No Elephants Were Harmed in the Making of This Coffee!
I love trying new coffee and I pay great attention to how companies choose to market their products. In my 8 years as a coffee professional I’ve experienced some of the best and worst coffees one can find. I’ve also come across some beautiful bag designs and some rather bold claims.
I came across the latter just the other day. This bag of coffee had more ornamentation than a 4 Star General: Organic, Fair Trade, Rainforest Alliance, Bird Friendly and (get this)…Vegan!
I have NOTHING against being vegan. In fact, some of my favorite people are vegan and I have a great respect for their decision. Making the compassionate choice to live a vegan life is wonderful. Here’s the thing though… We’re talking about a bag of coffee beans, not a prepared drink (which may contain milk, sugar or products using animals). All non-flavored coffee beans should be vegan. We, as roasters, don’t add anything to our coffee before roasting it.
To me, the addition of “vegan” to that coffee’s list of certifications was misleading. They didn’t lie. They simply told what should be an obvious truth in a way that suggested otherwise. A way to entice a fast-growing market without having to change or offer anything new.
I think people deserve better than that, so I’m offering it.
This upcoming Saturday (July 22nd) will be the 3rd of my 4 “Summer Nights” coffee pop-ups at Caffe Caldo in Huntington Beach and it will be a vegan night! Not just vegan foods, but a signature iced espresso drink that will be vegan as well.
Our drink, the Vegan Cinnamon Toast Crunch Iced Latte will feature our Good Morning Beautiful coffee blend.
My dear friend Katelyn of The Bakoery will provide 3 deliciously vegan treats designed to compliment the taste profile of our drinks:
If you’re in the area, please join us. We’ll have Iced Coffee, Pour-Overs and of course, our Vegan Cinnamon Toast Crunch Iced Latte. I’ll also have some freshly-roasted beans for sale.
Here’s to quality over gimmicks. I hope to see you there!
Shawn (the roaster)