Re: sad day for Kona Farmers

On Sun, 29 Jan 2006 13:29:37 -0500, "Jack Denver"
<nunuvyer@xxxxxxxxxxxx> wrote:

>Is it just me or has there been an outbreak of elitism on alt.coffee lately?
>
>
>Yes, this is a fate worse than death - to have your coffee served to the
>unwashed masses, to be drowned in money from the pockets of millions of
>yahoos wearing tractor hats, who swill Kona Blend by day and Milwaukee's
>Best by night (and Slurpees in between). May the heavens spare me and all
>those I know from such a fate! Amen.

We're talking partly coffee appreciation and partly brand maintenance
here. I have never had a cup of 100%, freshly-roasted Kona (premium or
otherwise) in my life and so have no opinion on its brew qualities,
other than to acknowledge that it is loved by people I respect, and,
so, I assume it is a very good coffee.

But, I am very familiar with the tradition of tourists bringing back
bags of "Kona" coffee (blended or otherwise), usually stale and
pre-ground as gifts for friends and family. Few of these people know
or care very much about the actual cupping qualitites of Kona vs. any
other coffee. Most of these customers are buying an exotic and
exclusive brand and image, period! It is that image that supports the
very high retail prices of Kona coffee around the the world,
regardless of the actual quality of what is in the bag.

You understand as well as anyone that prestige brands can be quickly
destroyed when they are no longer perceived as special or exclusive or
the drop in quality becomes so obvious that non-specialists can tell
the difference. When Yves St. Laurent went into the drug stores, it
lost its cachet as a designer brand. Mercedes Benz's quality problems
have forced it to compete on price to a much greater extent than
before.

I think what you are calling "elitism," Jack, is just a warning that a
coffee that is widely sold in convenience stores risks losing the
brand advantage that supports its high prices in other distribution
channels.

Marshall
.

Relevant Pages

  • Re: Kona blends again
    ... But the premium commanded by Kona Coffee is as you indicated earlier ... not from any substantial difference in quality over good quality coffee ... and those I've bought, it wasn't until started using whole bean, Kona ... create those Kona beans originated in that relatively tiny location. ...
    (alt.coffee)
  • Re: Kona blends again
    ... But the premium commanded by Kona Coffee is as you indicated earlier ... not from any substantial difference in quality over good quality coffee ... and those I've bought, it wasn't until started using whole bean, Kona ... local Target and thankfully, some condensed milk. ...
    (alt.coffee)
  • Re: Kona blends again
    ... judging purely by the premium that 100% Kona ... but Kona sells at a large multiple to other common coffees. ... But the premium commanded by Kona Coffee is as you indicated earlier ... not from any substantial difference in quality over good quality coffee ...
    (alt.coffee)
  • Re: Kona blends again
    ... Hawaii law says that blenders can call a blend "Kona Coffee Blend" if it contains as low as 10% Kona coffee. ... The 100% bag looks like the 10% bag. ...
    (alt.coffee)
  • Re: Kona blends again
    ... Clearly they have the right to use the name "Kona" ... Hawaii law says that blenders can call a blend "Kona Coffee Blend" if it ... The 100% bag looks like the 10% bag. ...
    (alt.coffee)
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