Travel Less and Cup More

by Kevin Knox


The Challenge: Coffee buyers for roasting companies should be doing much less travel and much more cupping, quality control and customer education.

Kevin Knox writes:

I’d put this another way. The most important tools for buying great coffee are a well-trained palate, a well-equipped cupping room, relationships with the best importers and – last not least – sufficient capital to afford to buy top coffees in season and keep them in inventory for extended periods.

I think it’s great that people in the trade want to know where coffee comes from, but I do see many small roasting companies allocating large sums of money, relative to their size and volume of coffee bought and roasted, to extensive origin travel that is clearly in lieu of – or at least at the expense of – much-needed attention to things at home.

Wanting to have, or claiming to have, a personal relationship with every farm you buy coffee from makes for great marketing but it isn’t good business, nor is it actually possible unless one limits one’s buying to a handful of farms in a couple of countries.

More important, if the goal is having the best coffee from each origin, the way to get there is to cup samples extensively and intensively in season from as broad a cross-section of farms as one can access, rather than limiting purchases to farms you bought from in previous years. In other words, “relationship” coffee or multi-year exclusives and having the best coffee are antithetical ideals. A more open approach also delivers much better value, allowing one to reward new and unknown farms doing a great job rather than over-paying for “name” coffees from farms bent on using the roaster as a vehicle to build their own brand with consumers.

Cupping, QC and customer education are the responsibilities of roaster-retailers, while producing high quality coffee at origin is the domain of farmers and agronomists. From the point of view of delivering coffee of high quality and value as well as that of being environmentally responsible and minimizing one’s carbon footprint, I would suggest that buyers for all but the largest companies would indeed be much better off spending much more time doing their jobs while letting their partners at origin do theirs.


For another perspective on this challenge, click here to see how Kenneth Davids responds

This entry was written by:Kevin Knox and posted on Monday, July 11th, 2011 at 11:20 am and is filed under Coffee Business: Roasting and Retailing, Green Coffee Origins and Issues, Industry Issues and News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


4 Responses to “Travel Less and Cup More”

  1. Dear Sir,

    Our firm is from Slovakia, Europe.
    We would like to buy roasted cofee and prepacked.
    The supplier should have valid export licence for Europe.

    Please let me know the packing quantities which are available.

    Have a nice day and I await your kind answer.

    Best Regards
    Mrs. Sarolta Szoboszlai
    SLOVENSKO
    EUGASTRONET.s.r.o.
    Mobil : + 36 30 472 4091
    E-mail: sarolta.szoboszlai@gmail.com
    Skype: sarolta1943

  2. livescore says:

    Absolutly wonderfull

  3. Accusations of protecting our self interst are fair, but roasters would be well served to heed the sage advice of Mr. Knox and Mr. Davids. Royal Coffee would not discourage anyone from heading off in search for the hidden valley, but building a company with a strong financial base, fully understanding the coffee market, and aquiring the equipment and experience to legitimately evaluate coffee should come first.
    It has been our experience that no matter how good a producer is, over many seasons the coffee that arrives is going to range from great to somewhat dissapointing. A relationship requires accepting this reality. If you do fall in love, consider also leaving some room to play the field.

  4. Fully agree. Travel to origin is expensive for small companys. I know that for our consumers is fancy to know or belive that their favorite roaster goes to origin to ” buy ” the coffee ( you can add that to coffee myths ). Apart from that if you are the owner of an company , lets say of 5 people, leaving the company for ten days means 20 % less of manpower during this time. Management problems dont disapear while you are abroad. Better hire someone with attitude to help with samples ( roasting, preparing cupping, scores.etc… )for you to have more time for management. I would love to travel several times a year to origin but I my cannot afford it.

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