Supermarket vs Specialty Coffee

Many people I speak to and serve still buy coffee for their home coffee brewing from the supermarket. If this decision was made purely for financial reasons then, ok, we get it. Times can be tough so some things need to be within the budget. However, if this decision has been made simpy because we are unaware of the possibilities of Specialty Coffee and what it brings to our daily brewing rituals; I think this is a travesty and this is a conversation we need to have.

So, what’s the difference?

The main differences when I think about comparing Commodity Coffee from the supermarket and Specialty Coffee from a local roaster come down to traceability, roast degree and flavor. There are definitely others, however, let’s speak a little into these for now.

Traceability refers to information available regarding the origins of the coffee’s used in the blend or single origin. Details such as country, estate, farmer, coffee varietal, processing method and elevation of terroir, just to name a few.

Roast Level / Degree

This refers to how light or how dark the coffee has been roasted. Think of the settings on your toaster as a metiphor for reference. Colour ranges from a very light brown to acrid black.

Flavor

Clearly this pertains to how the coffee tastes, however, coffee isn’t just coffee when it comes to flavor. Some coffee’s lend themselves to certain brewing processes and others are better with or without milk. Other sensory differences are acidity, mouthfeel and body.

A table set up with Cupping for coffee evaluation

Traceability

Basically, any small to large specialty roastery will be able to or already provide their customers with information regarding their coffee’s pertaining to traceability. Many have also formed direct relationships with growers to secure high quality coffee’s and better prices for producers. These relationships have been maintained for years and even decades. Commonly, roasters will list Country, Region / Estate, Elevation, Varietal and Flavor Notes on their packaging. This may also be complemented with a story card detailing the growers and producers behind the coffee as well.

Supermarket Coffee rely on packaging and elaborate marketing to encourage purchases from the shelves. Almost all commodity coffee is bought at the market price with profit being the main purchasing factor. Little to no consideration is given to producers and quality of the coffee is quite low.

I love reading the stories behind where and who produced the coffee we are roasting or drinking at any given moment. There’s a sense of adventure in what you might discover in the flavors of the coffee. How the terroirs of the land and the hard work of the people are present in each sip. It can be very exciting and addictive.

Green Coffee prior to roasting

Roast Level / Degree

Supermarket Coffee is generally roasted in the Dark to Very Dark spectrum of roasting. The main reason this is done, is to negate any of the flavor taints, defects and inconsistencies associated with the low grade coffee’s used in the blends. When coffee is roasted very dark, most of the sugars and acids are cleaved and carbonized, leaving bitter notes that inevitably “cover up” any issues regarding quality and ensure that the coffee almost always tastes the same. Bitter.

Specialty Coffee on the other hand does it’s best to preserve the flavors, acids and characteristics during roasting. Roasters and owners will constantly “cup” (assess) batches roasted and differing degrees to ensure they are presenting the coffee the best way that they can. Carefully practicing their craft, Specialty Coffee Roasters spend countless hours and roasts to deliver the best products that they can.

Typically Lighter Roasts lend themselves to most soft brewing methods (filter, batch brew, french press, aeropress) and Medium to Medium / Dark roasts can be better for espresso. Take this into account when purchasing coffee from your local roaster, or ask them to guide you with what’s good at the moment for your preferred brewing method.

Filter Coffee at a Specialty Coffee Roastery

Flavor

Good coffee should taste good black.

Provided the brewing parameters are solid and your espresso game is up there, your coffee should taste good black. If it doesn’t, it might be time to think about where you’re buying your coffee from (or it could just be you).

Have you ever tried to drink Instant Coffee black? It is super tough to get through. Supermarket Coffee is almost as bad in my opinion and although there are some well known brands out there on the shelves, there is an issue that cannot be disputed. Shelf Life.

All supermarkets need products that are shelf stable and will last a long time. We recommend coffee be consumed within 40 - 60 days from the roasted date. Instead what you will find on coffee in the supermarkets is best before dates with no information available to the consumer on when the coffee was roasted. The best befpre period could be more than 10 times that of our suggested use by and then be oxidised and even worse.

Specialty Coffee just tastes better. This is due to the higher quality coffee’s used. Higher density of coffee. Higher moisture content. More acids and sugars present and available. Better roasting. More care taken by producers, processing and handling. Higher knowledge of staff and those that deal with the coffee’s. It’s all just basically better. Including flavor.

So the next time you need coffee for home, don’t go to Coles or Woolies. Find your local roaster and go on a coffee adventure. You won’t regret it.