With all the visits to the local roasters and roasting my own coffee, I thought I would never run out of coffee, but I did. Worst of all, I did not have time to go to any roasters. Starbucks was an option, but for some reason I wanted to try out something new. So I tried World Market, and found something surprising.
Coffee From World Market
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| World Market has a section dedicated for coffee |
World Market has two shelves dedicated to coffee in the food section, great! They also have section for their tea which is about the same size as coffee section.
Not Much Selection For Whole Bean
My first disappointment comes when I try to see each of the package to select which bean to pick. All the bags I see are already ground. Really? For all the coffee lovers, you know what ground coffee means : stale. I have to admit that these shops are targeting regular consumers who might not have grinders. Out of about 30+ selections of coffee, only 5 are whole beans.$2 More For Fair Trade Certified
Out of 5 available options for whole beans, there are two colors : brown and green. The difference? Green one is two dollars more ($8.99 vs $6.99) and it is labeled as "Fair Trade Certified". OK, it is pretty common these days to pay extra for "fairness", but I always wonder how non-fair coffees are purchased in that case.World Market Costa Rican Tarrazu Coffee
After serious consideration between 5 selections, I picked Costa Rican Terrazu, the only fair trade certified whole bean option available in the entire World Market. |
| World Market Costa Rican Tarrazu Coffee |
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| World Market Costa Rican Tarrazu Coffee - Back |
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| World Market Costa Rican Tarrazu Coffee - Their roast is darker roasted |
No Roast Date?
I noticed something seriously wrong after I got home and looked at the package again. I have been going to all the serious coffee roasters around and I always see Roast Date noted on all the coffee I buy.
World Market does not have Roast Date.
Instead, there is "Best Before" next to mechanical bar code indicating "Best Before" four months from today. Wow! Who knows how long has this coffee have been on the shelf before today. Coffee is known to have the peak of its taste for about a week after roasting. Four months. Really?
Is this how the large companies treat coffee and distribute? Do they keep coffee on shelf for months without telling consumers when the coffee was actually roasted?
I decided to explore how other "Consumer Coffee" are being distributed by these large companies.
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