The coffee origin topic is a seed that sprouts a thousand branches. Fair pay. Quality beans. Environmentally sustainable farming techniques.
Kona coffee, a rare and famed Hawaiian origin, has been struggling with an image problem for years. Every time I’ve searched for it I would see countless advertisements insisting just how much more authentic they are than the competition. Little bit of a red flag, right? This ‘hidden in plain sight’ issue has finally reached a head: Daily Coffee News has posted a report on the staggering $13 million lawsuit targeting several roasters and wholesalers for false advertising.
A lot of Hawaiian coffee on the market barely has any Kona beans. Some have none at all. Today’s coffee businesses are well aware, using sly marketing campaigns that actively bank on consumers having little to no clue what goes into coffee sourcing, much less why it’s even important. Several cash settlements have already been made, though the issue is ongoing and is including such industry titans like Safeway and Wal-Mart. Expect to hear more about this.
Coffee origins aren’t just a series of trendy buzzwords to be recited at a party. They give us a bigger picture on what we’re buying, as well as who we’re supporting…or rather, not supporting. I want to support the delicious and unique coffee that comes from Hawaii, not exploitative tactics that bolster big business at the expense of local farmers.