Every day millions of Americans pull into 7-Eleven, Mobil Stations, Wawa, McDonalds, Burger King, Wendy's etc. and buy lousy coffee.
Or at the supermaket they throw another can of Folger's, Maxwell House, Cafe Bustelo or other canned swill into their basket, only to brew a cup of factory runoff at home.
They're drinking tasteless, bitter, palate-kiling coffee that needs cream, sugar, or dead tastebuds to pass underneath their nose.
That coffee is also coming from desperate low-income farmers with no incentive to offer high-quality coffee.
The whole distribution chain is premissed on cheap coffee that is barely drinkable once sugar and cream are added.
And for the same price as that $0.99 cents for a cup out, they could brew in at home or the office, making AMAZING coffee from some of America's best coffee roasters and brew it at home.
Gone would be the bitter aftertaste. Gone would be the need for enough sugar and cream to kill an elephant. They wouldn't complain of acid reflux and reach for a handful of Tums with every cup of coffee. They'd be actually enjoying a cup of coffee for the first time -- maybe God forbid without so much sugar and milk. On the way to work, class, or to home they'd be having the most inexpensive luxury break avilable to us commoners. It would be lower calorie without all the sugar.
They'd also be buying from farmers proud of their product, motivated to improve their quality, investing in their communities. A cup of gourmet coffee is something we can be proud of, from the farmer to the customer in their cup.
You'd don't need lobster bique to feel rich. Or a Mercedes. You need a cup of rich aromatic gourmet coffee. There are only 3 things certain in this life -- death, taxes, and the better cup of gourmet coffee.
Good luck, caffeinated friends -