Good to the last drop

What makes a perfect pot of joe? Is Fair Trade really fair? "God in a Cup" author Michaele Weissman talks about the history, and our continuing love affair, with that divine drink -- coffee.

By Monica Bhide

Read more: Coffee, Life, Eat and Drink, Food and Travel, Monica Bhide

June 30, 2008 | Journalist Michaele Weissman says she had her first real cup of coffee in 2005; everything before that was "hot water and Ritalin." The revelation came in the form of a double-shot 12-ounce cappuccino with whole milk made with specialty coffee purveyor Counter Culture's Toscano espresso blend. It was a concoction she remembers as tasting "as luxurious as cashmere, bringing mouth memories of caramel, chocolate and hazelnut." Baristas call this epiphany a "Godshot moment."

Now a self-described coffee obsessive, Weissman spent a year visiting coffee plantations around the world in search of "the perfect cup of coffee" and documented this enviable journey in a new book, "God in a Cup." Her book comes at a time when coffee is, well, hotter than ever. 2007 saw $12 billion in sales for specialty coffee -- defined by the Specialty Coffee Association of America as "the highest-quality green coffee beans roasted to their greatest flavor potential by true craftspeople and then properly brewed to well-established standards." Recent studies have shown that high coffee consumption may actually lower the risk of heart disease, and America's consumption of specialty coffee just keeps climbing. According to the 2008 National Coffee Drinking Trends Study, 17 percent of the adult population consumed a daily gourmet beverage in 2008, compared with 14 percent in 2007.

But what makes a cup of specialty coffee worth $5, or $8, or in the case of Hacienda La Esmeralda Special, the crown jewel of the coffee world, worth more than $130 a pound? Salon spoke with Weissman in Vienna, Va., inside -- where else? -- a coffee shop.

You say that while coffee is one of the most popular drinks it is also one of the most misunderstood or little understood beverages. How so?

Probably a billion people around the world drink coffee every day, and yes, for the most part, they know little about the contents of their cup. Coffee is damned confusing -- growing it is complicated, processing it is even more so. Coffee politics and economics are contentious and off-putting. And until the last dozen or so years, coffee markets were completely controlled by traders who had little interest in transparency.

Then there is the culinary aspect. Coffee has had few champions in the culinary world. Unlike wine, a beverage to which coffee is often compared, the professional culinary elite and foodies in general have paid little attention to coffee. If you don't believe me, check out the coffee at most high-end restaurants.

Maybe this lack of attention to coffee has something to do with coffee's relative newness. People have been growing grapes and making wine for thousands of years, but the coffee bean has been exploited commercially much more briefly -- coffee didn't arrive in Europe until the 1600s. Coffee doesn't really have a place in the culinary pantheon, but I strongly believe that is beginning to change. At least I hope so.

When did you get interested in coffee?

In 2005-2006, I had this sense that the post-Starbucks generation was demanding and drinking better coffee at work, so I did a piece for the Washington Post on the upscaling of office coffee. That's when I first heard the term "specialty coffee," and that's when I learned that the specialty sector of the coffee business generated a ton of money, was growing fast, and that it was run by a bunch of geeky young guys whose passion for coffee reminded me of Steve Jobs' devotion to computing.

So what exactly is specialty coffee?

Coffee grows in about 50 different countries strung along the equator. Before being sold, coffee is graded by professionals. Most of the coffee in the world is sold on the commodities market, the so-called C market.

Specialty Coffee is, however, not sold on the C market. It is sold by quality-oriented exporters to quality-oriented importers for prices that vary but are generally above the C market price.

Professional coffee tasters -- they're called cuppers -- grade coffee on a scale of 1 to 100. To be considered specialty, coffee needs to earn a cupping score of 80 or above. The best specialty coffees have cupping scores above 84 or 85.

But you were talking about the young coffee guys.

That's right. When I started reporting on coffee, one of the first things I noticed was that the high end of the specialty business was being driven forward by a bunch of young entrepreneurs and coffee buyers who had this amazing passion for coffee. Most of them were guys -- although there are a lot of terrific women in specialty coffee -- and they infuse the specialty business with an ethos that is brainy, smartassed and testosterone-charged.

In your book, you describe them as being part of the "third wave" of coffee. Can you explain this wave theory?

Well, this whole wave thing in specialty coffee is controversial, but here's the gist of it:

A bunch of very talented young guys who commonly refer to themselves as the third wave entered the specialty coffee industry in the 1990s at a moment when travel was cheap and technology was transforming communications. Being young and adventurous, they decided the way to buy coffee was to get their butts off the bar stools at the Intercontinental Hotel in Bogotá or Guatemala City, travel 10 hours over miserable roads up into the mountains to the farms and cooperatives where coffee is grown, meet coffee farmers and buy directly from them or their representatives. These travels were transformative for the specialty industry and for the coffee guys themselves.

The third-wave coffee guys, happily unfettered by degrees from Wharton, decided the only way to ensure that farmers earned a decent living was to change the way the specialty business is run. Instead of buying low and selling high, they decided the specialty coffee business had to run on a model that said: Buy high and sell high. These guys -- and many older people and women who operate at the high end of the specialty business -- are totally committed to increasing what quality-oriented coffee farmers earn. The only way to do this, they say, is to pay more and charge more.

Next page: As a social justice program, Fair Trade ain't that great