering customers with the knowledge they need to judge and form their opinions about coffee. After all, if you have nothing to hide, you have nothing to fear.
While I could name and shame the company behind this nonsense, I choose not to—not out of fear, but because I'm willing to lose the battle to win the war. I trust the algorithm will be fair enough to show you the ad I'm referring to. After reading this, I hope you, dear reader, will be able to form your own opinion and reconsider who you trust with something as important as your daily cup of coffee.
This isn't about being a coffee connoisseur. It's about securing a dignified future for the people who, day after day, work tirelessly for a company that, by its own declarations, denies their existence. Those who fail to learn from history are doomed to repeat it. And unfortunately, the East India Company wasn't as far back as we'd like to think.
Let's not forget: every action we take—or fail to take—matters.
Satoricha ~
References
Capriotti, P. (2009). Branding corporativo: fundamentos para la gestión estratégica de la identidad corporativa. Business School Universidad Mayor.
Daniel D. (2020, Agosto 31). Coffee Talk 101: Understanding What Single Origin Coffee Is. Copan Coffee Roasters. https://www.copancoffeeroasters.com/blogs/news/coffee-talk-101-understanding-what-single-origin-coffee-is?srsltid=AfmBOorTC-kvAmYkW-tYOAo-ec9BjQBJH4OyhEEnnsdrI-vRDeskLziK